Refining a leading charity’s targeting strategy

The Need

Our client is a leading children’s charity and needed to refine their audience understanding so that they could move from a traditional channel based approach, to one that is more audience led. It also needed to identify how it can differentiate itself in an incredibly cluttered environment.

Our Approach

We conducted qualitative super-groups to identify the key motivations, barriers and attitudinal cohorts in relation to support. We used this to fuel a comprehensive quantitative phase that created a map of the key reasons people give to charity and segmented people based on their motivations. Finally, we appended the segments onto our panel so that all future brand and marketing decision-making was dictated by their target segments not internal marketing team.

The Outcome

We identified the most important motivations for support and how each charity delivered on them. This highlighted strengths, weaknesses and white space areas for the charity to forge a clear niche in the sector. By creating a solid foundation of audience understanding, future services are able to be tailored to the needs of their core segments and target white spaces that other charities weren’t addressing.