Associations & Not-For-Profits

Shugoll Research is uniquely qualified to help associations and not-for-profit organizations optimize their business decisions to address challenges and make the most of opportunities. We have helped numerous trade, consumer and professional associations identify ways to grow membership and boost satisfaction and involvement among existing members.

Organizations that carry the mantle for many important social issues have used our expertise in generating financial support, identifying key audience segments and testing the messages to influence opinion and policy.

A large part of our business is answering critical questions and providing actionable direction. Here are some of the questions Shugoll Research has helped Associations and Not-for-Profit clients answer over the years:

Associations & Not-For-Profits


  • Q
    How can we improve attendance at our conferences, meetings and training sessions?
  • A

    Expanding participation requires understanding the obstacles that prevent non-attendees from participating and determining what would motivate them to attend. Thus, while surveys of attendees are needed to ascertain which current programs are valuable to ensure that proposed new programs or potential changes will not alienate current attendees, Shugoll Research also surveys lapsed attendees and potential attendees to understand what changes must be made to attract a broader group. Using this multi-segment approach, Shugoll Research has helped organizations greatly expand attendance by restructuring/ reformatting their meetings and addressing issues such as date and duration changes, optimal locations/types of settings, fee structure for different types of attendees and mix of activities, learning formats and content areas.

  • Q
    How can we increase non-dues revenues?
  • A

    In many cases, demand for products offered by associations or not-for-profits is hindered by a lack of awareness of the product or a lack of understanding about product features, benefits or means of access. So, the first step Shugoll Research takes in assessing sales opportunities is to undertake a Benefits Audit Survey among client members. This process assesses awareness, use and frequency of use, reasons for non-use and perceived value of existing products. We also look at unmet needs, including time frame and delivery mechanism requirements, to determine if current products can be repositioned or if new products are needed. Using the Benefits Audit Survey, Shugoll Research has helped associations and non-profits to identify their strongest product offerings and make minor modifications to existing products to greatly broaden their appeal. We have also identified under-utilized products that only needed increased promotion because the products were valued but not well known or understood. 

  • Q
    How can we tell if our public education messages are having the intended impact?
  • A

    Public education and communications campaigns are best evaluated by taking measures of the target audience’s attitudes and behaviors prior to the campaign baseline and at periodic intervals tracking throughout the campaign. Using this methodology, Shugoll Research has evaluated the impact of communications campaigns for industries, issues and policies. This research has been used to develop and refine specific messages, test the effectiveness of communications programs and to fine-tune the media mix.

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Selected Associations & Not-For-Profits Clients

  • American Association of Retired Persons (AARP)
  • American Society for Training and Development (ASTD)
  • Food Marketing Institute (FMI)
  • Mortgage Bankers Association of America (MBAA)
  • National Association of REALTORS
  • American Nurses Association (ANA)
  • Americans for the Arts
  • United Educators
  • American Cancer Society
  • American College of Cardiology (ACC)
  • American Health Care Association (AHCA)
  • American Pharmacists Association
  • American Red Cross
  • Association of Clinical Research Professionals
  • Campaign for Tobacco Free Kids
  • Civil War Preservation Trust
  • Consumer Health Care Products Association (CHPA)
  • Cystic Fibrosis Services
  • Healthcare Convention and Exhibitors Association
  • International Association of Business Communicators
  • National Cattlemen's Beef Association
  • National Crime Prevention Council
  • National Pork Board
  • Opera America
  • Theatre Communications Group
  • URAC