In 2009, Amnesty International and CEM Institute began to set up a dedicated new research institute for NGOs.
We started out by mapping the surveys and studies that aid organizations typically bought from research institutes, media or advertising agencies. We then streamlined the analyses via the Catglobe software to enable each organisation to design and add its own individual analyses.
In the past, the surveys delivered to the organizations would typically be based on 1,100 interviews a year – usually on an ad hoc basis. Today, however, all the surveys have been consolidated, and the aid organizations have pooled their resources, allowing them to conduct 13,000 interviews per year (250 per week). As a result, the organizations can monitor the impact of their steps continuously – that is, in real time. Or, to put it differently: the organizations can now see through the windshield and not just the rear window. Consequently, the aid organizations can adjust their steps when and as required, rather than just determine whether past actions were good or bad.
In practice, all the insights have been streamlined, which enables each leader in the organization to understand the organization’s performance – whether in terms of marketing, membership care or media reputation and impact.
Thanks to this solution, the aid organizations can now process the dialogue with individuals (one-2-one) to automatically initiate action in relation to a specific respondent/member, customised to match the causes and requirements at hand. This makes it easier for the individual aid organizations to position themselves, because they have coherent information on how to most efficiently attract and stimulate those parts of the population, who wish to support their particular mission.