OBJECTIVE
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.
APPROACH
  • 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
IMPACT
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.
GROWTH STRATEGIES | JOBS TO BE DONE