SHP
Donor Strategy
THE CHALLENGE:
The challenges SHP was facing were two-fold: they needed to know how to raise awareness of the need to fund homeless charities and move homelessness up from no.4 to no.2 in the ranking of top causes to donate to. They also needed to know how to drive awareness of SHP, in order to increase their share of London donations.
WHAT WE DID:
We conducted combined qualitative and quantitative research with London-based donors, to better understand ‘the what’, ‘the why’ and ‘the who’ behind personal charitable donations, as well probing around SHP as a brand and potential ways to drive brand awareness in London.
THE RESULT:
We developed a two-tiered series of tactics and recommendations – local and national – to grow SHP’s share of the donations, as well as developing PR and activation recommendations at both levels.