| Survey Tools Online
by Marc Lee
There are a variety of Development uses for online survey tools.
But no matter what you ask, everything hinges on the response
to one question.
"A recent article in Harvard Business Review on 'The
One Number You Need' documented that the vast majority of
customer-satisfaction insight comes from answers to a single question:
'How likely is it that you could recommend [this organization]
to a
friend or colleague?' "
Campaign Feasibility Studies — A carefully
crafted online survey is an important tool as you determine broad
donor interest
in your campaign. We've found the results of online surveys in
this context to be extremely valuable. But those who do not respond
may well require a
high degree
of cultivation
before
they
contribute
to
your campaign.
Constituent Opinion — Make the Internet
a two-way street and learn what your supporters are thinking. Don't
ask questions unless you are prepared to take action on the results.
Plan to share the results with your constituents.
Remember these keys:
- A high degree of "survey bloat" abounds online. Don't
ask trivial questions.
- Don't ask for telephone numbers.
- To avoid misleading results and obtain high response rates,
keep all surveys short.
- Questions must be well written and easy to answer.
- The highest response rates come when surveys are quick and
painless.
Learn more about surveys:
Frederick F. Reichheld: The
One Number You Need To Grow. Harvard Business Review, December 2003, pp.
46-54.
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You might want to consider these resources:
How Have you used an online survey?
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