Our client, a UK charity, was looking for an all-year-round research tool to test ideas with their core supporter segments in different ways, and to create stronger brand affinity with the supporters. Being on a limited budget like many charities, it was important to have a cost-effective solution that met these aforementioned challenges.
We designed a fully branded, bespoke community for the client that offered the supporters a seamless look & feel between the client’s digital products. 1000+ supporters were recruited to the community, whose opinions on a range of topics could be accessed on-demand without the need for additional sample costs.
The client was able to cost-effectively collect agile insights from supporters using numerous methods, to help inform decisions across numerous teams throughout their organisation, with the added benefit of the client’s organisation becoming more insight-centric as a whole. Such research activities included pre & post telethon surveys, testing of marketing materials, campaign diaries in the lead up to a telethon, online focus groups during live telethons, and discussion groups to gather feedback on the charity’s app. The engagement activities on the community, such as newsletters highlighting how the supporters’ contributions have shaped the client’s decisions, helped strengthen supporter loyalty to the
client’s brand, evidenced by the positive feedback collected in the member satisfaction surveys.