The Assorted Pleasures of Focus Groups and M&Ms

For larger nonprofits that send out high volumes of mail, using focus groups can greatly aid in creating new packages. The cost of such research easily is offset by the high potential revenue. Focus groups also are helpful to organizations that address fast-moving issues. Frequently, emerging political issues and natural or man-made catastrophes don’t allow a lot of time to test messages and packaging. Focus groups help fill that void.