The Problem
Our client, a consulting organization specializing in nonprofit clients, had recently heard through informal channels that they were not being viewed as a top choice for regional nonprofits. While there was no noticeable decline in their customer base, leadership was concerned that they might be missing critical feedback or trends that could impact future growth.
They needed to understand whether these perceptions were isolated or widespread, and identify any underlying issues before they began to affect relationships and reputation.
The Approach
We fielded an interview-based project to effectively explore a large breadth of topics that could result in lapsed engagements.
First, we collaborated with our client to design an outreach protocol targeting three key segments in their contact lists: Lapsed, Re‑Engaged, and Never Engaged. In parallel to this, we developed a structured discussion guide to explore hypotheses related to organizational dynamics, partner selection criteria, and engagement approaches.
We then completed interviews on a rolling basis, allowing participants to schedule based on their convenience. Once all of te interviews were complete, we analyzed qualitative feedback by segment to identify patterns and trends both within and across groups.
The Results
Delivery Approach Satisfaction
We found exceptionally high satisfaction with our client’s delivery approach, including goal development, timelines, project management, and communication, building peace of mind around their personnel and day-to-day operations.
Refinement Opportunities
Interviews with two core segments, Lapsed and Re-Engaged participants, yielded two key areas for refinement: delivering more polished final reports for share‑outs and incorporating more implementation guidance in coaching‑oriented projects.
Positioning Strategy
We identified sector perceptions of the client’s core strengths and best‑fit services, a driving factor behind deciding when to use (or not use) their services. This information served as the foundation for broader strategic discussions on positioning and marketing.
Did You Know...
We can tag interview participants by specific groups or cohorts, a process that mimics how data is segmented in surveys. Using these tagging protocols lets us identify trends across segments, even when working with qualitative data.
