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.

 Concern have been working with nfpSynergy to better understand supporters and potential supporters. nfpSynergy have a lot of experience working with charities so they have helped us to learn more about our donors and the wider market.  We have used insights gained to produce more targeted communications, because we now have a better knowledge of who our supporters are and what they expect from us.

Ambrose Duffy, when he was Head of Donor Marketing, Concern. He is now Director of Public Fundraising at UNICEF Ireland.

As nfpSynergy clients who attended our March Insights event and heard the presentation that forms the basis of this editorial will be aware, one of the themes to emerge in recent waves of our research is that while charitable giving levels in 2012 remain volatile, the picture is not bleak.

This seminar looked at a range of issues around charitable giving including donor motivations. It considered why some people do not support charities, how everyone might be persuaded to give and how they might be persuaded to give more.

As the visibility and confidence of LGB consumers has grown and continues to grow in the UK, conventional marketing wisdom has been highlighting the potential for brands to engage with these audiences. Trends in the commercial sector show an increasing number of brands attempting to speak directly to LGB audiences and tailoring products or services to them. Have charities kept up? Previous analysis by nfpSynergy of National Statistics data revealed that same-sex-couple only households give less of their income away to charity than mixed-sex-couple only households[fn]nfpSynergy, 2007.

• “Depth of public resistance to charities giving to political parties seems profound and unequivocal,” says nfpSynergy’s Saxton
• The British public are happier (slide 2) for foreign businesses (24%), foreign governments (15%), churches and religious organisations (15%) – and even the royal family (13% - 7% saying ‘probably’, 6% ‘definitely’) - to give money to support UK political parties than for UK charities (13% - 10% say ‘probably’, 3% ‘definitely’) to so do, according to new data out today

‘Charities’ rank lowest out of a range o

As part of the Charity Awareness Monitor, our regular survey of the British public's attitudes towards and awareness of charities, we collect data on the faith and worship habits of respondents. Delving into this data we pose the question- are Christian audiences relevant for charities that are not faith-based? And does being a regular churchgoer make a difference to how individuals perceive and engage with charities?