How to Get in Your Customers' Heads for Invaluable Research

By  (contrib. Mojified Media)
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An organization used voice-of-customer research to get inside the heads of its members and it worked beyond expectations – Content Marketing Institute.

If you’ve donated to conservation groups, chances are your inbox and mailbox are littered with appeals from like-minded nonprofits. According to nonprofit research organization Guidestar, over 20,000 nonprofits are dedicated to conservation and environmental education.

In short, there’s a lot of competition for donations.

This problem faced the Sierra Club of Colorado (SCC) in early 2018 when it faced tremendous pressure to protect the state’s wild places. The Trump administration was in the process of rolling back protections on national parks and monuments. Though Bears Ears National Monument in Utah was the most visible target (and received the most attention in the media), smaller lands were also under threat by the Bureau of Land Management, including Colorado’s Great Sand Dunes National Park.

“A key tenet of the Colorado Sierra Club is making sure that our public spaces are protected and accessible for all Coloradans,” . . . .

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