The Value of Creating Research-Driven Content

December 7, 2023

By: Scott Westcott

Taking the time to do research that generates relevant data and fresh insights is a great way to develop content that breaks through the clutter, has a lasting shelf life, and positions your organization as a thought leader.
 
It was with that thinking that we embarked on a recent project to assess the impact of annual giving days hosted by U.S. community foundations. Considering Turn Two works with more than 150 community foundations through the Community Foundation Awareness Initiative, we figured what we learned would be useful to those looking to launch or improve their giving day efforts.
 
Additionally, the effort offered an opportunity to capture and compile data that, to our knowledge, had never been analyzed and presented in a way that demonstrated the collective impact of giving days.

The result is The Impact of Giving Days, an eight-page report that includes new data-driven insights about collective fundraising results and benefits of these single-day events, as well as deeper dives into how several local community foundations run their giving day campaigns.
 
Beyond being relevant to those working in community foundations, the report adds a new proof point to the ongoing narrative about philanthropy in ways that could be of interest to journalists, lawmakers, and other key stakeholders involved with the field.
 
Of course, in-depth research and surveying can be costly and time-consuming, so you have to weigh the potential return on investment for ambitious projects.
 
However, you likely have the resources to identify a relevant topic and then gather information, conduct simple surveys, or interview experts to produce research that is valuable to your community, supporters, clients, customers and media.
 
And such an effort can distinguish your organization as one that goes the extra mile to gain a greater understanding of your field or community. With a new year coming on fast, consider adding a data-driven report to your potential 2024 projects.
 
The process provides you with a greater understanding of the impact of important work and initiatives while allowing you to create content that has value, meaning and staying power.