Imagination Stage
Market Research, Data Analysis, Graphic Design, and Strategic Planning
Imagination Stage is a well-established nonprofit that empowers all young people to discover their voice and identity through performing arts education and professional theatre.
MPS Assists played an integral role in Imagination Stage’s efforts to better understand their donor base and improve marketing and marketing strategy to expand and develop this constituency.
Imagination Stage (IStage) sought a better understanding of its donor constituents, specifically their motivations for giving, attitudes toward return on investment (ROI), and how best to facilitate and develop fundraising. They also wanted to better understand the business landscape for Theatre for Young Artists (TYA), best practices for marketing and solicitation, and develop new outreach material for donor engagement.
The MPS team deployed eight surveys tailored to respondents across two separate segments (Low Dollar Donors and seven levels of Members). To best serve the needs of IStage Marketing and Development Departments, the questions were designed to elicit actionable business and marketing intelligence, and build on previous work MPS has done in similar market research. Questions covered demographics (“What is your household income?”), membership (“Which benefits have you been enjoying?”), customer experience (“Have you been satisfied with your experience with Imagination Stage?”), and giving (“What is the most convenient method of giving for you?”)
The survey findings demonstrated differences in demographics and donor preference between Low Dollar Donors and Members: The latter were more affluent, had fewer and younger children, and were more involved in the theatre, more receptive to IStage’s programming and mission. The findings provided a holistic view of the organization’s constituency, and set up a context for future marketing and solicitation campaigns.
MPS collected and analyzed the data to identify themes and trends, and presented a summary of the findings, along with recommendations. We also provided market analysis and comparative analysis work vis-à-vis IStage’s branding, website (particularly the donation and giving pages), and email solicitations to donors and prospective donors. This was done by examining and assessing websites and solicitation practices employed by ten other nonprofits in the TYA space, and then appraising the marketing efforts of Imagination Stage. The studies revealed areas for improvement with respect to design and content, particularly on IStage’s website.
An MPS consultant provided in-depth analysis of IStage’s materials, in addition to actionable recommendations for improvement of content, both from a design and branding perspective, and with regards to effective donor solicitation.
Building on this effort, the consultant also provided the client with two marketing samples to send to donors and prospective donors: a double-sided, full-page trifold brochure, and a double-sided, post card. The materials were created in Adobe InDesign, using existing images and logos provided by IStage’s Marketing and Developing Departments, along with content and design from the consultant.
The project concluded with a debrief presentation on the collective work, including a summary of the survey work, and a more in-depth discussion of the design and market analysis work.
Imagination Stage has actionable quantitative and qualitative business intelligence that they will use to better understand their constituency, both donors and prospective donors; improve their website, webpages, and email solicitations; and refine their marketing and branding to their donor base via digital and print media. MPS will follow up with Imagination Stage to ascertain whether fundraising efforts have improved following market research, analysis, and design efforts.