Why should nonprofits undertake market analysis when we don’t compete with other organizations?
A few years ago, I worked on a pro bono consulting project for a local nonprofit gym. The gym was having trouble retaining lifeguards and thought that the problem was insufficient compensation. As part of the consulting work, the ACT team called up managers at similar but non-competitive organizations and asked about employee turnover rates and compensation plans. We found that our client was doing as well as other gyms in staff retention, and that paying more was unlikely to solve the problem. This was welcome news to the organization.
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