SlideShare ist ein Scribd-Unternehmen logo
1 von 23
Downloaden Sie, um offline zu lesen
+
    Sustainable Impact
    Study of Nonprofit Innovation


                 Presented by:
              Luis Pablo Martinez
            Principal and Founder
Sustainable Impact
          - Findings and Insights


You’ll learn
  How   you compare to other nonprofits
  Ways   to enhance your innovation
+
    Executive Summary
Nonprofit Innovation Survey

  81%launched a new service in the last
 two years
  Adopt  marketing tools to:
   Build new products
   Refine existing product lines
   Increase social impact

  Strategy
          development and value
 proposition will protect funding,
 volunteers and talent
+
    Methodology
+
    Methodology


       Nationalsurveys of nonprofit senior
      executives and board members study:
        Nonprofit innovation practices and
        Experience using custom marketing
       research services
Sustainable Impact is a unique study that examines service
                              development in the nonprofit sector.
      This initial survey polled 110 nonprofit executives and board members from a wide range of organizations.

                Nonprofit Types                                 Nonprofit by number of employees




           National Responses                                       Nonprofit by annual revenue
                            67% Midwest   11% East Coast


9% West Coast




                     13% Southwest
+
    Findings
+
    Findings
         Did your organization evaluate the viability of its new
                       service prior to launch?




                           Yes
                           33%




          No
         67%                          Launching untested
                                         products risks
                                      diluting your social
                                             impact.
+
    Findings
             Has your organization launched a new service in the
                               last two years?




       No            19%




      Yes                                          81%




            0%     20%      40%       60%       80%      100%
+
    Findings
                        Top 3 sources for new service ideas

     80%
     70%          67%

     60%
     50%                                45%
     40%                                                      35%
     30%
     20%
     10%
     0%
           Survey constituents/   Employees submit     From market trends
                 clients.              ideas.            reported in the
                                                             media.
+
    Enhancing your innovation
Ways to enhance your social
               innovation

    Conduct market testing prior to launch
    Integrate your constituents experiences and
     motivations into your new product
     development and marketing strategies.
    Use segmenting techniques to build viable
     products
    Select an innovation strategy
Conduct Market Testing Prior to
          Launch


                              Market testing benefits
       Two-thirds              in the following ways:
         (67%)                 Product Positioning
  of nonprofits surveyed
                              Capitalize on
 do not test the viability
                             constituents’ hot
 of new products prior to
                             buttons
      market launch.
                              Identify unmet needs
Integrate constituents’
     experiences and motivations

 Successful
           companies build products
 centered on users’ experience
 Involving   users mitigates market risks
 Market  testing can be any of the
 following:
  Constituent’ perceptions, preferences,
   prioritized needs
 Markettesting empowers nonprofits to
 build winning products
+
    Use segmenting techniques
Segmenting allows nonprofits to build viable products for specific groups. Every group will
have different needs and segmenting allows nonprofits to enhance their respective social
missions and avoid mission creep. Below are a handful of segmenting techniques.




       Demographic                        Behavioral                Values, Attitudes, Lifestyles
                                                                        Nonprofits can
    Can be separated                  This category is
                                                                        enhance their social
           by :                       Outcome-driven,
                                                                        impact by building
                                      therefore nonprofits
      Age                                                              products around any
                                      need to categorize
                                                                        of the following
      Gender                         according to:
                                                                        categories:
      Family lifecycle               Brand loyalty
                                                                        Activities
                                      Experience with the
      Occupation                                                       Interests
                                       nonprofit
      Generation                     Occasions that                   Opinions
                                       stimulate participation
                                                                        Values
Select an innovation strategy
                     Each type of innovation strategy requires a different tool

                     These products create a whole new market.  Some  examples are social venture funds
  New-to-the-world   and social enterprises.  This category accounts for  about 10% of new products. 


                     The products take the firm into a new category.  The products are not new to the world, just new 
     New to the      to the firm.  Examples are conferences and social media. They account for about 20% of new 
    organization     products. 


     Product         Current products are improved or modernized.  Some examples are new and improved
   Improvement       programs.  This category accounts for 26% of new products. 


                     These are line extensions designed to flesh out the product line offered to the firm’s current mar
    Product Line     ket.  Examples include a career conference to compliment a job-training
     Extension       program.  They account for about  26% of new products. 



     Product         Products that are targeted for new use or applications.  This can be used when participation is
   Repositioning     waning.  They account for 7% of new products. 



