NSPCC: Using Impact and progress to drive charity donations

The NSPCC, the child protection service, drove income while achieving long-term trust with its customers in the UK.

Summary

The challenge of this project was to understand how the NSPCC can drive income while also building long-term warmth and trust.

The research was designed to understand brand perceptions, the drivers and barriers to giving and what attributes drive donations.

Questions around charitable donations often result in biased responses, as people are inclined to represent a more desirable view of their altruistic attitudes and behaviours. Therefore, the research needed to measure intuitive and implicit perceptions rather than purely rely on traditional self-report

Cluster analysis was used to uncover themes within imagery, based on the associations they intuitively communicated.

This...

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