Charity brand proposition 2024

Building a resilient
charity brand
How Savanta supports charities to build
lasting supporter relationships
savanta.com
1

C H A R I T Y C O M M U N I T Y
Resilience through
community
The charity sector has faced significant
pressures in recent years, with a rapid increase
in demands for their services and a parallel
decline in public donations.
Our research has repeatedly shown that
charities with a loyal community have, on the
whole, weathered this storm far better than
those who have a weaker relationship with their
supporters.
Our charity model, proposed by Hassey and
Peloza, and tested on proprietary Savanta data,
shows that building a strong community
through identification, engagement, and
community leads to greater commitment to the
charity.
savanta.com
2

C H A R I T Y C O M M U N I T Y
Building a
charity
community
Identification
Shared values
with the charity
Community
A sense of
belonging
Commitment
Support for the
charity
Engagement
Active interest in &
engagement with
the charity
savanta.com Model of Brand Community Development, Hassey and Peloza (2009)
3

C H A R I T Y C O M M U N I T Y
The higher the sense of
Community, the higher
the Commitment
Charities with stronger brand Communities* have more
committed supporters.
For every increase in the feeling of community, there is
a noticeable rise in supporter commitment.
01
02
03
Charities with strong charity Communities:*
Are more likely to be seen as relevant compared to brands
with weaker charity communities.
Are more likely to be loved, gaining a significant advantage
in supporter affection, with all the benefits this entails.
Are more likely to be the main charity people support, with a
notable lead over charities with weaker charity communities.
04
Have attracted more supporters in the past year.
05
Ultimately, receive more individual donations than brands
with weaker charity communities.
savanta.com
*Difference in scores for Commitment and its associated definers,
between the lower and upper quartiles for Sense of Community
4

C H A R I T Y C O M M U N I T Y
Increasing Commitment has
tangible monetary benefits in
terms of increased
fundraising amounts
Charity brands with the highest levels of commitment raise
on average £165 per brand, which is £12 more than
those with the lowest levels of commitment.
Brands with higher commitment scores can expect an
8% uplift in fundraising compared to brands with lower
commitment levels.
170
165
160
155
150
Average fundraising amount across Quartile 1 and Quartile 4
+£12.13
145
Mean_Fundraising_amount
Quartile 1 Quartile 4
savanta.com
5

Building a resilient charity brand
We work with leading charities across a range of sector and policy
areas, giving us the experience to be informed research partners
Ageing Animal welfare Armed forces Children & families Culture & heritage Disability Education &
training
Environment
Health &
mental health
Housing Human rights International
development
Social welfare
Sport & wellbeing
savanta.com
6

Building a resilient charity brand
Charity BrandVue
Our Charity BrandVue survey tracks perceptions of over 130 leading charity
brands. We conduct over 60,000 interviews every year.
Our BrandVue platform and reporting enables you to:
01
02
03
04
savanta.com
Retain more supporters:
Understand what motivates your supporters to donate and how to retain
their funds in future.
Grow your supporter base:
Learn what motivates your target audiences to support other charities and
how to engage them.
Measure supporter understanding:
Ensure your current story is getting through and resonates with the people
you most want to reach.
Benchmark against other charities:
Always stay aware of what other charity brands are doing so you can gain
share and help more people.
“BrandVue Charities remains the
leader in brand tracking within
the charities sector and is an
instrumental source of data to
help us track our performance
and the impact of our activities.
The tool is incredibly intuitive to
use and doesn’t require much
training to get the most out of it.
BrandVue are always open to
suggestions for improvements
and continue to improve the tool
and are always happy to provide
support and training sessions.”
The Children’s Charity
7

Building a resilient charity brand
A comprehensive offer to the charity sector
Savanta has an excellent track record of working with leading charities to help them navigate complex sector and organisational
challenges. In addition to our work in brand and campaigns, we are recognised for our research to inform policy, evaluation and
stakeholder engagement.
If you would like to hear more about our wider offer to the charity sector, please let us know – we’d love to talk you through it.
We are recognised for our work within the charity sector across three key areas:
Policy research
& evaluation
We provide robust evidence to help charities
shape their policy positions, design their
services and interventions, and evaluate
their impact.
Stakeholder engagement
We support the building of strong
relationships with charities’ stakeholders by
staying abreast of their policy priorities,
understanding charities’ reputation amongst
these key audiences, and identifying the
most effective means of engaging them.
Supporter &
public engagement
We inform effective supporter engagement
by segmenting target audiences, uncovering
drivers to support, and informing impactful
brand and campaign strategies.
savanta.com
8

We help charities to
understand and
strengthen their most
important relationships
Policy
research
& evaluation
Potential
beneficiaries
Supporter & public
engagement
Potential
supporters &
wider public
Savanta has a longstanding relationship with the
charity sector, supporting charities to better
understand their audiences, and to build strong
relationships with them.
Our work spans insight into charities’ beneficiaries,
stakeholders, supporters and wider public.
Current
beneficiaries
Current
supporters
Critical friends
& employees
Wider
Stakeholders
Stakeholder
engagement
savanta.com
9

better.decisions@savanta.com
+44 (0) 20 7632 3434
+44 (0) 20 7632 3434
London
New York
Amsterdam
60 Great Portland Street
London
W1W 7RT
UK
666 Third Ave.
7th Floor
New York NY 10017
USA
Grote Bickersstraat 74-78
1013 KS
Amsterdam
Netherlands
10