Oxfam OGB: Born to shop? Revaluating the importance of charity for charity shoppers

This article explains how Oxfam, the charity, used a combination of open source data, survey responses and sales data to understand the modern charity shopper.

Oxfam OGB: Born to shop? Revaluating the importance of charity for charity shoppers

Jane ThurlowOxfam OGB

Summary

Traditionally charity shopping has been viewed as another form of charity support, but with charity shops proliferating, the competition for the charity shop pound has never been higher. With this research, we wanted to challenge the assumptions behind charity shopping , to understand how Oxfam could set itself apart in this crowded space.

On considering methodologies for the research, the challenge for Oxfam was the need to produce high quality, robust outputs with limited budgets. In this instance we used modelling techniques...

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