Philanthropic Consulting Firm Launches New Service

CVR Assists Johnson Grossnickle & Associates with Market Position & New Message

About Johnson, Grossnickle and Associates

Founded in 1994, Johnson, Grossnickle and Associates (JGA) empowers non-profit organizations by undertaking strategic planning and fundraising consultation. JGA offers philanthropic assessments, development audits, feasibility studies, campaign counsel and a post-campaign evaluations. Their clients (nearly 400), while diverse, have primarily represented education, healthcare, faith-based, arts and cultural and community organizations in the central United States. JGA believes in teamwork and transparency, and it is not only evident in the work they do for clients, but also in how they run the company. In 2002, JGA expanded ownership through an employee stock ownership plan (ESOP), which allowed shared ownership of the firm by its associates. This means that each JGA team member has a personal stake in the firm’s success.

Situation

New Predictive Modeling Service Launched

Johnson Grossnickle & Associates (JGA) is a nationally recognized leader in philanthropic consulting, having served over 250 clients ranging from healthcare and education to arts and social services. Working with Donor Search, JGA conceived a new and innovative predictive modeling service designed to better forecast donor giving potential. They asked CVR to assist in validating market acceptance and positioning, and ultimately in crafting service messaging.

Solution

CVR Helps Launch Competitive Campaign

CVR approached the opportunity first through a comprehensive review of other predictive modeling services both in the philanthropic sector and in other industries to understand the positions others were taking. Working with JGA, CVR then created a unique positioning statement and conducted qualitative interviews with likely prospects to ascertain the positioning’s clarity, client service purchase intention and service names. From this research, service descriptions and graphics were honed for Acuity™ and launch materials were created, including collateral, advertising and presentation materials.

Outcome

“CVR’s in-depth research into our clients’ motivations and pain points helped us hone our language and resulted in targeted creative for our new product launch that produced results. We are already halfway to our first year’s revenue goal with this product in the first quarter alone.” - Ted Grossnickle - Founder & Senior Consultant