                     These products replace existing lines but provide the same performance at a lower cost. These
    Cost-savings     comprise about 11% of new products.
+
    About Virtuin
    A marketing research and strategy firm
    servicing nonprofits and social enterprises
About Virtuin
 Vision: Build   sustainable enterprises
 Mission:  Advance its clients’ social impact
 via strategic product management and
 business development.
 In   operation since: 2008
 Client  focus: Nonprofits, educational
 institutions, social enterprises, and
 foundations
+
    Contact Information


                  www.virtuinstrategy.com


Luis Pablo Martinez    Email: luis@virtuinstrategy.com
Principal & Founder    Cell: (312) 730-3613



              Austin                   Chicago
+
    Appendix
    Survey Questions
+
    Survey Questions
    1.     Are you an executive (manager, director, CEO, COO, etc.) or board member at a nonprofit or social enterprise?

    2.     Is your organization based in the United States?

    3.     Has your organization launched new services in the last two years?

    4.     Approximately how many new services has your organization launched in the last two years?

    5.     Did your organization conduct custom marketing research to evaluate the viability of your new services?

    6.     Please tell us who leads new service development at your organization.

    7.     Please tell us how your organization identifies a new service opportunity. Feel free to select more than one answer.

    8.     In which state is your organization located?

    9.     Which category best describes your organization? Please feel free to choose as many as apply.

    10.    How many employees work at your company ?

    11.    What is your function?

    12.    Does your organization have earned income initiatives?

    13.    Does your organization have experience hiring a marketing firm to conduct custom research?

    14.    What were the primary reasons your organization hired that particular marketing firm?

    15.    What is your organization's annual revenue?

    16.    Seven features of a marketing research and strategy firm were tested for preference among diverse nonprofits.
Copyright © 2011 Virtuin. All rights reserved.

Weitere ähnliche Inhalte

Ähnlich wie Sustainable Impact Findings And Insights

SWOTT AnalysisDevon Davis, Jasmine Richardson, Lisa Ne.docx
SWOTT AnalysisDevon Davis, Jasmine Richardson, Lisa Ne.docxSWOTT AnalysisDevon Davis, Jasmine Richardson, Lisa Ne.docx
SWOTT AnalysisDevon Davis, Jasmine Richardson, Lisa Ne.docxssuserf9c51d
 
2008 Tribalization Of Business Study
2008 Tribalization Of Business Study2008 Tribalization Of Business Study
2008 Tribalization Of Business StudyFrancois Gossieaux
 
What gamification is, case studies and game design elements
What gamification is, case studies and game design elementsWhat gamification is, case studies and game design elements
What gamification is, case studies and game design elementsSilvia Galessi
 
2014 State of Sponsored Social
2014 State of Sponsored Social2014 State of Sponsored Social
2014 State of Sponsored SocialTed Murphy
 
CEO Institute and Social Business
CEO Institute and Social BusinessCEO Institute and Social Business
CEO Institute and Social BusinessKINSHIP digital
 
FC Innovation Management Process
FC Innovation Management ProcessFC Innovation Management Process
FC Innovation Management ProcessShashank Shwet
 
Epilife Consulting Inc. overview presentation
Epilife Consulting Inc. overview presentationEpilife Consulting Inc. overview presentation
Epilife Consulting Inc. overview presentationEpilife_Consulting
 
Building Sustainable Customer Communities - Social Media Conference, Boston 2011
Building Sustainable Customer Communities - Social Media Conference, Boston 2011Building Sustainable Customer Communities - Social Media Conference, Boston 2011
Building Sustainable Customer Communities - Social Media Conference, Boston 2011Allison Jones
 
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer Enlistment
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium whitepaper: Hey, Tech! Get Serious About Social Customer Enlistment
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium
 
The Business of Social Business
The Business of Social BusinessThe Business of Social Business
The Business of Social BusinessAref Jdey
 
Ready, Set, Launch: Using Social Media to Improve Product & Service Launches
Ready, Set, Launch: Using Social Media to Improve Product & Service Launches Ready, Set, Launch: Using Social Media to Improve Product & Service Launches
Ready, Set, Launch: Using Social Media to Improve Product & Service Launches Visible Technologies
 
User Testing 2015 Industry Survey Report
User Testing 2015 Industry Survey ReportUser Testing 2015 Industry Survey Report
User Testing 2015 Industry Survey ReportRachel Fredrickson
 
Why Volunteering Programs are no longer just for Large Companies
Why Volunteering Programs are no longer just for Large CompaniesWhy Volunteering Programs are no longer just for Large Companies
Why Volunteering Programs are no longer just for Large CompaniesGaurav Bhattacharya
 
Community Engagement Best Practices (April 18, 2016)
Community Engagement Best Practices (April 18, 2016)Community Engagement Best Practices (April 18, 2016)
Community Engagement Best Practices (April 18, 2016)Salesforce Partners
 
Social Enterprise - Portrait of the Field
Social Enterprise  - Portrait of the FieldSocial Enterprise  - Portrait of the Field
Social Enterprise - Portrait of the FieldBob Northey
 
