Your brand is a crucial asset. It can determine whether people give their trust, time and money to support your cause.
The Brand Attributes Monitor provides a holistic understanding of how the general public views your brand. Going beyond awareness and support levels, our charity market research helps you to measure the public’s perception of your work and their affinity to your organisation.
The Brand Attributes Monitor equips you with a unique insight into what existing and potential donors want from their ideal charity and whether you and your comparators meet this ideal. It is a great way to match your key brand messages to the attitudes people associate with you, and even review the whole brand.
To learn more about the measures and find the right package for you download our briefing pack or contact Secil.
How our clients use it
See how you measure up to market ideals and sector norms
Discover which attributes the public associate with your charity, test different statements about the work you do, and see how you compare with your peers. Get the in-depth insight you need to develop the right brand messages for you and ensure you stand out.
Analyse and understand how your audiences see you
Find out what they believe about you and why. If it’s time to refresh, reposition or change your name, you’ll have the evidence to persuade your funders, trustees and senior management. We provide concrete recommendations and data communicable in ways that work best for you.
Respond to shifting attitudes
Test levels of public trust in charities and establish general attitudes towards your organisation. We’ll help you understand what to track and report on. Tailor the Monitor to your organisation with bespoke questions and results broken down by audience groups. Give your audiences what they want and need.
Increase your supporter loyalty
Measure rational and emotional responses to your brand. Understand how your supporters feel, and how to encourage a closer affinity to your brand. Reveal which charities people support now and which ones they would consider in future. Use this insight to make strategic decisions about improving brand awareness to attract more support.
What's in your package?
- Core measures from the syndicated model
- Bespoke set of brand statements
- Personal account manager for all public audiences research (including the Charity Awareness Monitor for joint clients)
- Free access to client-only events
- Access to 10+ years of trend data
- Annual presentations of your results
“Jo has done a brilliant job on this recent work and as always is a pleasure to work with.”
Carly Wilson, Head of Brand Advertising
"It’s important to compare our brand with other charities as it’s a competitive market and we need to ensure we are performing. The Charity Awareness Monitor, and the Brand Attributes Monitor, which we are signed up to, are really good measurement tools to help us do this."
- Claire Fishersmith, Marketing Manager at Battersea Dogs & Cats Home
“Without research we’d be basing what we do on gut feeling, rather than evidence. The monitors are a useful temperature check and allow us to see what the general public are actually thinking.”
- Catherine McNamara, Senior Analyst at RSPB