Charity
Commercial edge
Charities are acutely sensitive to the economic climate and one of the most emotionally complex research environments there is. Competition for share of wallet is fierce, donor loyalty is fragile, and the gap between people’s values and their actual giving behaviour is wider than most organisations want to admit.
Charities can’t afford to wait it out. They need to think differently about how they connect to people – taking a sharper, more commercial approach. That’s where we come in.
With over 30 years of retail experience, we bring our commercial nous to the charity sphere. We help charities show up in the right places, with the right messages, at the right moments – meeting people where they are and making the case for giving in a way that genuinely resonates.
The generosity gap
In most categories, the say-do gap is an inconvenience. In charity, it runs deeper. Giving is bound up in personal identity and self-image – admitting you’ve stepped back doesn’t just feel awkward, it can feel like a statement about who you are.
The risk is flattery – claimed data about giving and the importance of cause can obscure the hard truths businesses often need to hear. We design research that works around these distortions – using specialist qualitative researchers and implicit methods that reveal actual motivations and behaviours.
Hard to reach audiences
Reaching the right people is its own challenge too. Through our in-house recruitment partner Zest, we’re able to get to audiences who don’t always show up in standard research – those affected by terminal illness, financially vulnerable groups, and those with accessibility needs. The audiences that matter most but are rarely heard from.
Our expert team instantly put consumers at ease, at a time when more sensitive or personal conversations might be needed.
Our experience
We work with some of the biggest charities, supporting an array of causes. Our experience spans the full journey – from supporter and donor research to fundraising and legacy, and beyond. Here’s just a few examples of our work.
FAQs
How is charity sector research different from commercial research?
Charities have always been driven by mission and purpose, and rightly so. But with economic pressures putting strain on discretionary giving, there’s never been a greater need for charities to pair that purpose with sharper commercial thinking. We help charities show up in the right places, with the right messages, at the right moments – bringing the kind of strategic instincts that help them compete for attention and income in a much tougher environment.
How do you research supporters, donors, and beneficiaries together?
All of our research is bespoke and designed with the relevant audience in mind, rather than adopting a ‘one size fits all’ approach. We would use distinct methods for each audience type – in particular, taking a more sensitive approach to charity beneficiary recruitment and data collection.
Can you research corporate partners and trustees as well as supporters and donors?
Yes, we have experience conducting B2B research, both within and outside the charity sector.
How do you help charities reach the right people?
Through our in-house recruitment partner Zest, we’re able to access audiences who don’t typically show up in standard research – those affected by terminal illness, financially vulnerable groups, and those with accessibility needs. These are often the most important voices for charities to hear from, and we make sure they’re part of the conversation.
How do you get to honest insight in such a sensitive space?
Charity research requires a different kind of approach. Conversations are often personal, and social bias means there’s frequently a gap between what people say and what they actually do – nobody wants to admit they’ve stopped giving. We pair strategic thinking with specialist qualitative researchers who are experts at creating the conditions for real honesty, so the insight we uncover reflects what’s truly going on beneath the surface.
What areas of charity research do you cover?
We work across the full supporter journey – from donor and supporter research through to fundraising, legacy giving, and beyond.