Developing Resonant Campaigns with Save the Children and The Foundation

2-phase

study

The Foundation

partner

Fundraising

goal

2-phase

study

The Foundation

partner

Fundraising

goal

The challenge

Exploring supporter lifestyles to drive fundraising

Save the Children wanted to understand the attitudes, lifestyles, and aspirations of potential supporters to create more meaningful connections. Working in partnership with The Foundation, the goal was to explore what truly motivates people to donate and how a global charity can better communicate its mission to raise more funds for children in need.

Industry

Charity, non-profit

Solution

Ad and campaign evaluation

Partner

The Foundation

Format

Two-phase community

Methods

Broad exploration, concept testing

The approach

A two-phase iterative study on our platform

We hosted a two-phase research programme designed to build on initial feedback.

Phase 1: Broad exploration

We explored consumer views on broad topics such as technology, childhood, and masculinity, while testing early communication ideas.

The refinement gap

After a short pause, the team used the feedback from the first phase to develop and refine new concepts.

Phase 2: Concept validation

We tested the refined ideas to see which messages resonated most strongly with the target audience.

The result

Messaging that connects donors to the mission

The research revealed exactly what supporters care about and how they want to be spoken to. This iterative process gave Save the Children a definitive path to creating more compelling and effective campaigns.