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What brands in other categories can learn from charity marketing
This Best Practice paper argues that charities can teach other brands about using smaller budgets more efficiently. Charities have also taken their social competency into the digital space, where they have provided many significant successes in social media marketing.
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Why social policy needs more than the behavioural economics bandwagon
Why governments wishing to change people's behaviour should concentrate on System 1 thinking.
Neuroscience helps a charity improve its TV ads
How neuroscience research tools boosted effectiveness for The Shelter Pets Project.
Making me.gov happen
TNS research showing how governments can make better use of online platforms to provide services.
The problem with political brands
Why branding political parties can be difficult, as parties depend on identity rather than consumption.
Organ Donation Scotland: #Take2Minutes - How social media made a difference to those waiting for a life-saving transplant
This article describes how Organ Donation Scotland created a targeted, social campaign to maintain healthy levels of registrations to the Organ Donor Register.
National Institute of Blood Transfusion and Untold Music Festival: Pay With Blood
This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.
SmartLife: Project Akshar (Alphabets) - How we transformed lives of labour into lives of learning
This case study describes how SmartLife, a leading NGO for Dubai's blue-collared labourers, launched free English classes by using visual learning techniques.
Macmillan Cancer Support: If nobody speaks of remarkable things
This case study shows how Macmillan Cancer Support, a UK charity, struck a unique content partnership with a national newspaper's agony aunt to educate the audience about the charity's services.
Brent Council: Using research to create a dementia-friendly community in Brent
This paper describes research conducted by Community Action on Dementia (CAD), a UK charity that wanted to develop services tailored to the needs of dementia sufferers, enabling them to live well despite their condition.
International Committee of the Red Cross : RED innovation
This paper describes the RED innovation platform developed for the International Committee of the Red Cross, a system to manage insight across borders and use information to create solutions to humanitarian problems swiftly.
Action for Children: Evaluation of the 'Roots of Empathy' programme in Scotland
This paper outlines research for the charity Action for Children (AfC), to measure the impact of a classroom-based programme it delivered in Scotland, designed to raise empathy and lower aggression in schoolchildren.
The River, The Mud, The Sieve, The Gold: How we help charities to connect with their contributors
This paper examines how two Dutch charities, Kinderfonds MAMAS and the Nierstichting, utilised 'Telling', a narrative tool, to help them openly and emotionally connect to people through listening, in order to raise more funds.
Three absurdities laid bare by the poisonous EU referendum
This article explores the flaws in the UK's political system and its advertising, which have been exposed by the result of a referendum in the UK on membership of the European Union.
Information Gaps: Filling critical data voids in in some of Africa's most restrictive environments
This paper describes the research methods developed by UNICEF and its agency partner to measure the impact of its humanitarian support in remote areas of Africa, illustrated by two case studies.
What Really Makes a Promotional Campaign Succeed on a Crowdfunding Platform? Guilt, Utilitarian Products, Emotional Messaging, and Fewer but Meaningful Rewards, Drive Donations
Online crowdfunding is a popular platform for entrepreneurs to engage consumers by raising funds for creative projects.
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