focus group

Note: You will need to do your own research about the best way to conduct a focus group. You have flexibility in your approach, but read the instructions below carefully.

 

Objective:

To enhance The Borgen Project’s website and social media platforms by:

  1. Conducting focus groups to gain external perspectives on our platforms.
  2. Researching websites, programs, and social media accounts of similar nonprofits to identify areas for improvement or new ideas.

Getting Started –

Option 1 – Conducting focus groups to gain external perspectives on our platforms.

    1. Select the type of focus group you want to conduct. Your objective is to gain insight from a group of people. You can gather this information by an in-person focus group or by conducting a survey.
    2. Determine your questions. Clarify your objectives first. Envision the sort of results you’d like to see and brainstorm questions that will do a good job of extracting the kind of information you most need. Do not make your focus group overwhelmingly long but ask enough questions to gather sufficient data.
      • Don’t hesitate to ask participants to explore the website or social media pages, click on different links, and/or find certain information.
      • Make questions short, straightforward, and unambiguous.
      • Do not only use dichotomous or closed questions. Use open-ended questions that make room for complex answers: What did you think of this section of the website? How did you feel about this functionality? How easy was it to find this information? Be cautious of phrases such as “how satisfied” or “to what extent”.
      • Use questions that engage participants. Ask for reflection, examples, choices. Use rating scales, drawings, etc. 
      • Focus the sequence of your questions from general to more specific.
      • Here are some different examples to give you a taste:
        • Introductory Questions: Today’s topic is X. Have you heard about The Borgen Project? What are your general feelings about it?
        • Exploration Questions: What thoughts, feelings, and associations do you have? If you could change one thing about X, what would it be?
        • Key Questions About the Product: What’s the first word that comes to mind when you look at this logo design? In your opinion, what are three areas of improvement that could be made within our content– if you believe any exist?
        • Ending Questions: What other information would you like to comment on or share that we haven’t touched on today?
      • Final tip: Be considerate of time and do not make your focus group too long.
    3. Find participants. The more participants the better, but there should be a minimum of 6. You are welcome to reach out to friends, family, or strangers.
    4. Summarize your findings and provide recommendations based on your research. 
      • Send a report of your findings and recommendations to your manager.
      • Summarize your methodology and profile of participants (college students, retirees, etc.), and what you learned from the study.
      • Do not parrot back the answers of your participants.
      • Include interesting quotes and relevant responses.
      • Be sure to avoid your own bias. The most informative reports will be forwarded to The Borgen Project’s Leadership Team.

Helpful Links

 

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Option 2: Researching Similar Nonprofits

    1. Objective:
      • Analyze the websites and social media accounts of similar nonprofits to identify innovative ideas, programs, and areas where The Borgen Project can improve.
    2. Getting Started:
      • Identify 3-5 nonprofits that share similar missions or goals (e.g., global poverty advocacy, international development, or humanitarian aid).
      • Explore their websites and social media platforms in detail. 
    3. Focus Areas for Research:
      • Website Design:
        • How user-friendly is their website? Are there elements (navigation, layout, visuals) that stand out?
        • How do they present their mission and goals? Are there any compelling sections missing from our site?
      • Content:
        • Analyze their use of blogs, newsletters, or multimedia (videos, infographics).
        • How effectively do they engage visitors and encourage action (e.g., donations, volunteering)?
      • Social Media:
        • What platforms do they use most effectively? Are there trends in content style or strategy we could adopt?
        • Are there interactive campaigns or posts that resonate with their audience?
      • Programs:
        • What kind of programs do they offer? 
        • Do they offer courses?
    4. Make Recommendations:
      • Based on your findings, create a list of suggestions for The Borgen Project, focusing on practical and impactful changes.
      • Prioritize recommendations by feasibility and potential impact.
    5. Summarize your findings and provide recommendations based on your research: 
      • Compile your findings and recommendations in a document and include:
        • A brief overview of each nonprofit you reviewed.
        • A summary of what they do well and how we can learn from their practices.
        • Specific, actionable ideas for improvement.