Do we really need to conduct a survey? What kind of information will we obtain? What types of questions should we ask? Who should we send it to?
These are some of the common questions that arise when an organization considers distributing a survey as part of a feasibility study or program assessment. The Board of Directors of the Neighborhood House in Northeast Harbor, a local community center currently embarking on a $3 million capital campaign, were interested in getting a sense of who their frequent users are and how those individuals feel about current programs and events.
“We decided to conduct a survey as a way to connect with our constituents and to find out what they really think of the programs currently offered at The Neighborhood House. We asked several tough questions that we hoped would elicit some strong opinions – and they did,” said Mazzie Gogolak, NHH Board President. “It was very gratifying to hear how The Neighborhood House impacts the community and creates a sense of belonging. This survey was a quick, effective, and confidential way to gather program suggestions, volunteer information, and insight into how the community truly feels about the organization.”
Conducting a survey is a wonderful way for an organization to assess its strengths and weaknesses, and to reinforce ties within the community in the process. Most people love to share their opinions and ideas about an organization, and their insight can help highlight areas for growth and improvement. Information attained can also confirm that the organization is moving in sync with the demands of its users and donors -- essential information for fundraising and development planning.
Do we really need a survey?
The answer depends on what your organization is trying to accomplish. Are you involved in a capital campaign? Are you attempting to increase annual giving? Are you conducting a feasibility study to determine the possibility of a campaign? Are you looking to gain insight into your current programming and services?
During a campaign or annual fundraising initiative, a survey can form the basis of a marketing plan, assist in shaping future programming, and provide a way to pull interested people into the mix. It is also a fantastic way to uncover untapped volunteer potential.
A survey is often a key tool for success during a feasibility study. While personal interviews provide in-depth information, a survey can reach a larger number of potential stakeholders and provide more quantifiable data.
If you are looking to make programming adjustments, a survey is a wonderful way to reach out to the community and invite your constituents to lend a hand in shaping the future of your organization.
What kind of information will we obtain?
The depth and value of the information you receive depends entirely on the questions you ask. You can gather basic constituent information by asking where people live, their age, and their income level. Program information can be obtained by asking which programs people use and if there are any additional services that would better meet their needs. You can also ask some tough questions such as, “Would you notice if we closed our doors?” The Neighborhood House survey asked some very difficult questions, but the staff and board were pleased with the results. As hard as it may be to ask, the answers you receive may prove that your organization is exactly where it should be.
Who will we send it to and how will it be distributed?
The most cost effective and time efficient way to conduct a survey is via the internet. If your organization has an email list of current and past users and supporters, you can send a mass invitation to go online and complete the survey. There are a number of inexpensive tools available for accomplishing this task. You can also leave hard copies of the survey at various locations throughout your community for people to fill out and mail back.
A few points to remember:
- The key to receiving quality feedback is to have a third party conduct the survey on behalf of your organization. Do not have the results come directly back to you. Respondents are much more likely to be honest if they are confident that information they provide is confidential.
- Surveys obtain information that you may not want to hear, but the information can often be critical to the future success of your organization.
- Most people are happy to share their opinions – you just have to ask.
BHC Consulting Group can help your organization obtain the information you need. We can assist with discerning the kind of information your survey is likely to gather, writing effective and thought provoking questions, and guiding you through a final analysis of the results. You will probably be amazed with the results, but you’ll never know unless you ask! |
