nfpSynergy - research consultancy helping not-for-profits thrive
I was lucky enough to be in Scotland last week and to experience the emotion and engagement of nearly every part of Scottish society in the independence referendum. The run up to the vote provoked unprecedented levels of debate about identity, culture and the future of a nation. The 85% turnout to vote was the highest we’ve seen in a long time and a level not seen in a UK general election since 1950, when 83.9% voted.
1 in every £34 spent on advertising comes from charities as spending approaches £400m
- Charities spend the bulk of their budget on direct mail, with it representing over two thirds of their spending at an average of 69% since 2006. In 2013, charities spent £238.9m on direct mail (slide 16)
- UK charities spend just 2% of their advertising budget on internet ads. That has barely risen since 2006, when it was 1% (slide 25)
- In the rest of the advertising industry, internet advertising has constantly increased since 2010 to reach 46% (£14bn) in 2013.
Adverts are everywhere we look these days and it's hardly surprising when the UK advertising market stands at over £14bn. But how much of that is spent by charities? And what do they actually spend it on?
This briefing will tell you the answers and give some food for thought. Are charities deliberately shunning the rising star of the advertising world?
After recent attempts to market themselves to the whole of the UK, Christian Aid recently made the decision to focus their strategy on the active Christian Market. They needed research to better understand how this market might further support them.
nfpSynergy designed and delivered a supporter segmentation enabling Christian Aid to target specific groups or types of Christians to understand which are most receptive to their work and methods of engagement. Throughout the project, consultation and advice was given to Christian Aid to support the implementation of the research and to involve levels of the organisation.
Charities and the Scottish independence debate
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Having recently completed my masters’ dissertation – exploring the processes parents go through in choosing state primary schools for their children – the concept of choice has been on my mind, not only in relation to this subject but for the charity sector too.