The Need
Mind needed to create a compelling fundraising case to increase engagement amongst their core giving audience as well as appeal to new supporters who would be open to donating to them in the future. In order to do this they had a series of messages to test to identify which was most appealing and why and what should be taken into the next stages of development.
The programme of research needed to provide a clear overview of market perception, examine drivers and barriers to take-up, identify areas for improvement and drive business decision making.
Our Approach
Opinium conducted a x7 day online community amongst their priority segments as well as those who were unlikely to support to receive feedback on fundraising messaging.
Participants were asked to complete a series of tasks to highlight what they would keep, change or add and we were able to mark up ideas for improvement around language, tone of voice and highlight which parts of the messaging should be targeted as a priority to communicate.
“We worked with Opinium to explore messaging for our fundraising case for support, and wanted to better understand how best to connect with our priority supporters as well as speak to those who would consider donating to Mind in the future. The research we ran with Opinium was brilliant. The process felt incredibly collaborative as we were able to see the results along the way using their online community platform to feed in key questions and probing areas throughout the research, which was hugely valuable. We received a set of results that were actionable and tailored to our core segments, and are confident that the insights will really make a difference to our fundraising. Thank you for this super piece of research – it’s been great working with you all!”
The Outcome
As a result, Mind was able to identify the best performing message to develop as well as understand the strengths and development areas of all the other concepts with ‘key watch-outs’ to check against to design the most compelling messaging.
