Faith-based charities: is appealing to non-religious audiences possible?

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For faith-based charities, a common challenge is attracting supporters who are not necessarily religious or belong to a specific denomination. From our research in November 2017, we have been able to draw out some interesting findings that could help faith-based charities think about how to do this differently and effectively.

We are happy to find a general warmth towards religious/faith-based charities. Across Britain, 3 out of 10 people in Britain are very likely or quite likely to support them if it was a cause they believed in.

What are healthcare professionals’ key priorities when referring patients to charities?

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Healthcare professionals are important gatekeepers in linking patients with the relevant charities for their needs. Our past research has shown that 69% of the public agree that they would be more likely to go to a charity for information about a health condition if a nurse, GP, or consultant recommended it[1]. This emphasises the essential role that healthcare professionals play in getting people to access key information and services from charities.

But what are healthcare professionals looking for when they refer to charities?

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