Our Supporters' World

Insight | Strategy | Supporter Experience

If you want to truly understand your audience, stop asking them about your charity

Tuesday 07/07 | 16:30 - 17:30 | Barbican Centre

Through a semiotic exploration of the cultural narratives around refugees, we explored the much misunderstood context in which our client's cause is operating. Using this context and a multi-stage qualitative approach, we developed a comprehensive understanding of the audience connection points. You'll understand how we took The Refugee Council from a low base of audience understanding to a rich collection of cause-conceived audience profiles that have now provided clear direction on their fundraising strategy and inspired fundraising product development. More broadly, the work has also inspired a cultural shift in how the organisation thinks about and uses audience insight.

Tom Skilbeck

Founder at Chemistry Insight

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