nfpSynergy - research consultancy helping not-for-profits thrive
A recent Ipsos Mori report found that the UK was the fifth most accurate country of 14 included in a study of the gaps between perception and reality. Despite this relatively high ranking, the report reveals a dizzying array of under and overestimations.
Short, snappy and regular messages are the key to building public understanding of modern charities and how they work, according to a new report. “Getting the Message Across,” written by research consultancy nfpSynergy, says that there are huge misconceptions about charities and their spending, but they can be combatted with the right narrative and soundbites.
The report, out today, is the second on the topic and was written because “it is clear that the gap between how charities work and how the public think they work remains substantial.” Based on surveys of the public and three focus groups with donors, it says that public trust and understanding in charities is volatile and can be damaged by negative media stories, myths and poor understanding.
The paper looks at what can be done to improve understanding and advises simple, positive and clear messages with the right soundbites and arguments will increase public acceptance and support. It also advises charities to explain the necessity of their structures and to emphasise transparency and accountability in everything they do.
Getting the Message Across - Practical strategies to tackle public concerns about donating to charity
In 2006, we wrote a first edition of Getting the Message across, but eight years later it is clear that the gap between how 21st century charities work and how the public think they work remains substantial. In response to the resurgent public debate about charity expenditure, executive pay and a host of other broader trust issues, nfpSynergy held three focus groups earlier this year with charity donors of a range of professional backgrounds and ages.
This report is the result of those focus groups, including six themes that every charity can communicate and six ways to get your message across.
It also comes with a list of eight great points every charity can take away.
Alzheimer’s Society was developing a new product for those affected by dementia, aimed at people living with dementia and their carers at the diagnosis stage. Whilst much information exists already, the task of this product is to bring everything together which is essential to know at the outset in order to help people get on the right pathway as quickly and comfortably as possible. We conducted a range of depths and paired depth interviews with carers and the person being cared for which revealed rich insights into what it is like to be living with or affected by dementia, and how this related to needs for information and support at the onset of the illness.
Whilst developing a product for such a diversity of needs and experiences has challenges, there was a significant amount of common ground in terms of need for a product such as this. As a result of the research, Alzheimer’s Society feel confident they can develop the product in a way which will best serve the needs of its beneficiaries as well as understanding how to resolve areas where need conflicted with challenges to consider, such as level of detail.
Women tend to have a closer affinity than men to health and medical causes
This slide uses indexes to show support for a cause among different demographic groups by comparing support among one (e.g. women aged 16-24) to the overall level. This is very useful for comparing different causes as indexes consider the relative support levels, not the absolute levels. The scores highlighted in purple above show that the group in question is more likely than average to support that cause.
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As a Scot living in London, I largely watched the referendum debates from a distance and was amazed by what was happening, and is continuing to happen, among friends and family back home. Over the past two months, I’ve watched the posts on my Facebook newsfeed change. There are far fewer videos of cats and far more links to petitions and articles, with more of my friends writing their own opinion pieces.