Our client runs an ambitious operation, with the mission to provide new or slightly used athletic shoes to those living at or below the poverty level in Richmond. Fresh off their official nonprofit status in January of 2018, our client believed they were ready to hit the ground running with a new brand look and feel, expanded territories for giveaways, and a game plan to engage with more members of the RVA community. It was our job to figure out how, where, and why donors of all types learn about and support a nonprofit. What makes people care?
First, the RVAR team explored what the decision-making process looks like for donors. We interviewed corporate influencers across Richmond to dig deeper into how they evaluate nonprofits to support, and what their key criteria are for selecting a partner. We also surveyed the RVA running community through a mix of social media scouring and in-person interviews to get a pulse on how runners think about donating their sneaks. This methodology gave us a solid starting ground for what the landscape looked like, and where the white space was for our client.
The research culminated into an immersion session, hosted in our top-notch research facility here in Richmond. During the interactive experience we presented rooms filled with learnings, key insights, and strategic recommendations for the brand to move forward with. These rooms were chock-full of quotes, images, potential partners, and the competitive landscape – all for our client to leverage in order to better connect with the RVA community as a whole and to grow the organization.
Positioning a local community forum for growth and sustainability
Our client had been running a forum to inspire a movement to do good in the community for years and was ready to expand to new cities. To prime the movement for success ahead, we were tasked with identifying opportunities to add value to members and manage growth sustainably.
We started by becoming part of the forum community, so that we could understand the collective energy and what specifically the forum was adding to each members’ personal righteous missions. From that foundation, we layered on stakeholder and founder interviews and on-site focus groups, to identify need gaps, and opportunities to close those gaps via additional support and services.
By understanding what attracts members to the forum currently, we were able to contextualize the kind of support they need to feel motivated and empowered to do good in the community. This allowed us to identify opportunities to take the movement to the next level via a premium offering that would allow sustainable growth and ultimately, more GOOD in the communities served.
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