|
Why Research? Why Now? |
By Gary M. Goscenski,
Director of Consulting Services
Do you ever contemplate whether or not your United Way should be investing in research, or how research would benefit your United Way? Recently, we met with a United Way executive director who questioned just that. He challenged us to make a case for why research is beneficial. This is our case:
In general, research advances and improves United Ways' communication, their campaigns, and their community impact process. Specifically, benefits of investing in research for United Ways include:
Research can do all of these things and more, but only if you have defined research objectives and take action on the information and recommendations that come from the research. Every project we complete starts with a list of research objectives, just like these listed above, that are generated based on your concerns and needs. We ensure that our research provides the essential information needed to achieve these objectives.
Based on our experience working with dozens of United Ways, we know that your success achieved from the research will exceed your investment, and we guarantee it 100% or your money back.
If you would like a list of ideas on how your United Way can conduct some quick and basic research, send an e-mail to .
For information on how Perspectives Consulting Group, Inc. can help your United Way succeed, call 1-800-724-9994 or visit our Web site at www.perspec.com.
|
Look at This Book: "Words That Work"
by Dr. Frank Luntz, Hyperion, 2007 |
By Gary M. Goscenski,
Director of Consulting Services
 The point of the book, "Words That Work," is clear from the subtitle: "It's not what you say, it's what people hear." Author Frank Luntz proves his point by providing readers with example after example of how the right words are essential to communicating your message. His examples include how "estate tax" became "death tax," how "drilling for oil" became "energy exploration," and how "gambling" became "gaming;" all of which he asserts are examples of communicating more effectively.
Luntz makes it very clear from the first page of the introduction that he is a political pollster and he works with Republicans. With the exception of one chapter of the book dedicated to corporate examples, almost every example in the book comes from his background and experience as a Republican political pollster. This does not mean that his points aren't valid, but the book bogs down in places when he tells political stories that are more self-serving than illustrative.
There are 10 rules for using language effectively, but the best advice isn't necessarily among the rules. Getting the rules right is certainly important according to Luntz, but understanding the mood of America is fundamental to connecting with Americans. The logical extension of this idea for United Ways is that understanding the mood of donors is fundamental to connecting with donors. Buried between the rules is the idea that discipline matters when communicating effectively, as more than one political campaign is chastised for having "No theme. No focus. No discipline."
A great lesson for any United Way is to focus on results opposed to the process. When Luntz asked Americans which they preferred: higher taxes for further law enforcement, or higher taxes to halt the rising crime rate, one-third more people were willing to support higher taxes to halt the rising crime rate. Law enforcement is the process, and therefore is less popular, while reducing crime is the desired result. While there are no examples from nonprofit organizations in this book, United Ways will clearly see themselves in the examples offered in the book.
At the end of the book, Luntz provides a list of 21 words and phrases for the 21st century that any marketer or communicator can use for inspiration and guidance. Words of interest and potential application for nonprofit organizations include: imagine, accountability, results, and investment. Each of these words, along with the other 17 words, is described with suggestions about how they can be used effectively.
"Words That Work" provides plenty of thought-provoking examples of how to use words to communicate effectively, which can help any United Way. After nearly 300 pages about words, Luntz closes with a theme he introduces early in the book: style is almost as important as substance. |
|
About Perspectives Consulting Group, Inc. |
We are dedicated to our mission of providing information and planning that make the difference for United Ways. We use market research techniques including telephone and mail surveys, interviews, and focus groups to obtain the necessary information to make effective decisions to plan for the future. We would be pleased to share our experiences working with other United Ways and discuss how we can help your United Way make informed decisions and plan for continued success.
Sincerely,
Gary M. Goscenski
Director of Consulting Services
Perspectives Consulting Group, Inc.
P.O. Box 496
Paw Paw, MI 49079
(800) 724-9994
| |
 |
|
Useful Link |
|
Click here to read about:
For-Profit Marketing Strategies for Nonprofit Organizations: Research Turns Up Surprising Findings about Relationships with Donors
|
|
Words of Wisdom |
|
"Research is creating new knowledge."
- Neil Armstrong
"Research your idea. See if there's a demand. A lot of people have great ideas, but they don't know if there's a need for it. You also have to research your competition."
- Magic Johnson
|
|
United Way CD-ROM |
|
A resource developed specifically for United Ways.
The CD-ROM includes all of the information about Perspectives Consulting Group: who we are and what we do. Request a copy of our United Way CD-ROM by e-mailing
or call (800) 724-9994 to see how Perspectives Consulting Group can help your United Way.
|
Receive our United Way Newsletters!
| |
