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Appealing to your market by fine-tuning your message
An effective charity communicates an identity and values that resonate with the
public’s idea of what that type of charity should be about:
A human rights charity, for example, is expected to be outspoken and
campaigning.
A charity supporting older people, on the other hand, would be judged against
its reputation for being caring and compassionate.
The challenge for a charity is to:
1. Identify the particular values that resonate with
prospective donors.
2. Identify the position of the charity in relation to this
market ideal.
3. Identify key attributes that need to be
modified/strengthened to achieve this optimal mix.
Assessing charity’s market position among target groups
Survey - What values do you associate with this type of
charity?
What values do you associate with charities in this specific
sector, i.e. ex-service people?
How does the charity rate on the qualities identified?
brand values gained from surveybrand values gained from surveybrand values gained from surveybrand values gained from survey
How will we reach target groups?
Social media = cost effective solution that can target specific age
groups and area of residence
100,000 Facebook users 45 years and older who live
within 10 miles of Brighton
Prize draw offer provides incentive for people to
participate and share survey with others
Facebook advertising used to target specific Brighton
resident age groups
•1% click rate•1% click rate
Facebook
reach (10 miles
Bton radius)
1% click rate 10%
completion rate
Estimated no.
complete
survey
Type 1- 75+ 86,760 (1+2) 867 86 19
Type 2- 65-74 57
Type 3- 55-65 82,500 825 82 82
Type 4- 45-54 179,560 1,790 179 179
Type 5-
veterans, etc.
? ?
Total 337
Facebook advertisement survey reach
Social media distribution =
400 survey respondents
Booster face to face survey
to boost sample of older age groups
Total sample size = 530
Total pop. aged 45+ in Greater Brighton area
= 100,000
Sample size = 530
95% confidence level
Margin of error= +/- 4

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RM Insight -Charity Branding Market Research

  • 1.
  • 2. Appealing to your market by fine-tuning your message An effective charity communicates an identity and values that resonate with the public’s idea of what that type of charity should be about: A human rights charity, for example, is expected to be outspoken and campaigning. A charity supporting older people, on the other hand, would be judged against its reputation for being caring and compassionate.
  • 3. The challenge for a charity is to: 1. Identify the particular values that resonate with prospective donors. 2. Identify the position of the charity in relation to this market ideal. 3. Identify key attributes that need to be modified/strengthened to achieve this optimal mix.
  • 4.
  • 5. Assessing charity’s market position among target groups
  • 6. Survey - What values do you associate with this type of charity? What values do you associate with charities in this specific sector, i.e. ex-service people? How does the charity rate on the qualities identified?
  • 7.
  • 8. brand values gained from surveybrand values gained from surveybrand values gained from surveybrand values gained from survey
  • 9. How will we reach target groups? Social media = cost effective solution that can target specific age groups and area of residence
  • 10. 100,000 Facebook users 45 years and older who live within 10 miles of Brighton Prize draw offer provides incentive for people to participate and share survey with others Facebook advertising used to target specific Brighton resident age groups
  • 11. •1% click rate•1% click rate
  • 12. Facebook reach (10 miles Bton radius) 1% click rate 10% completion rate Estimated no. complete survey Type 1- 75+ 86,760 (1+2) 867 86 19 Type 2- 65-74 57 Type 3- 55-65 82,500 825 82 82 Type 4- 45-54 179,560 1,790 179 179 Type 5- veterans, etc. ? ? Total 337 Facebook advertisement survey reach
  • 13. Social media distribution = 400 survey respondents
  • 14. Booster face to face survey to boost sample of older age groups
  • 16. Total pop. aged 45+ in Greater Brighton area = 100,000 Sample size = 530 95% confidence level Margin of error= +/- 4