NON-PROFITS & GOVERNMENT AGENCIES
Edge is passionate about helping non-profits with their unique challenges — donor development and retention, public education, advocacy, and service delivery. We have made a commitment that at least 30% of our business annually is in the non-profit sector, but we incorporate the latest approaches, tools, and technologies that come from serving Fortune 1000 companies. In addition to a range of proprietary work for leading NGOs, Edge has co-authored several public sector-wide studies examining the attitudes, values, and behaviors of charitable donors, which have been featured in The Wall Street Journal, USA Today, Forbes, Chronicle of Philanthropy, and The NonProfit Times.
Uncovering Actionable Targets By Evaluating Real World Choices
It is an honor to work with the USO, who over the last decade has expanded the breadth of its spirit-lifting mission, reaching more troops in more ways than ever before, while successfully raising the funds to meet their needs.
With troops coming home from Iraq and Afghanistan, it was critical that the USO be proactive in positioning itself for the future. A key organizational objective was to better understand who was interested in the USO’s work and message, but might not be reached through their fundraising efforts. Our job was to define the market potential and identify key segments for growth.
- We conducted a segmentation analysis that used not only a classic values and attitudes approach, but also factored in behavior. We knew that support for the troops and the organization was very likely to be overstated, so we developed a trade-off design in which respondents were asked to allocate charitable dollars across the USO, other military charities, and their other philanthropic concerns.
- In this way, we were able to better gauge who would actually support the cause and which programs and positioning of the USO would drive the greatest financial support, as well as target based on segment’s interests.
- Our analysis has been shared with the senior leadership, Board of Directors, consultants, and virtually every department within the organization. The research resulted in internal alignment around goals, audience, and message, as well as external changes to marketing and fundraising practices. We are pleased to partner with the USO as they continue to refine their messaging and targeting.
Edge Research literally helped us transform our fundraising from siloes into effective donor-centered, cross-channel strategies. Their research and insights served as the catalyst for our new engagement and message with our audiences — and we are already seeing tangible results. Plus, they are a ton of fun.
Marguerite Kirst, Vice President, Marketing, The USO
Catholic Charities USA
Centers for Medicare and Medicaid Services
Cystic Fibrosis Foundation
Human Rights Campaign
Meals on Wheels Association of America
National 4-H Council
National Trust for Historic Preservation
The Nature Conservancy
Rockefeller Family Fund
Smithsonian American Art Museum
Southern Poverty Law Center
U.S. Department of Transportation
U.S. Food and Drug Administration
U.S. Travel Association
The Wallace Foundation
World Wildlife Fund