Cancer Research UK was looking to expand beyond its core supporter base by becoming more consumer-centric. This required a more detailed understanding of why people engage with charities in the first place.
With an infinite variety of motivations for charitable giving, we focused on commitment to the cause, from casual donation right up to event organisation. The resulting framework, established through detailed qualitative and quantitative research, established a clear idea of what CRUK supporters and non-supporters look like. Further work helped bring those segments to life.
The framework was promoted via an online portal promoted by CRUK champions. A series of multi-team workshops with a mix of junior and senior employees helped to distil insight and spread word across the charity.
In addition, a toolkit allowed implementation to be further cascaded, with minimal support required from We Live Context.
Cancer Research UK: How to develop an audience framework for charitable giving in order to facilitate strategic growth.
The work We Live Context did for us was excellent.
It is thorough, comprehensive, and very insightful.
I would recommend them.
Ed Aspel
Executive Director - Cancer Research UK.
CRUK wanted to launch a campaign to raise £1 billion over 5-7 years among high-net-worth (HNW) supporters. Context were engaged to understand the lifestyles, needs, motivations and expectations of HNW supporters and their perceptions of CRUK.
Our detailed qualitative research identified a number of personas, each with varied needs and motivations to support various causes. Context successfully delivered training and insight on the best approaches for each persona type, and helped change their relationship management strategy.
Relationship managers were successfully equipped to maintain and enhance existing relationships, reactivate existing ‘cold’ supporters, and expand the base with new individuals.
