A recent survey by Stanford Social Innovation Review confirmed a surprising fact: in an era where customer feedback is ubiquitous in the for-profit world, both doers and donors in the social innovation sphere struggle to systematically understand the preferences and experiences of the people they are seeking to help: the nonprofit customer.
To be sure, social innovators want to understand their clients needs. The survey found that 88% of 1,986 respondents reported that gathering feedback was one of their priorities in measuring impact. But only 13% were using it as a top source of insight for improving services; and two-thirds said that lack of staff capacity and resources were the major barrier to implementing feedback systems.
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