Harnessing the Power of Focus Groups for Nonprofit Success
Focus groups can be an invaluable tool for nonprofits, whether you’re designing a new program or evaluating an existing one. They provide more nuanced feedback that surveys or quantitative data alone might miss. By gathering direct input from key stakeholders—such as clients, staff, or community members—you can gain deep, qualitative insights that can help shape effective programs and refine ongoing efforts. Here’s a three-step guide to help your nonprofit plan, schedule, and conduct focus groups that deliver meaningful results.
Focus groups can be an invaluable tool for nonprofits, whether you’re designing a new program or evaluating an existing one.
Step 1: Plan with Purpose
Whether you’re developing a new program or evaluating an existing one, clear and intentional planning is essential.
Define Your Objectives. For program development, your goal might be to assess community needs or explore potential service gaps. For evaluation, you’ll likely be gathering feedback on how well the program is working or to understand participant outcomes. Clearly identifying what you want to learn will help you design questions and keep the discussion on track.
Identify the Right Participants. The participants you choose should reflect the program’s target audience and those most impacted. These might include participants, community leaders, provider staff, or volunteers. Be sure to hold separate focus groups for each participant type. Focus groups go best when they are customized to each group, as what you want to know might be slightly different.
Craft Thoughtful Questions. The questions you ask should be directly tied to your objectives and include a reasonable number to be addressed during the focus group time. Ensure your questions encourage detailed, candid responses while still being straightforward, clear, and written appropriately for the audience.
Pro Tip. Consider conducting a preliminary survey to gather baseline information. This can provide useful context and help you tailor the focus group discussion to the participants’ experiences.
Step 2: Schedule with Care
The logistics of scheduling are crucial for ensuring participation and engagement. Thoughtful scheduling and accessibility can significantly affect the success of your focus group.
Choose a Convenient Time and Location. Make the session accessible for your participants by choosing a time and place that works well for them. Avoid making assumptions, either ask them or the people they work with the most to help determine when would be best. Additionally, ensure everyone has access to the necessary technology or transportation.
Send Invitations Early. It’s important to give participants plenty of notice. Explain in the invitation why their feedback is critical to the program’s success, and outline what they can expect from the session. Send reminders as the date approaches to increase attendance.
Keep the Group Manageable. Aim for 6-12 participants per session. This allows for a diversity of perspectives without overwhelming the conversation. If you need input from a larger group, consider holding multiple sessions.
Pro Tip. Consider offering incentives like gift cards, meals, or stipends to encourage participation and thank participants for their valuable time and perspectives.
Step 3: Conduct with Confidence
How you facilitate the focus group will determine the quality of feedback you gather. Create a comfortable, open environment where participants feel encouraged to share their experiences and ideas.
Set the Tone Early. Start by explaining the purpose of the focus group and how participants’ input will shape the program. Emphasize that all feedback—positive or negative—is valuable, and ensure participants that their responses will remain confidential. Set ground rules for the group to have a respectful, open discussion.
Facilitate, Don’t Lead. A facilitator’s job is to guide the conversation while letting participants do most of the talking. You can encourage participants to brainstorm freely and share diverse perspectives as well as ask clarifying questions to deepen understanding and prompt quieter participants to share. Keep the discussion focused on the key objectives without dominating the conversation.
Capture Everything. With participants’ permission, consider recording the session so you can review the discussion later. Otherwise, be sure to take detailed notes during the session, focusing not just on what’s said, but on the tone and emotions behind the responses. We recommend taking notes on exactly what people say instead of trying to summarize in real-time to limit bias and ensure as much information as possible is captured.
Pro Tip. After the session, debrief with co-facilitators or note-takers to identify key themes and immediate takeaways. This helps you capture fresh insights that may guide future sessions or analysis.
Focus groups are a powerful tool for nonprofits looking to gather in-depth feedback from their stakeholders, whether for developing new programs or evaluating existing ones. Focus groups allow you to center the voices of those who matter most, ensuring that your programs remain responsive, relevant, and impactful. By planning with purpose, scheduling thoughtfully, and conducting with confidence, your nonprofit can leverage focus groups to generate the insights needed for effective program design and continuous improvement. If you would like to learn more about how to conduct focus groups or partner with C1C to conduct focus groups at your organization, feel free to reach out!