Unlocking the power of market research: NFP Council Insights

This blog dives into the key insights shared during a recent meeting with the CMA NFP Council.

In today’s dynamic marketing environment, truly understanding your audience is not just beneficial—it’s essential. The powerful synergy between market research, campaign activation and performance measurement offers actionable insights marketers are looking for to elevate their strategies and drive meaningful results.

From insight to activation: The blueprint for impact

A central theme of the discussion was the journey, “from insight to activation to measurement.” This framework is the backbone of any successful campaign. It begins with deep audience insights, which inform strategic activation and culminate in precise, data-driven measurement. Campaigns built on this foundation are more likely to resonate, engage and deliver on their objectives.

Know your community: The cornerstone of engagement

Effective engagement starts with a clear understanding of your community. Without this, even the most creative campaigns can fall flat. By identifying donor profiles, preferences and motivations, organizations can craft messages that connect on a personal level—avoiding generic outreach that risks alienating key segments. Segmenting your community is a great starting point, whether that is based on giving or engagement. But layering in and leaning into demographic, psychographic and behavioural attributes can really start to bring into focus a more holistic view.

Personalization: More than a trend—a strategic imperative

Personalization has moved beyond buzzword status to become a strategic necessity. Different donor personas require tailored messaging to foster genuine engagement. Organizations like United Way and Diabetes Canada exemplify how psychographic segmentation and geographic targeting can enhance both program delivery and fundraising outcomes. Leaning into customized target audiences can allow organizations to ensure that every message feels relevant and intentional.

Measuring what matters: Metrics that drive growth

Success isn’t just about launching a campaign—it’s about knowing what works. Key performance indicators such as awareness, engagement and revenue must be continuously monitored. Ongoing testing and optimization, grounded in real-time insights, are critical for refining strategies and maximizing impact. Taking your customized target audiences, and executing on them in a variety of online and offline platforms will truly unlock clearer results. Picking a partner or variety of partners to collaborate with, from helping your research and strategy to execution through to measurement, can give you an understanding of what works and doesn’t.

Overcoming barriers: Building internal alignment

Despite the clear benefits, many organizations face internal challenges—ranging from data silos to a lack of shared understanding around data use. Building internal commitment and fostering a common language around what defines data, insights and analytics, are essential steps toward unlocking the full potential of market research, as well as activation.

Real-world success: Lessons from the NFP sector

Across Canada, numerous not-for-profit organizations have demonstrated the transformative power of audience segmentation and personalized messaging. Organizations like United Way and Diabetes Canada are underscoring how leveraging market research can lead to more strategic decision-making activation, deeper audience engagement and better measurable outcomes. By better aligning insights with activations, companies are setting new ways for effective, data-driven marketing strategies and executions, not just in the NFP sector, but in all sectors.

Looking ahead: A strategic path forward

The key takeaway is clear: integrating market research and development with activation and measurement is no longer optional—it’s a strategic imperative. By deeply understanding your target audiences, personalizing your outreach and activation, and continuously evaluating performance, marketers can craft campaigns that not only resonate but also deliver lasting impact.


Authors:
Allen Davidov, Senior Vice President and Practice Leader, Environics Analytics
Kim Fletcher, Senior Vice President, Marketing and Communications, Diabetes Canada