Often non-profits are so focused on what they’re doing that they don’t always know what’s happening in the sector as a whole.
But, it can be beneficial to an organisation to know what others are doing, how they’re doing it and what results they are getting.
Market intelligence can be a silver bullet for an organisation, it could be all that’s needed to help re-focus where, when and how they do something.
Someone in the organisation should be charged with the responsibility of “sector research” and report any findings to the board or senior management; so as they have a handle on what is happening.
Research could include; subscribing to newsletters, updates from other organisations, setting up alerts to see what others are doing when it comes to web activity.
You could find with this research that others are using language different to that you’re currently using and gaining better results; it could be that you’ll find that it’s the timing of communications that have a better response.
Without market intelligence you could simply be running blind and could well be missing opportunities and of course much needed funds.
Are you monitoring what others in the sector are doing?
Have you changed the way you do things as a result of what you’ve learned?
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