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.

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 Health Organisation, heart disease has remained the leading cause of death at the global level for the last 20 years, and is now killing more people than ever before. The need to fund more research into heart and circulatory diseases has never been greater.

The BHF does not receive any funding from the British Government. They are completely funded...

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