Experiencing Nonprofits in Vietnam: What Matters Most to the People Nonprofits Aim to Serve

To better understand nonprofit performance and impact, this study set out to identify the salient viewpoints of the individuals and communities a nonprofit human service provider sets out to serve, i.e., the nonprofit’s constituents. Focusing on the first encounter with a nonprofit, which the service management, public encounters, and help-seeking literatures all identify as important to understanding experiences of and engagement with service organizations, I ask: How does a constituent’s first encounter with a nonprofit influence their experience and decision to engage with the organization? To address this question, I implemented a community-engaged, multi-phased, Q methodology study with 56 women in Vietnam. I utilized a focus group discussion, in-depth interviews, participant reflections on a first visit to a nonprofit, a Q sort, and debrief interviews. My research revealed three viewpoints and four dimensions of effectiveness. The three viewpoints include: Mutuality - I am looking for signs we can work together as equal partners to address my problem; Caring - I am looking for signs you are personally motivated towards helping me; and Efficiency - I am looking for signs I can get what I need in a timely manner. The four dimensions of effectiveness include: relational, technical, accessibility, and other dimensions of effectiveness. Regardless of the viewpoint, the relational dimension of an encounter is central to constituent decisions to engage with a nonprofit, a dimension that is undertheorized in social impact measurement. That said, all three viewpoints bring the four dimensions of effectiveness together in distinct ways. In this way, a Q study reminds us that constituents are not all the same and exposes some of the differences. These findings offer implications for research and practice on nonprofit management and measurement.