SlideShare a Scribd company logo
16%
26%
31%
0%
5%
10%
15%
20%
25%
30%
35%
Emotional Combined Rational
Campaign strategy
Vlargeprofitgains(%reporting)
Distinctive Assets?
1. Characters or
celebrities
2. Colours/colour
combinations
3. Fonts/typefaces 4. Logos
5. Music/jingles/
sonic devices
6. Pack shapes/closures 7. Style of/moments
in advertising
8. Taglines/phrases
VW
Just Do It
Turning an understanding of people
into profit
Who’s buying?
What are they
buying?
Who are they
buying from?
GIVING
BUYING
Awareness Attitude Behaviour
Spreading public knowledge
about the cause or the work of
the charity
A shift in feeling about a cause,
a brand or oneself
A shift in the way we act
toward a cause, interact with
the charity or those affected
Donations Volunteering Brand building
A call or platform for
donations, whether through
direct payment process, or
indirect (product purchases,
event participation etc.)
Awareness of fundraising or
volunteer opportunities, calling
for people’s time and effort
Enhancing the charity’s image
and differentiating it from
other charities within the
category and beyond
Who’s buying?
People who see
themselves as…
People who
believe in…
People who want
to feel good
today
People who feel
strongly about…
People who want
to donate
occasionally
People who feel
strongly about…
MumsEmployers
What are they
buying?
A better self
Social respect
A sense of belonging
An impact on their world
My world
Our world
The world
Source: CAF UK Giving Report 2017
Fear
Guilt
Shame
Anger
Who are they
buying from?
Physical
availability
Source: CAF UK Giving Report 2017
Source: CAF UK Giving Report 2017
TAP
A charity tackling homelessness
in London through contactless
technology.
Penetration
Emotion
Predisposition
Who’s buying?
What are they buying?
Who are they buying from?
BUYINGGIVING How easily can they buy?
Shekhar.Deshpande@jwt.com
Psychology of
communications
- tools from the Behavioural Sciences
28 June 2018
London
#CCPsychComms
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk

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