August 15, 2012

Survey says

Richard Dawson would be proud.

The late, cheek-kissing game host probably wished he had a nickel for every time he pronounced, “Survey says” on one of my all-time-favorite shows, Family Feud. (OK, come to think of it, I bet he did have a nickel – and more – for each proclamation. But let’s not get distracted).

I feel like borrowing his catch-phrase each time I open our SurveyMonkey account.

We are in stage two of a branding process for the diocese. In the first stage, we spent quite a bit of time talking and reflecting about what we were trying to accomplish. Was the goal to simply develop an eye-catching logo that we’d slap onto all things diocesan? Or were we ready to do some real soul-searching and honest-talk about who we are, how we’re perceived and what we want to become?

After we reached some clarity about those goals, we moved into research. Or, as I like to call it, the "survey says" stage.

The budget for this project is pretty small – and the research line item even smaller. (Side note: When we met with a local non-profit who had recently undergone a similar branding process, he asked about our budget. His ideal number for such an exercise: $100,000. When I slipped off the chair to pick up my jaw, he quickly realized that we were not blessed with the same abundance).

So we’re using surveys and small focus groups for our research. We first met with all of the staff, bribing them with lunch in exchange for 90-minutes to reflect upon our current identity and the diocese’s strengths and weaknesses. We saved the timeshare pitch for later.

I was skeptical about what we would learn from the group, but as I read through their (anonymous) responses, I was impressed. Their comments were insightful, surprising and compelling.

Next, we created a survey for a group of about 100 stakeholders. We used SurveyMonkey and purchased a subscription because we wanted the next level of access and analysis. We offered a short window for response – three days. With a day left, we’ve received about 50 percent response rate, which Google tells me is a respectable number.

We’ve struck gold. These responses are rich with information about people’s perceptions of the diocese as an institution and the Episcopal Church as a denomination. We’re learning about what matters to people, what they value and what they need.

The next round of research, of course, will target those who aren’t a part of our church. What do they know about the Episcopal Church? What elements of our faith tradition are meaningful? How can we tell our story in a way that resonates?

I’m realizing this research process will be far more than just a tool to help us design a logo. The information we’re gathering could help as we plan formation programs, shape convention’s agendas, strengthen congregational development and craft our message. If we’re willing to listen to the research, we have some real opportunities for growth and evangelism.

At least, that’s what the survey says.