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  • Capabilities
    • Jobs to be Done
    • Growth Strategies
    • Define New Products
    • Go-to-Market Plans
    • Innovation Capabilities
  • Industries
    • Consumer Industries
    • Financial Services
    • Healthcare & Life Sciences
    • Technology
  • Results
  • Thinking
  • Non-Profit Work
    • Arts & Culture
    • Social Innovation
  • Contact
CASE STUDY

How a Memphis non-profit cultivated widespread support from out-of-town donors

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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
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