Brain Research UK (formerly Brain Research Trust) is a charity that funds world-class research into neurological conditions and diseases. The charity commissioned nfpSynergy to deliver a research project to inform its Fundraising Programme; key objectives included providing intelligence to help develop the fundraising strategy and offering audience insight, particularly in regards to motivations for support among potential/current supporters, as well as perceptions of messaging and communications. An additional objective was to enable the charity to gain greater understanding of its current brand perception.
What we did
We carried out qualitative research, including depth interviews and focus groups in both London and Leeds. We were able to incorporate our contextual knowledge of donor research and cumulative generalised knowledge gained from other projects, as well as our own Charity Awareness Monitor (CAM) in order to situate our findings within a relevant context.
The study culminated in a presentation of our findings, including a summary and recommendations through which we identified motivations for support/potential support, reactions to messaging and communications received, and offered an indication of brand positioning. This project will enable Brain Research UK to make informed decisions about related fundraising and how communications can be used in support of this.