How can charities develop and tailor a brand to maximise donor penetration? Four easy steps explained to identifying messages that work and appeal to target groups. Age groups targetted using social media. Cutting edge and cost effective market research helping charities improve fundraising reach.

2. Appealing to your market by fine-tuning your message
An effective charity communicates an identity and values that resonate with the
public’s idea of what that type of charity should be about:
A human rights charity, for example, is expected to be outspoken and
campaigning.
A charity supporting older people, on the other hand, would be judged against
its reputation for being caring and compassionate.

3. The challenge for a charity is to:
1. Identify the particular values that resonate with
prospective donors.
2. Identify the position of the charity in relation to this
market ideal.
3. Identify key attributes that need to be
modified/strengthened to achieve this optimal mix.

5. Assessing charity’s market position among target groups

6. Survey - What values do you associate with this type of
charity?
What values do you associate with charities in this specific
sector, i.e. ex-service people?
How does the charity rate on the qualities identified?

8. brand values gained from surveybrand values gained from surveybrand values gained from surveybrand values gained from survey

9. How will we reach target groups?
Social media = cost effective solution that can target specific age
groups and area of residence

10. 100,000 Facebook users 45 years and older who live
within 10 miles of Brighton
Prize draw offer provides incentive for people to
participate and share survey with others
Facebook advertising used to target specific Brighton
resident age groups

11. •1% click rate•1% click rate

12. Facebook
reach (10 miles
Bton radius)
1% click rate 10%
completion rate
Estimated no.
complete
survey
Type 1- 75+ 86,760 (1+2) 867 86 19
Type 2- 65-74 57
Type 3- 55-65 82,500 825 82 82
Type 4- 45-54 179,560 1,790 179 179
Type 5-
veterans, etc.
? ?
Total 337
Facebook advertisement survey reach

13. Social media distribution =
400 survey respondents

14. Booster face to face survey
to boost sample of older age groups

15. Total sample size = 530

16. Total pop. aged 45+ in Greater Brighton area
= 100,000
Sample size = 530
95% confidence level
Margin of error= +/- 4