Market research made easy: 3 tips to maximize nonprofit impact 

Many nonprofit organizations believe market research is beyond their reach due to lack of staff, budget, and time. But without the solid data market research can provide, nonprofits may make decisions based on assumptions that lead to misaligned strategies and missed opportunities for retaining donors and volunteers and attracting new ones. A market research program, even at a basic level, helps create a 360-degree view of an organization’s strengths and weaknesses, and it doesn’t have to be time-intensive or costly to be effective. 

How market research can help expand a nonprofit’s reach and impact 

To illustrate, let’s look at a nonprofit that provides engaging, age-appropriate content to help children understand social issues related to gender and sexuality. They also offer resources for parents and teachers to facilitate these important conversations. Despite high website traffic, the organization struggled to convert visitors into paying customers for their content and courses. So, they conducted market research, starting with in-depth interviews with target audiences—LGBTQ+ and ally parents and educators. They discovered their diverse range of offerings was overwhelming visitors, leaving them unsure of where to start. With this feedback, the organization introduced a user-friendly landing page that guides visitors to the content most relevant to their needs, creating a seamless and personalized browsing experience. They also surveyed their email subscribers, gathering detailed information that allowed them to better segment their audience and tailor their offerings. This strategic use of market research led to an increase in conversions, enabling the organization to generate more funds and expand their reach. 

How to conduct market research with limited resources 

How can you make market research both feasible and impactful for your organization? Here are three tips: 

1. Start with desk research. Understanding broader trends that impact behavior provides a foundation for what to expect as you go on to collect your own data. Here are some questions to consider: 

• What causes is your target audience currently most passionate about? How does this resonate with your nonprofit? 

• What kinds of people are volunteering (age, gender, location, etc.)? How does this match your volunteer base? 

• How do nonprofits weather the decline in funding during economic uncertainty? 

• How do organizations stand out in a crowded field of nonprofits? 

• Which organizations are you competing with for both financial and human resources and what are they doing? 

For example, you might use Google Trends to compare keyword searches about specific social issues over time with searches related to your mission. If your nonprofit focuses on mental health, you can track the rising interest in mental health topics, identify seasonal patterns, and adjust your content and campaign timing to maximize engagement. Or if you’re focused on education, you can use the Pew Research Center’s extensive reports and data sets to track trends in public attitudes toward education reform, identify key demographic groups that support these initiatives, and tailor their outreach strategies accordingly. 

2. Leverage existing infrastructure. As a nonprofit, you likely have extensive donor and volunteer lists, along with databases of beneficiaries, which are the most expensive components of market research. Use this existing ecosystem to your advantage, as these people are also your stakeholders, each with a different point of view and relationship with your organization. 

• Analyze data such as donor, volunteer, and beneficiary demographics and giving patterns. 

• Conduct surveys and collect direct feedback from supporters and beneficiaries to gauge their satisfaction, test your messaging, and track your impact. 

• Interview stakeholders to dive deeper into issues and learn what is really important to people and what they expect from you. 

3. Take advantage of free resources. There are many free resources on how to design different kinds of research methods, from surveys to focus groups to brainstorming sessions: 

• Look for online courses, webinars, and tutorials that provide guidance on designing and conducting various types of research. Websites like Coursera, Udemy, and even YouTube offer free and low-cost courses. 

• Leverage free and low-cost tech solutions for conducting market research. Google Forms, SurveyMonkey, and Typeform are excellent tools for creating and distributing surveys. For more complex data analysis, consider using free software like Google Analytics or Microsoft Power BI. 

• Use collaborative platforms to engage your stakeholders in the research process. Platforms like Trello, Asana, and Slack can help manage research projects and facilitate communication among team members. 

Don’t let the misconception that market research is expensive and time consuming hold you back. Schedule a brainstorming session with your team to explore existing opportunities and develop a plan that fits your organization’s unique needs. You can help your nonprofit thrive by uncovering new opportunities to connect with those who matter most to your mission. 

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