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Challenge
In response to declining donations, one of Canada's most prominent charitable
organizations wanted The Strategic Counsel to provide both an accurate
picture of its donors and a broader sense of the reasons Canadians give
to charities. The client believed that understanding how its organization
is perceived, as well as the issues that are most relevant to donors,
would help promote greater levels of giving.
Strategy
We conducted a study of 1,000 Canadians in which questions focused on
the respondents' awareness of various charities; the frequency with which
they give to charities; and their impressions of the client and its work.
For tracking purposes, some of the questions were consistent with a quantitative
survey we had conducted for the client four years earlier.
Results
The research showed that despite lower donations, the community still
holds the client in high esteem. However, significant groups of donors
were not aware of the scope of the client's work. Our research resulted
in a new direction in the organization's communications. The focus is
now on individual communities and emphasizes issues that are known to
appeal to existing donors.
cultural
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policy analysis and development
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