It is easier to give the people what they want if you know what they want. JVA works with dozens of organizations every year on community feedback projects and recently had the pleasure of conducting a survey for Colorado Public Television 12 (CPT12).

Pam Parker, director of communications and social impact at CPT12, said the station takes a great deal of pride in listening to viewers.

“We respond to online comments and have many one on one conversations with viewers and supporters, and that is very important to us,” she said.

Regardless of how many comments the station receives and how many conversations it has with supporters, though, she said that a one-on-one feedback loop results only in anecdotal information, which while valuable is not a good basis for decision making.

“It had been a long time since we had turned outward and solicited feedback from our entire base of viewers, donors and former donors, and we thought it was time for something robust like a survey,” she said.

Given CPT12’s long partnership with us on grant writing, Parker said it was only natural that the station turn to our team to design and implement a survey.

“We knew JVA had a strong research department and I was familiar with reports they had done for other organizations, so I knew this was something JVA could do well,” she said.

We designed a survey to help CPT12 understand how viewers, donors and former donors perceive the station, what they believe CPT12’s role is in the community, and to identify areas for growth and improvement.

A link to the survey was posted on CPT12’s website and Facebook page, and we also emailed the survey to a list of members. At the end of the process, we created a 30-page report, summarizing the findings and offering recommendations based on member feedback.

“I grew up watching public television and, like most people at JVA, I still watch it,” JVA project lead Jill Iman said. “We heard from many viewers and members as part of this project and were able to make recommendations that should help CPT12 align what they are doing with what their supporters want. It is very satisfying when we can help a great organization become even stronger.”

“I am so pleased with our survey document that I had to take a minute to write in to you,” CPT12 president and general manager Kim Johnson said in an email shortly after receiving the final report. “The writing, graphics and presentation of the information was excellent.

“It’s terrific when the survey results themselves are mostly positive, and this information will be used in a number of ways going forward. Presentation and clarity of materials exceeded my expectations, and I had to let you know.”

Parker said that for the most part, the survey confirmed what CPT12 already knew about member perceptions and preferences.

“The report was very much an affirmation of what we were already doing,” she said. “For the most part, the one-on-one anecdotal feedback we had was right on.”

She said the station is using the report and recommendations to refine its messaging when talking to members and former members. She said it is also being used to improve how CPT12 presents itself in grant applications.

“Working with JVA on this was great, Parker said. “The entire project was very smooth and easy for us. JVA held our hands and took care of all the details so that we did not have to do very much at all, yet got great results.”