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MM570 – Week 5 You Decide Transcript
Scenario
Food for the Hungry - Non-profit Organization
In difficult economic times, more and more families need food donations or assistance with purchasing groceries. Food for the Hungry is a non-profit organization that provides assistance to families in need. More and more families need their services; however, fewer people are making donations, and the donations they receive are smaller. The organization needs to increase its donations in order to meet the demand for its services. The organization board held a meeting to discuss the marketing strategy. The Director of Development suggested commissioning a market research study to better understand what motivates its current donors to give, so they can both find additional donors and figure out how to increase the size of donations from their current supporters. Can research help this organization increase its donations to help it feed more hungry families?
Your Role
You are in charge of recommending a research strategy to the organization’s Board of Directors. Recommend the type of study, or types of studies, that will offer the most bang for the buck to this struggling non-profit organization. Write a one-page memo that will include a description of:
• The ideal sample.
• The optimum number of completed surveys.
• Techniques that should be included in the analysis and report.