Understanding donor preferences to optimise charity marketing and communications

Kimberley Ferguson

This case study explores how a leading charity, the British Heart Foundation (BHF), used research to ensure that the focus of its marketing and communications contributed to a story that people found engaging and were compelled to support.

Charities & voluntary organisations
United Kingdom
Behavioural economics
Focus groups, workshops
Qualiquant, mixed mode
Market research quality standards

Introduction

The British Heart Foundation (BHF) is one of the UK's best known charities. It is the biggest independent funder of heart and circulatory research in the UK, funding around £100 million worth of research projects every year. According to World...

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