Breast Cancer Care wanted to find out more about what people thought of their brand, and gather some concrete evidence to benchmark awareness of the charity.
“Within the sector, there’s a ‘pink fog’ of four or five other breast cancer charities,” says Sarah Ross, Assistant Director of Communications and Marketing at Breast Cancer Care. “We knew people recognised us as a breast cancer charity, but wanted to understand if they knew what we did.”
What we did
Using our Charity Awareness Monitor (CAM), which surveys 1,000 members of the public, we delved deeper into Breast Cancer Care’s profile. We worked with Sarah and her brand manager to develop questions that would draw out the insight they were looking to gain.
Results showed that prompted awareness of the charity was good, but when asked about what they did, over half believed it was research and another third thought medical treatment. The charity is actually specifically about support for people affected by breast cancer.
So people confused the organisation with other breast cancer charities. Using this insight, Breast Cancer Care is running a brand awareness campaign which shows they offer support, rather than do research. This is informing their organisational strategy, and helping them work towards their vision for ‘every person affected by breast cancer to get the best treatment, information and support’.
We’re now working with the Breast Cancer Care team on detailed audience research to help them achieve their goals, such as making sure people with breast cancer are getting the right information and support at the right point in their journey.
The insight Charity Awareness Monitor provided is invaluable. It’s changing the way we communicate, helping us to be much more audience-centred. The team at nfpSynergy is great to work with. They’re really knowledgeable are were able to inform and guide us on the approaches we could use to get the insight we needed.” - Sarah Ross, Assistant Director of Communications and Marketing at Breast Cancer Care