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Charity supporter research

Client: Devon Air Ambulance Trust
Sector: Charities
Service: Behavioural and attitudinal research,Customer, Employee and Supporter Surveys
Added July 22nd 2015

Background

Devon Air Ambulance Trust is a leading Charity in the Devon area with thousands of supporters who  support the work of the Charity both financially and with their time. The Trust were interested in finding more about their supporters' motivations for supporting the Charity - and whether this was likely to change.  DAAT also wanted input into the types of events that would be supported and to review the communications methods used with the supporter base.

Challenge

DAAT had a number of different audiences that they wanted to engage with from very active individuals to companies.  We also had to be aware that Charities need to be mindful of how they are seen to be spending money by their supporters.

Solution

We took the opportunity to "piggy back" an existing mail out from the Charity and sent a postal self-completion survey to 26,254 supporters. A total of 3,093 responses was received (a response rate of 12%).  Respondents were broken down by type e.g. lottery player and reported accordingly.

Outcome

DAAT were able to use the information as an input into their overall marketing strategy.  It helped to determine which events and other fundraising activities were likely to be supported to achieve their overall fundraising targets in a competitive local charity sector. Additionally it gave them data to be able to make better management decisions about how best to communicate with their supporter base.