How a Memphis non-profit cultivated widespread support from out-of-town donors
As a non-profit focused on the legacy of Stax Records and soul music, the Soulsville Foundation balances a wide range of activities from its museum to its youth and education programs. But in the wake of COVID-19, Soulsville needed to attract more support from donors, both within and outside of Memphis.
Using a combination of Jobs to be Done and journey mapping, we probed existing donors from a wide range of backgrounds on their history with Soulsville, their broader interests, other initiatives they contributed to, and the journey they took to become Soulsville patrons
We synthesized the main drivers behind donors’ support and charted out a clear action plan for how to activate additional donors on a wider scale
Soulsville has clarified its messaging to touch the hearts of donors across the country and build a stronger, long-term rapport. We also helped the organization devise a more personal and engaging experience for remote donors by bringing them into the fold of Soulsville’s work.