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To Affinity and Beyond!

Measuring awareness levels is the first step, but to find the best ways of engaging your target audiences, you also need to know how they understand your brand and work, how they feel about you and how those views and perceptions affect their likelihood of taking action.

Public think charities are reaching for higher professional standards

“Fundraising should be as effective as possible whilst being as unintrusive as possible - not always an easy circle to square,” Saxton commentsThe proportion of charity supporters who see their charities as “striving to achieve the highest professional standards at all times” has risen steadily (slide 2), from 47% in 2007 to 55% in 2010 - according to new data out today.


1 in 5 people claim to donate more to charity at Christmas yet a similar proportion say they find it harder to give

Charity not high up wish-list of what people say constitutes “the meaning of Christmas”“Charities cannot take Christmas for granted but season still affords opportunity to cut through tinsel and tug at hearts”, says nfpSynergy’s Saxton The “Season of Goodwill” affords a mixed Santa’s sack for British charities, according to research out today. Whilst (slide 3) 1 in 5 (20%) Brits say they tend to give more to charities at Christmas, a similar number (17%) also claim they find it harder to give to good causes.


Trust in charities down over 10 percentage points since last General Election.

Charities rally to rank third most trusted UK institution, behind army / NHS, but sector has long-term ‘trust volatility’ second only to banksCharities trusted most by women, under-45s, donors and worshippers; with different trust-triggers for different demographsAge/size of charity, brand awareness, charitable cause and external events also all impact on trust“Charity Commission’s statutory duty, alone, cannot build public trust in charities.


Understanding the benevolent sector - October 2011

Elizabeth Finn Care (EFC) commissioned nfpSynergy to complete a broad and ambitious two-part research project into the state of the benevolent sector, looking at current issues and challenges in the sector, and the potential for sharing resources and strategic partnerships.


Debt and taxes will be main London 2012 legacy, say public - with charities losing out

Public think big business most likely off-track ‘winner’ at 2012 Games, but say it should be sports organisations, schools and charities Whilst 92% can’t name a single charity associated with the Olympics, only 56% are unable to likewise name a company - Lloyds TSB coming top Public feel sports and youth causes most deserve any Olympic charity dividend, with religion least deserving “Public appetite for greater off-track ‘Olympic Spirit’ - for less big business, more big heart and charitable soul”, sa


A Hidden Gem

The Clore Social Leadership Programme aims to develop and connect aspiring leaders in the social sector who are working for the benefit of individuals and communities across the UK. nfpSynergy has been supporting Clore fellows on their research projects through a mixture of research.

Audience Segmentation

How audience segmentation and profiling techniques can help organisations understand their audiences.

Youth volunteering slumps by a quarter following continuous rise since 2008

Dip spearheaded by 17-19 year olds, and amongst males “Drop may reflect cuts to youth volunteering initiatives, showing need for better understanding of volunteer recruitment and retention strategies”, vies nfpSynergy’s Saxton The numbers of young people claiming to have volunteered within the last three months dipped by a quarter – from (slide 3) 19% in Nov 2010 to 14% in May 2011 – despite having previously enjoyed a steady rise since May 2008, according to new data out today.


Public happier for foreign businesses, foreign governments, churches - even royals – to donate to political parties than for UK charities to do so

“Depth of public resistance to charities giving to political parties seems profound and unequivocal,” says nfpSynergy’s SaxtonThe British public are happier (slide 2) for foreign businesses (24%), foreign governments (15%), churches and religious organisations (15%) – and even the royal family (13% - 7% saying ‘probably’, 6% ‘definitely’) - to give money to support UK political parties than for UK charities (13% - 10% say ‘probably’, 3% ‘definitely’) to so do, according to new data out today‘Charities’ rank lowest out of a range o


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