The Children’s Society wanted to hear feedback from supporters and potential supporters about their current positioning, and explore alternatives. They wanted to tailor their positioning to reflect a new strategic direction and develop a consistent suite of messages that could be tailored for different audiences, whilst remaining true to their underlying values.
What we did
We conducted research among supporters and non-supporters open to supporting The Children's Society using focus groups, as we knew the group dynamic would most likely elicit brainstorming responses to multiple positionings and generate a winner. At the very least, elements from each could together be a winning combination.
The focus groups were a rich source of insight into both supporting children’s charities in general and the positionings for The Children’s Society in particular. We were able to give them guidance on which were the most and least powerful hooks in terms of messages and how to differentiate themselves from other charities in the sector.
The Children’s Society also gained a clear idea of the mind-set of both its current and potential supporters. The project enabled them to select which messages to use and with whom and when in the supporter journey to use them, meaning they can now engage people more effectively.