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Wilson Perkins Allen Opinion Research offers research services to break through

surface feelings and uncover the true motivations behind

ministry giving and tithing. Religious organizations are provided with reliable and

actionable findings to increase the effectiveness of fundraising

efforts and ensure a more focused and therefore effective

ministry.

WPA’s Work With Faith Based Institutions

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A Sampling of Faith-Based Non-Profit Clients

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WPA Faith Based Case Study

Open Doors, an international non-for-profit organization that helps persecuted Christians worldwide, partnered with WPA and a national fundraising strategy firm to develop a marketing strategy that would acquire new donors, convert one-time donors to multi-donors, maintain a relationship with regular donors, and re-engage lapsed donors. WPA’s advanced research tools lead to a significant increase in donations and donor engagement. Open Doors used the research provided by WPA

to create a two sided dialogue, engaging donors with the information they valued most.

Open Doors has since expanded its research efforts around the world and has performed similar research with WPA in the United States, Canada, the United Kingdom, Australia, South Africa, Brazil, and Spain.

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Key Tool : Cluster Analysis

Clusters are defined by demographics that can be used to target certain segments of the population that think and act the same way. WPA defines demographic clusters in order to segment the potential population into groups which will then be used to create an optimal communications strategy. In the analysis, WPA utilizes existing clusters defined by the client, previous clusters determined in prior research, and new information in the primary research.

Cluster A

Messages 1, 2, 4

Print Direct Mail

Images 2, 4 Cluster

B

Messages 3, 4

Email Images

1, 3

While each client is unique, and as such the clusters for each study are fine-tuned, WPA has previously used all of the following demographics in determining clusters for similar clients:

• Age; • Sex; • Marital Status; • Number of Children; • Income; • Education; and • Geographical Location.

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Key Tool: High Value Donor Segmentation

In order to maximize return on investment, WPA conducts High Value Donor Segmentation studies to ensure marketing dollars are spent on the group that is of highest potential donor value to an organization. The research consists of two phases:

Phase 1 •Determine a unique set of “indicator” questions that will be

used to segment out the highest value donors in any potential donor group.

Phase 2 •Use automated polling in potential donor groups and these

“indicator” questions in order to scale back lists of potential or new donors to the most likely highest value donors.

Targeted Appeal

Refined Donor List

Efficient and Effective Messaging