In response to unflattering headlines about the response by various organizations to U.S. disasters, a U.S.-based international relief organization asked Campbell Rinker to survey its donors and the public. The topic was their perceptions of the organization and awareness of its policies and practices. The organization also wanted to test the favorability of several marketing messages and a more partner-focused approach in delivering relief. Campbell Rinker conducted 10 focus groups across the country among recent donors. The findings from these discussion groups helped inform an online quantitative survey. The survey revealed overall positive perceptions of the organization and the levels of favorability toward various aid-distribution approaches. Message Modeling also helped identify the key messages and wording that resonated most with donors and the general population. Methodology: Live Focus Groups, Online Survey, Modeling
