A charity, comprised of many separate organisations, was considering merging to form a single, larger charity with an unambiguous purpose. Before committing to this, they needed to understand how well their supporters understood each of the separate organisations and the overall charitable purpose.
Depth interviews with supporters showed that, while they had a deep, clear and correct understanding of the aims of the whole charity, they did not understand the differences between each of the separate organisations. Alongside this insight, we learnt that supporters had common motivations for support.
This project has enabled the charity to:
1. Begin work towards consolidating each of the organisations into one single charity
2. Adapt the language and style of communication to reflect the motivations of supporters.
What the client said:
Susie took the time to understand our complex organisation and as a result of her approach our supporters felt respected and valued. We had very positive feedback from the interviews which was great. The report provided as well as Susie’s insights have helped us share the results with stakeholders in a constructive way. We do not have a large marketing or research budget so working with Susie was ideal, everything was costed fairly, there were no surprised and we got more out of the project than we expected!
