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Health Care Donors

A NATIONAL HEALTH ADVOCY ORGANIZATION RESEARCH PROJECT OF MEMBERS, DONORS, AND LIKELY VOTERS

Situation

A well respected national health advocacy organization had strongly supported the Affordable Care Act, and needed to develop a communication and policy agenda that aligned their goals with that of their activists, donors, the general public, and policy makers. 

GSSG was retained to:

·      Determine awareness of the organization’s policy positions by all audiences

·      Understand the impact their positions would likely have on current donors and activists

·      Develop a communications strategy to increase current donors and activists involvement in the organization while recruiting new donors and activists.

Our Approach:

·      GSSG conducted a national survey of 800 likely voters with additional oversamples in key targeted geographies.

·      GSSG also conducted a survey of 600 members of the organization, divided evenly between activists and donors.

·      GSSG then conducted a comprehensive analysis of the results to find commonalities and differences between the various audiences and motivations behind their views and behaviors, enabling us to develop detailed recommendations for the organization. 

Results:

·      While the three groups had divergent views on ACA, GSSG found areas of alignment and developed a message matrix that would allow the organization to have a non-partisan, neutral arbiter roll in the health care policy debate.

·      The organization was able to refine its advocacy agenda to appeal to a broader portion of the electorate and recruit new donors, while maintaining strong support from its current activists and donors.