Case Study: Non-Profits – Citizens for Community Values
Case 3: Citizens for Community Values
Ethridge & Associates, L.L.C. has had the privilege of working for Citizens for Community Values in Memphis, TN, to help them achieve this mission by providing communication consulting and research of two types:
- Community Attitude Surveys – to quantify the public’s attitudes toward sexually oriented businesses
- A Donor Motivational Survey — among donors and prospective donors to help CCV determine what to say, how to say it, to whom to say it, where to say it and when to say it to significantly increase their funds raised.
Most recently, to help CCV raise more money and expand their outreach, CCV asked Ethridge & Associates, L.L.C. to conduct a Donor Motivational Survey to help them develop a fundraising campaign. We custom designed a survey and completed in-depth interviews among CCV’s board members, donors and prospective donors. The objectives of this survey were to find out:
- Why donors had given in the past?
- How they viewed the image and effectiveness of CCV?
- Why prospective donors would donate in the future?
- What CCV needed to do and say to maximize future donations?
Based on the findings from this research, we recommended the key message themes, target audiences, and media to use in their fundraising campaign
One of the key fundraising recommendations that we made was to develop a video/DVD that makes the case for why churches, businesses, and individuals should donate to the organization. CCV created a DVD containing the testimonies of some of the women in CCV’s A Way Out Program and also the testimonies of the volunteers who serve as their mentors. This combination powerfully depicts CCV’s mission of seeing not only change in the community, but permanently changed lives of women and children.
As a result, in 2009, during the recession, CCV was able to raise more funds than they had raised in any previous year. While other similar-sized organizations were experiencing declines in the fundraising due to the recession, CCV was on a firm financial foundation due to our research and advice. Since then, most every church and foundation grant funding organization that they have shown the DVD to has made a significant donation.
Our purpose in working with non-profit organizations is to help put them on a firm financial footing so that they can focus less on needing to raise money and more on excelling at achieving their mission. This is what happened in the case of CCV when we helped them raise more money. Because of their excellence in achieving their mission, CCV’s “A Way Out” program was a finalist in the Samaritan Guide’s “Samaritan Award,” in 2005, 2006 and 2007, which was featured in World magazine. Then, in 2008, CCV won first place in the Samaritan Award contest as the grand prize winner (of $10,000) and was featured on the cover of the Worldmagazine for this award.