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Translating the language of consumers into global fundraising efforts

Date of publication: September 18, 2011

Catalogue: Congress 2011: Impact

Authors: Nick Chiarelli, Sotta Long

Abstract:

This paper describes UNICEF's adoption of a global, cross-category trends framework, and the organization's on-going usage of trends in idea generation. It reviews how and why UNICEF identified a need to track consumer trends, as well as highlights some of the ways it has made trends accessible and actionable for its global offices. The discussion concludes with examples of some real output from these processes in the form of innovative and compelling fundraising ideas.

Nick Chiarelli

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Sotta Long

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Chiarelli and Long (2011a, September 18). Translating the language of consumers into global fundraising efforts. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/speaking-the-language-of-research