In the midst of all our research and analysis to benefit the charity sector, we here at nfpSynergy have been keenly following the Olympics action – a bit of morning judo, lunchtime dressage, boxing, kayaking, swimming – we can’t seem to get enough of it. So all the controversy about empty Olympic venue seats and corporate sponsors got us thinking a bit more about funding for sports and physical fitness initiatives in this country and how to involve the public to a greater degree.

Legend has it that we’re living in a brave new world of community minded companies and business like charities. So a partnership between a company and a charity is now a partnership of equals with shared values and a common goal, right? Maybe. Maybe in some cases, the company and the charity have achieved the holy grail of cross sector partnerships where both are getting what they need.

But maybe that’s in the minority of cases and for the rest, asking whether it’s worth the hassle is a question worth asking.

Audience segmentation by attitude and lifestyle is just one of the ways that charities can make sure they get the right message across to the right audience. But what is the theory of segmentaiton? This presentation explores how charities can make sure they exract every ounce of value from their investment in research and marketing.