How to Turn Your Employees into Brand Advocates
How to Turn Your Employees into Brand AdvocatesHow to Turn Your Employees into Brand Advocates
How to Turn Your Employees into Brand AdvocatesJeremy Paul Obial
 

Ähnlich wie Sustainable Impact Findings And Insights (20)

SWOTT AnalysisDevon Davis, Jasmine Richardson, Lisa Ne.docx
SWOTT AnalysisDevon Davis, Jasmine Richardson, Lisa Ne.docxSWOTT AnalysisDevon Davis, Jasmine Richardson, Lisa Ne.docx
SWOTT AnalysisDevon Davis, Jasmine Richardson, Lisa Ne.docx
 
2008 Tribalization Of Business Study
2008 Tribalization Of Business Study2008 Tribalization Of Business Study
2008 Tribalization Of Business Study
 
Brian Solis
Brian SolisBrian Solis
Brian Solis
 
What gamification is, case studies and game design elements
What gamification is, case studies and game design elementsWhat gamification is, case studies and game design elements
What gamification is, case studies and game design elements
 
2014 State of Sponsored Social
2014 State of Sponsored Social2014 State of Sponsored Social
2014 State of Sponsored Social
 
CEO Institute and Social Business
CEO Institute and Social BusinessCEO Institute and Social Business
CEO Institute and Social Business
 
FC Innovation Management Process
FC Innovation Management ProcessFC Innovation Management Process
FC Innovation Management Process
 
Epilife Consulting Inc. overview presentation
Epilife Consulting Inc. overview presentationEpilife Consulting Inc. overview presentation
Epilife Consulting Inc. overview presentation
 
Building Sustainable Customer Communities - Social Media Conference, Boston 2011
Building Sustainable Customer Communities - Social Media Conference, Boston 2011Building Sustainable Customer Communities - Social Media Conference, Boston 2011
Building Sustainable Customer Communities - Social Media Conference, Boston 2011
 
Brian Solis
Brian SolisBrian Solis
Brian Solis
 
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer Enlistment
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium whitepaper: Hey, Tech! Get Serious About Social Customer Enlistment
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer Enlistment
 
The Business of Social Business
The Business of Social BusinessThe Business of Social Business
The Business of Social Business
 
Ready, Set, Launch: Using Social Media to Improve Product & Service Launches
Ready, Set, Launch: Using Social Media to Improve Product & Service Launches Ready, Set, Launch: Using Social Media to Improve Product & Service Launches
Ready, Set, Launch: Using Social Media to Improve Product & Service Launches
 
User Testing 2015 Industry Survey Report
User Testing 2015 Industry Survey ReportUser Testing 2015 Industry Survey Report
User Testing 2015 Industry Survey Report
 
Why Volunteering Programs are no longer just for Large Companies
Why Volunteering Programs are no longer just for Large CompaniesWhy Volunteering Programs are no longer just for Large Companies
Why Volunteering Programs are no longer just for Large Companies
 
Community Engagement Best Practices (April 18, 2016)
Community Engagement Best Practices (April 18, 2016)Community Engagement Best Practices (April 18, 2016)
Community Engagement Best Practices (April 18, 2016)
 
The roi of_social_marketing
The roi of_social_marketingThe roi of_social_marketing
The roi of_social_marketing
 
Social Media in the Resources Industry
Social Media in the Resources IndustrySocial Media in the Resources Industry
Social Media in the Resources Industry
 
Social Enterprise - Portrait of the Field
Social Enterprise  - Portrait of the FieldSocial Enterprise  - Portrait of the Field
Social Enterprise - Portrait of the Field
 
How to Turn Your Employees into Brand Advocates
How to Turn Your Employees into Brand AdvocatesHow to Turn Your Employees into Brand Advocates
How to Turn Your Employees into Brand Advocates
 

Kürzlich hochgeladen

Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 

Kürzlich hochgeladen (20)

Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 

Sustainable Impact Findings And Insights

  • 1. + Sustainable Impact Study of Nonprofit Innovation Presented by: Luis Pablo Martinez Principal and Founder
  • 2. Sustainable Impact - Findings and Insights You’ll learn   How you compare to other nonprofits   Ways to enhance your innovation
  • 3. + Executive Summary
  • 4. Nonprofit Innovation Survey   81%launched a new service in the last two years   Adopt marketing tools to:   Build new products   Refine existing product lines   Increase social impact   Strategy development and value proposition will protect funding, volunteers and talent
  • 5. + Methodology
  • 6. + Methodology   Nationalsurveys of nonprofit senior executives and board members study:   Nonprofit innovation practices and   Experience using custom marketing research services
  • 7. Sustainable Impact is a unique study that examines service development in the nonprofit sector. This initial survey polled 110 nonprofit executives and board members from a wide range of organizations. Nonprofit Types Nonprofit by number of employees National Responses Nonprofit by annual revenue 67% Midwest 11% East Coast 9% West Coast 13% Southwest
  • 8. + Findings
  • 9. + Findings Did your organization evaluate the viability of its new service prior to launch? Yes 33% No 67% Launching untested products risks diluting your social impact.
  • 10. + Findings Has your organization launched a new service in the last two years? No 19% Yes 81% 0% 20% 40% 60% 80% 100%
  • 11. + Findings Top 3 sources for new service ideas 80% 70% 67% 60% 50% 45% 40% 35% 30% 20% 10% 0% Survey constituents/ Employees submit From market trends clients. ideas. reported in the media.
  • 12. + Enhancing your innovation
  • 13. Ways to enhance your social innovation   Conduct market testing prior to launch   Integrate your constituents experiences and motivations into your new product development and marketing strategies.   Use segmenting techniques to build viable products   Select an innovation strategy
  • 14. Conduct Market Testing Prior to Launch Market testing benefits Two-thirds in the following ways: (67%)   Product Positioning of nonprofits surveyed  Capitalize on do not test the viability constituents’ hot of new products prior to buttons market launch.  Identify unmet needs
  • 15. Integrate constituents’ experiences and motivations  Successful companies build products centered on users’ experience  Involving users mitigates market risks  Market testing can be any of the following:  Constituent’ perceptions, preferences, prioritized needs  Markettesting empowers nonprofits to build winning products
  • 16. + Use segmenting techniques Segmenting allows nonprofits to build viable products for specific groups. Every group will have different needs and segmenting allows nonprofits to enhance their respective social missions and avoid mission creep. Below are a handful of segmenting techniques. Demographic Behavioral Values, Attitudes, Lifestyles Nonprofits can Can be separated This category is enhance their social by : Outcome-driven, impact by building therefore nonprofits   Age products around any need to categorize of the following   Gender according to: categories:   Family lifecycle   Brand loyalty   Activities   Experience with the   Occupation   Interests nonprofit   Generation   Occasions that   Opinions stimulate participation   Values
  • 17. Select an innovation strategy Each type of innovation strategy requires a different tool These products create a whole new market.  Some  examples are social venture funds New-to-the-world and social enterprises.  This category accounts for  about 10% of new products.  The products take the firm into a new category.  The products are not new to the world, just new  New to the to the firm.  Examples are conferences and social media. They account for about 20% of new  organization products.  Product Current products are improved or modernized.  Some examples are new and improved Improvement programs.  This category accounts for 26% of new products.  These are line extensions designed to flesh out the product line offered to the firm’s current mar Product Line ket.  Examples include a career conference to compliment a job-training Extension program.  They account for about  26% of new products.  Product Products that are targeted for new use or applications.  This can be used when participation is Repositioning waning.  They account for 7% of new products.  These products replace existing lines but provide the same performance at a lower cost. These Cost-savings comprise about 11% of new products.
  • 18. + About Virtuin A marketing research and strategy firm servicing nonprofits and social enterprises
  • 19. About Virtuin  Vision: Build sustainable enterprises  Mission: Advance its clients’ social impact via strategic product management and business development.  In operation since: 2008  Client focus: Nonprofits, educational institutions, social enterprises, and foundations
  • 20. + Contact Information www.virtuinstrategy.com Luis Pablo Martinez Email: luis@virtuinstrategy.com Principal & Founder Cell: (312) 730-3613 Austin   Chicago
  • 21. + Appendix Survey Questions
  • 22. + Survey Questions 1.  Are you an executive (manager, director, CEO, COO, etc.) or board member at a nonprofit or social enterprise? 2.  Is your organization based in the United States? 3.  Has your organization launched new services in the last two years? 4.  Approximately how many new services has your organization launched in the last two years? 5.  Did your organization conduct custom marketing research to evaluate the viability of your new services? 6.  Please tell us who leads new service development at your organization. 7.  Please tell us how your organization identifies a new service opportunity. Feel free to select more than one answer. 8.  In which state is your organization located? 9.  Which category best describes your organization? Please feel free to choose as many as apply. 10.  How many employees work at your company ? 11.  What is your function? 12.  Does your organization have earned income initiatives? 13.  Does your organization have experience hiring a marketing firm to conduct custom research? 14.  What were the primary reasons your organization hired that particular marketing firm? 15.  What is your organization's annual revenue? 16.  Seven features of a marketing research and strategy firm were tested for preference among diverse nonprofits.
  • 23. Copyright © 2011 Virtuin. All rights reserved.