Online Surveys and ‘Nonprofit Tech’
A poke with a stick or a kick to the shin?

By Paul Weber, EAG, Inc.
Kansas City

Editor’s note:  At Jeffrey Byrne & Associates, we strive to bring our client partners and their campaigns the most timely and innovative options to help achieve their fundraising goals. Recently, we’ve begun exploring new technology-based tools to quickly and cost-effectively seek feedback on proposed capital and major gifts projects, both during project development and during a Campaign Readiness AssessmentSM. While we continue to maintain that fundraising is a very personal process that calls more for “high-touch” than “high-tech,” we also understand that these technology-based tools can be highly attractive, especially in reaching large constituencies and certain tech-friendly demographics. As such, we have introduced Jeffrey Byrne & Associates CRA Online as a new client tool. This month, Paul Weber of Kansas City-based Entrepreneur Advertising Group has written a special column examining the benefits of such online surveys, and what you should know before you “dive in” to this area of new technology. We welcome your feedback and would love to hear about your organization’s experiences with online donor “touches.” You can write to us at info@fundraisingjba.com. Learn more about Paul and EAG at SmallBusinessMiracles.com.

The survey question asks: “Which would you prefer, a poke with a stick or a kick to the shin?” And the survey results read: “Seventy percent of all respondents to a recent survey said they wouldn’t mind a swift kick to the shin.”

Needless to say, this is an absurd example of how easy it is to skew, misread, misinterpret and—ultimately—mislead with survey questions. Never has this been more the case than with the use of online surveys.

Online surveys have evolved to the point of being ubiquitous on popular consumer websites. Each survey encourages you to answer the simplest of questions and then teases you with results that are less-than-scientific, at best.

So why the proliferation of online surveys?
The technology has evolved so that it is simple to use, sophisticated in its capabilities, and inexpensive. Popular online survey tools allow you to develop very complex research tools to collect valid and reliable data. Unfortunately, many who are using these online surveys might be causing more harm than good.

Science still applies when it comes to using surveys.
Qualitative and quantitative research is as important as ever among nonprofits, both from a marketing perspective and as a step in the capital development process. But when used without considering the basic research rules of reliability and validity, online surveys, and surveys in general, can draw a picture that inaccurately reflects reality.

When is an online tool risky? When it’s in the hands of the untrained.
Just like the importance of having a good moderator to conduct a focus group, a quantitative survey conducted online requires an experienced research writer at the keyboard. Survey and sample size is critical to ensuring that your data is usable in accurately portraying the attitudes and opinions of your constituents. Before rushing to implement any online survey of your audience, consider the expertise of those conducting the research on your behalf.

Can online surveys be used safely in the capital campaign process?
Yes, online surveys can be used as a supplement to a well-prepared qualitative research effort. Jeffrey Byrne & Associates, Inc., uses an online survey process (CRA Online) as an adjunct to focus groups and personal interviews already used in the Community Readiness AssessmentSM, a proprietary methodology for determining a community’s preparedness for a capital campaign.

The online survey questionnaire is carefully written and used to: (1) validate data collected through the qualitative research process; (2) extend the reach of the research to additional stakeholders and donors; and (3) add convenience for some participants. CRA Online is an important enhancement to an already accurate and reliable qualitative research effort.

CRA Online is not a stand-alone tool, but a supplement to a tested process of data collection that has resulted in more nonprofits achieving their campaign objectives.

Where are we going with online surveys?

Right now there is a legitimate concern that we are drowning online respondents in a sea of survey questions. Experts in the field fear that through overuse of the tool we may begin to skew results as respondents become both skeptical and weary of the survey process.

Respondents to surveys are an asset to your organization and should be protected. Most likely, the individuals whose opinion you care most about are actively engaged in your mission, or are donors. It is imperative that these assets be protected.

Only survey your constituents (online and offline) when the data is truly needed to make strategic decisions for your nonprofit. Avoid trite and trivial surveys.

Consider who is conducting your qualitative and quantitative surveys. Do they have a track record of successfully conducting this type of research, and are they trained in handling survey tools?

Consider training yourself and your staff on best-practices in market research so you can recognize good survey tools and good research practitioners the next time you are considering a survey.