Zooming for the first time shows nonprofit user the benefits of program evaluation

Through the use of Zoomerang, the staff at FIRST, a nonprofit organization, discovered how member feedback can help focus resources.

Founded in 1981, the Foundation for Ichthyosis & Related Skin Types, Inc. (FIRST) is a national nonprofit organization dedicated to helping individuals and families manage ichthyosis, a rare type of skin disorder. The staff at FIRST knew they needed member input about their programs but were unaccustomed to using online surveys. In the summer of 2003 they were introduced to Zoomerang.

Feedback required for focused growth
In 2000, Jean Pickford, Executive Director of FIRST tried to survey her membership by including a questionnaire on the back page of their quarterly newsletter. The newsletter was sent to about 1200 people, and about 50 surveys were returned; about a four percent response rate. If she were to do a survey again, she knew she needed to try something different.

Two years later, in 2002, FIRSTs board of directors decided that to implement their strategic plan, they needed to have a better understanding of their members opinions about their services.

We knew that to get to the next level as an organization, we needed to understand the profile of our membership, and Zoomerang could help us, Pickford said. When I first used Zoomerang I thought it looked great. Its exactly what we were looking for. After she did a sample survey, she sent it to her board members, to solicit their opinion before launching it.

First-time disappointment turns into success
The first time we used Zoomerang, we simply made the survey available. We let our members know about it in our newsletter and on our web site. Only 43 people responded, she said.

Disappointed with her initial efforts, Pickford decided to be more proactive by sending the survey directly to people via email. The results were much more successful. Within four days we had 300 responses, she says. And because we set it up so that the responses were anonymous, I feel the answers were really honest."

Members help focus resources
The primary focus of this initial survey was to get input into services the organization offers. The responses will help us prioritize our efforts and resources, she says.

She asked the members which services they found most helpful. Now I know, she says, and I can focus our efforts on these areas.s.

We also asked our members for suggestions about what theyd like to see. Pickford says. Some of the suggestions were, quite frankly, impossible to implement. But some of them are interesting suggestions, and quite simple. Well be considering them when we incorporate our strategic plan for the coming years. Having analyzed the results, shell now present them to her board of directors.

First-time user pleased with results
Pickford offers advice to first-time Zoomerang users. Id recommend that they think a lot about what they want to do with the information. Structure the questions so you get the results that will be the most helpful for you. Your homework is to think through the questions on your survey, so you will receive the targeted results you are looking for. With her answers, she has the input she needs to know where to focus her efforts.

When asked about her experience with the survey software after only one use, she says, When we survey our membership again, well definitely use Zoomerang. Its a great resource to have our activities constantly reviewed and approved. Were going to rely on this data.