Background to research
All We Can is an international development and relief charity with roots in the Methodist church. Following a re-branding, including a name change from the Methodist Relief and Development Fund, All We Can wanted to develop its fundraising through an audience-focused approach.
Research objectives and methodology
The overarching research objective was to identify clear target audiences for support, alongside existing supporters. In detail, the objectives were to understand motivations and engagement of current supporters, carry out a segmentation of potential supporters, and produce a plan to develop and implement the outcomes. The methodology consisted of a phase of desk research (using our existing data to understand existing supporters and the environment of charities in which All We Can is situated), and an online survey for a sample of 1,000 potential supporters who identify as Christian and are open to supporting an international development charity. A segmentation was then carried out using this data.
The outputs of the project included debriefs at each stage: the desk research, the online survey, and the segmentation. nfpSynergy delivered a workshop with the All We Can team to develop the profiles of the four segments from the segmentation, facilitate the choice of segment(s) to target and discuss implementation. All We Can also received the full segmentation results, online survey results, and the segment packs, including recommendations and guidance on taking the next steps of implementation.