Desk Research

Using survey research to understand charity supporters

Dec 2020
How factor analysis on a supporter survey helped a charity make its communications more relevant

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A charity with a diverse service offering and loyal supporter base wanted to understand what motivated people to give so they could improve supporter experience and minimise attrition.
Supporters received a short survey (online and postal). The results of the survey were analysed in detail, including a factor analysis.

Insights & Outcome

The analysis revealed two groups of supporters with different motivations. One group was motivated to give because of personal contact with the charity. This group wanted to know more about the services the charity provided and the impact it made. Another group was motivated by the ethos of the charity and wanted to hear more about one specific service offering. The client was able to adjust and adapt their communications to appeal to these different audiences.

What the client said...

Working with Susie on this project was extremely beneficial. She gets things doen quickly and efficiently. The insights confirmed what we suspected to be true and also helped us understand some key differences between our donor groups

Head of Fundraising, Mid-size UK Charity (£3M+)

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