Boosting Program Signups with Product Development: A Nonprofit Success Story

Running a nonprofit is often a balancing act between offering valuable services and maintaining financial sustainability.

One of our nonprofit partners recently faced a significant challenge: a popular program they offered wasn't covering its costs. The people delivering the program were passionate about keeping it accessible and didn’t want to raise prices, but the finance team needed a solution to cover expenses.

Instead of simply increasing fees, we approached the problem with a product development mindset. By treating the program as a product, we explored how we could enhance its visibility and appeal, ultimately increasing signups without burdening the people it served.

Identifying Priority "Features"

The first step was to identify the program’s key "features"—the elements that participants and partners valued most. We conducted a thorough user journey analysis to understand how individuals signed up for the program and how partners purchased it. This involved mapping out every touchpoint, from the moment someone first heard about the program to the final steps of enrollment.

Through this process, we uncovered several key themes that were important to both participants and partners:

• Curriculum Updates: Participants wanted to ensure the program content was current and relevant.

• General Knowledge About the Program: There was a need for more accessible information about what the program offered.

• Acknowledging Current Partners: Recognition of partners who supported the program was important for community building and trust.

• How to Sign Up/How to Become a Partner: Clear instructions on enrollment and partnership were essential for smooth onboarding.

Socializing the Features

With these insights in hand, we turned our focus to external communication. We crafted a comprehensive social media strategy to share the identified features across four platforms—Instagram, Facebook, LinkedIn, and Twitter. By consistently posting content that highlighted these key features, we were able to generate interest and drive traffic to the program’s signup page.

The results were impressive. The classes that had previously struggled to fill up began to see a surge in enrollment, simply through the power of effective communication and increased visibility.

Internal Communication Plan

While external communication was crucial, we also recognized the importance of maintaining strong internal communications. We developed a detailed communications plan for the nonprofit, focusing on the partner's journey. This plan outlined critical touchpoints and the most effective ways to engage partners, whether through phone calls, emails, or virtual town halls.

By providing this roadmap, we empowered the organization to maintain strong relationships with its partners, ensuring continued support and engagement.

The Takeaway: Think Like a Product Developer

When faced with financial challenges, it's tempting to think that raising prices is the only solution. However, this case study shows that by treating your programs as products, you can often find alternative ways to increase revenue without putting the burden on those you serve. Enhancing marketing, improving visibility, and refining the user experience can have a significant impact on signups and overall success.

And don’t forget to check out our UX tip in this edition: User journeys and why every business needs them!