Focus group

I was invited to a meeting this morning with a large Canadian charity at a downtown hotel.  They were seeking input from their major donors on a potential new capital campaign that is centred around a new program initiative.  Ketchum KCI led the focus group – there were six of us present (matched by staff of the NGO, who left the room when the focus group started).

Interesting experience I have run into several times before.  These conversations with consultants about new fundraising initiatives often happen by phone, or they pop into visit me at my office.  I think this was the first time I participated in an actual focus group on the issue.  You know when they pull out the chart that outlines the potential giving pyramid [it's just an example], that they are really trying to suss you out for your giving potential when you point to where you would land on the chart.  Kind of crass, but I suppose it is working for them.

Regarding this experience, my first comment would be that I don’t think we needed to be paired up 1:1 with staff.  Seemed like heavy-duty overkill and a waste of resources.  I felt kind of embarrassed for them.

We heard from the president, then a report from an expert which justified the program expansion.  The staff left, and then the focus group began.  It is interesting how a group of experienced outsiders can cut to the chase and how quickly each outsider raised issues, inconsistencies, and proposed brilliant solutions.  (No, it wasn’t me.)  It was a story to me of how within a closed system – without outside intervention or perspective – you begin to all talk the same and see things the same way.  The evident loopholes just are not observed.

I am hopeful that the consultant from Ketchum was able to grab our thoughts and that they will grapple with this new endeavour’s potential to change the dynamic at the organization.  It’s a group I believe in, and value for what they do, and I want them to succeed.