We are often asked what the relationship is between the various different measures of awareness, such as prompted awareness, spontaneous awareness and understanding of which cause a charity works in, and their other real world measures, like total or voluntary income and media spend.

Based on a sample of nearly 60 UK charities and nfpSynergy data, this five part report looks at some key questions and analyses two areas in detail: the relationship between awareness and income, and that between awareness and media spend.

Part 1 - Awareness - where does it come from and why is it important?

Part 2: Analysing two of the sources of awareness: paid media spend and levels of income

Part 3: Changes in awareness, media spend and income over time

Part 4: Evidence from case studies for and against media spend or income driving awareness

Part 5: Towards a strategy for raising awareness

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