Penetration
Analysis is a research
technique with a
well-established track record
in the service industries. It
is increasingly utilized by
law firms to guide their
marketing strategy.
Penetration Analysis is
essentially an analysis of the
universe of your potential
contributors, to determine how
your PAC must position itself
to maximize its participation
and revenue.
Making
a donation to a PAC is
ultimately a purchasing
decision, in which the
contributor seeks — perhaps
not altogether consciously —
to satisfy a value.
Understanding how and why your
potential contributors arrive
at this decision is the key to
opening the door to their
contributions.
To
craft an effective
contributions-maximizing
strategy, you should know the
answer to each of these
questions:
 |
What
is your potential
universe of
contributors —
realistically? |
|
|
|
What
is the competition
for PAC dollars
within your
potential market? |
|
|
|
To
what extent are
potential
contributors aware
of what you do? What
are the favorable
and unfavorable
image attributes
which come to mind
for potential
contributors when
they think of your
PAC? |
|
|
|
Do
your potential
contributors
perceive a value —
to their company, to
their industry, to
their self — in
political activism
through your PAC?
For single company
PACs, do eligible
donors perceive a
strong correlation
between corporate
success and personal
success (for many
employees, the
answer is no)? |
|
|
|
What
other considerations
are preventing
eligible donors from
contributing? And
why are lapsed
donors no longer
active? |
You
need answers to these
questions. And that’s what
Penetration Analysis provides;
answers based on empirical
data — not guesses —
collected through one-on-one
interviews with a carefully
selected sample of current
donors, lapsed donors, and
eligible non-donors. Armed
with this data, QEV can tell
you precisely what’s needed
to achieve your revenue goals.
