The Charity Awareness Monitor (CAM) enables charities to find out how they are perceived by the most vital of audiences; the general public. It also gives an insight into what the public think about volunteering, campaigning and donating to charity, whilst providing an accurate benchmark for charities to measure themselves against.
CAM is our syndicated tracking research service for charities. We surveys the general public 12 times a year and charities can buy into the research on an annual basis. It's a cost-effective way of finding out and keeping track of what the public thinks of your organisation. CAM is our oldest and largest monitor - it's been running for thirteen years and has over 50 members.
By pooling their research budgets, participant charities are able to get a more frequent and more detailed insight into the public's awareness of charities than most research budgets could afford. nfpSynergy carries out analysis of the data and puts the information into a wider social and economic context.
On this page
- Topics covered within the research
- What do we ask about and when?
- Sample and methodology
- Who currently subscribes?
- Cost and package for subscribers
- Understanding how the public see charities
- Tracking of how the public engage with charities
- Insight into what donors think about giving and volunteering
- Understanding of how to communicate or fundraise better
- Brand awareness levels
- Detailed awareness measuring of campaigns, initiatives or services
- Understanding of how relationships with Government and companies are seen
Three times a year (January, May, September):
- Which charities are top of mind for the public (spontaneous awareness)
- Which brands are market leaders for different areas of work (semi prompted – “Can you name a charity that works in the area of…”)
- Prompted awareness of each participant organisation and selected comparators (“Have you heard of…”)
- Recall of messages and publicity
- Levels of donations and volunteering
Six times a year (January, then every other month thereafter):
- Awareness of charity campaigns
- Awareness of services and initiatives
- Awareness of corporate partnerships
- Issues, subjects and causes seen, heard or read about
- Issues of concern
- Logo recognition
Annually and ongoing:
- Trust in charities and public bodies
- Cost efficiency and expenditure
- Donor care and satisfaction
- Text messaging
- House to house and street fundraisers
- Telephone fundraising
- Online fundraising
- Direct mail
- Legacy giving
- Tax effective giving
- Charity shops
- Charity trading and catalogues
- Celebrity ambassadors
- Volunteering information
- Community involvement and social capital
Four bespoke questions can be added each year, covering areas such as:
- Perceptions of what your organisation does
- Perceptions of issues affecting different sectors of society
- Statistics for PR or campaign purposes
- Understanding of a topic or subject
Each wave samples 1,000 members of the public, nationally representative in terms of gender, age, region and social grade. General awareness testing is carried out using telephone methodology selecting members of the public at random. The rest of the research uses online methodology and respondents are accessed through a panel.
Results can be segmented by demographic characteristics including:
- Gender, age and social grade
- Working status e.g. (part-time, full-time), and tax-payer status
- Marital status and children in the household
- Pet ownership
- Media consumption
The syndicate has over 50 members drawn from across the not-for-profit sector. (back to top)
The cost to participating charities is currently £10,450 (plus VAT) for the full year, consisting of twelve waves of data.
For charities with income between £10 million p.a. and £4 million p.a., the price is reduced to £8,450 (plus VAT).
For charities with income under £4 million p.a., the price is reduced to £6,450 (plus VAT).
Charities that subscribe to CAM also receive a discount on our other tracking research products . Please contact us for details.
For this you receive a full report on each wave of data, years of trend data, in-house presentations on any aspects of the research you're interested in, four bespoke questions every year and an invitation to our client sector meeting. You'll also be invited to our three annual Insights every year. (back to top)