Case study
Quantifying NGO market potential to guide fundraising initiatives and member acquisition strategy
Need
A Danish NGO had an ambition of significantly increasing their membership base and needed to develop a strategy for which segments to target in the coming years.
Solution
Based on prior anthropological fieldwork, we conducted a quantitative market potential analysis, re-identifying 4 key segments in the population at large. Basing our segmentation on actionable, psychographic parameters, we estimated not only the market volume of each segment, but also their respective mindset and propensity to donate or to become members.
Process
At the strategic level, our market potential analysis guided the development of a new member acquisition approach by showing how the market at large differed from current member base. At the tactical level, we benchmarked specific offerings between segments and against competing organisations, forming the basis for how to most efficiently convert new members.
Market potential assessment · Consumer segmentation
1,600
survey responses from highly specific population subgroup
100,000
Danes estimated to be highly relevant potential members
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“I still think about that slide all the time.”
Lead Consultant, months after we delivered our key findings
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