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Using a blended approach to understand the supporter journey

We helped a well known charity boost their revenues by understanding their supporters' journey. In particular they were keen to learn what events or comms prompted people to become supporters in the first place, and what triggered a trade-up or lapse in contributions.

The charity were keen to move beyond the obvious correlations between personal loss and donation to explore softer, more nuanced triggers. In particular the relationship between the level of support and awareness of other activities and services offered by the charity.

Our blended approach of large questionnaire and face to face interviews with key segments enabled us to uncover hidden truths and motivations behind their supporters, encouraging our client to take imaginative actions to grow their supporter base and stimulate contributions.

Case studies:

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