Nonprofit Fun With Focus Groups

As you’ve probably deduced by now, this column is not a money-making enterprise. For some inscrutable reason, a snarky advice column for fundraisers just doesn’t rake it in; must be the recession.

But that’s OK, because Easier Said Than Done is a pseudo-501(c)3 nonprofit organization, and we raise our substantial budget mainly through direct mail. And, like many nonprofits with a bit of money to spend, we base a lot of our decisions on focus groups.

We’ve lately grown bored with our fundraising program — it’s so … well … fundraisingy. Not cool like we really are. But it works. So we figure if we go out and find a whole new audience, we can do cooler fundraising. And that’s just what we’ve done. Paying a ton of money to a big ad agency, we’ve come up with a new demographic. We call it Determined Domestics.

The following is an excerpt from a recent focus group, one of a series conducted with Determined Domestics at our state-of-the-art Research Centre (note the classy spelling) on the Easier Said Than Done World Headquarters Campus. The names of the participants have been changed to protect their dignity.

Moderator: I’d like you to react to a piece of direct mail from a nonprofit organization. [Hands out copies of the long-time control — a simple package in a No. 10 envelope with the bold red teaser, “URGENT.”]

Participant “Roy”: I’ve never seen anything like that.

Moderator: Really? Never?

Roy: Well, I live in a castle, and my servants read all my — what do you call it? Mayo? Main?

Moderator: Mail?

Roy: That’s it — mail. I’ve never actually seen it. I didn’t realize it was made of paper. I thought it was made out of caviar or some other common material.

[Moment of uncomfortable silence around the table.]

Participant “Bill”: This piece of mail is a drag. All it talks about is how much they need money. I’d never respond to it. I mean, whine, whine, whine. Who gives to these needy losers?

Participant “Elvis”: I totally agree. This thing is stupid and ugly. Nobody’s going to respond to it. Anyone who would is a philistine, a terrorist and a traitor to America. I challenge anyone who disagrees with me to a fight! Right here and now!

[Widespread nodding and murmuring around the table.]

Participant “Martha”: I don’t like it either. It doesn’t go with my furniture. I wouldn’t allow it in my home, ever.

Moderator: What colors would it have to be for you to accept it?

Martha: Light powder gray, dusty rose, eggshell, crème brûlée — tasteful colors.

Participant “Megan”: Excuse me, but don’t you have any vegan sandwiches here? This so-called veggie sandwich has mayonnaise. I can smell the eggs — disgusting. I’ve been in graduate school for 19 years. I know my sandwiches!

Moderator: I’ll see what we can do for you.

Elvis: While you’re at it, could I have another beef, bacon, turkey and zebra lips sandwich?

Megan: Carno-fascist!

[Nodding and murmuring around the table.]

Moderator: I’d like to know what issues and causes you care about and support.

Martha: I support the arts. I believe in making the world more beautiful.

Moderator: The ballet? The symphony?

Martha: No, upholstery and clothing. I set aside a full 50 percent of my income to make the world more beautiful.

Moderator: That’s very … generous of you.

Martha: And that doesn’t include the sales tax!

Roy: I support political causes. Like bringing monarchy back to America.

Elvis: Monarchy? Would the monarch be able to have people killed?

Roy: Of course. I’m — er — he’s the monarch. Absolute authority.

Elvis: Cool. I’m with you on that monarchy thing.

Bill: Me too. Absolute power — that would set this country straight! Long live the king!

[Others join in chanting “Long live the king!” for several minutes before the moderator restores order.]

Bill: I wrote a check once to keep a school from being built in my neighborhood. The last thing we need is a bunch of kids tracking dirt around and lowering our property values.

Martha: I know! Don’t talk to me about children. So messy. So unpleasant.

Moderator: Anyone else?

Megan: I support my siblings, the animals. Meat is murder, and milk is sexual harassment! Where are those vegan sandwiches? I’m starving!

Bill: Speaking of starving, I hope this isn’t one of those focus groups where we spend all our time talking about those famine victims. Gimme a break!

[Widespread murmurs of agreement.]

Moderator: What would be the best way for an organization you believe in to get in touch with you and ask for a donation?

Martha: Retail. That’s all I really pay attention to. A nice little shop in the mall.

Roy: Tattoo your message on a courtier’s forehead. Then I might see it. Just so it’s not too close to the eyes; I never look there.

Elvis: Talk radio. Everything else is controlled by the liberal media.

Megan: I don’t much care how you try to reach me, just so long as no animals are harmed or annoyed in the process.

Moderator: Well, thank you all for coming. Your checks will be at the front desk.

Report on the focus group
About our Determined Domestics donor group: These are very special people. They are extremely well-educated, high-income and elevated-taste, and belong to off-the-charts social classes. They skew conservative, care about animals and are very focused on their diets. Clearly, we need to avoid “talking down” to them.

If we want to reach them, we must use an elevated, intellectual tone, avoiding any hint of urgency, need, emotion or children. We also should switch to a muted color palette that they respond well to.

Most important, we must abandon direct mail as a communications medium. People don’t engage with it and don’t like it. Clearly, direct mail is hurting our brand. We need to find creative alternative media channels.
These tactics will take Easier Said Than Done to the next level. FS

Jeff Brooks is creative director at database marketing agency Merkle and keeper of the Donor Power Blog. Reach him at jbrooks@merkleinc.com