The 2019 marks 25 years since the horrific genocide in Rwanda. SURF Survivors Fund, the charity set up to help survivors of the genocide, were well aware of the challenges this milestone presented. Rwanda still has huge and immediate needs - SURF works to enable survivors to finish interrupted education, to repair family homes which have deteriorated over time, to help widows who still carry the physical and psychological scars of the events of 1994. Yet the corollary of this was a great sense of responsibility on the shoulders of the charity's management. How to best communicate the scale and depth of the current need to the contemporary audience - despite the distance in a time of a quarter of a century?
This paper forms a case study of the ways in which market research has formed the bedrock of the success of the SURF Survivors' found, the charity fundraising for, and supporting the survivors of the Rwandan genocide. The first part focuses on the role that research has played in monitoring and evaluation.
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.
The following paper demonstrates how applied research conducted with Public radio listeners was used to expand listener appeal and increase binding opportunities for a leading public radio station in New York City. By using research to construct detailed psychographic profiles of a range of distinct types of radio listeners (with special attention to each groups attitudes toward and responses to both public radio specifically and fundraising in general) research was able to transcend the traditional dichotomy of passive non-affiliated listener and active self-identified member in favor of a broader more complex range of listener/supporter types. Findings from the research enabled programming and fundraising developers for the public radio station to develop new strategies for increasing listener identification and financial support without alienating the identification and support of the stations existing core audiences.
When considering municipal culture institutions from a public service point of view, it should be remembered that the needs of the population are infinite and that no cultural program is capable of satisfying all the segments which exist. Faced with limited municipal budgets, seeking private sector finance is very often the only alternative way of improving and expanding the public cultural offer available to the citizens. This article explains the conceptual model that the Cultural Department of Barcelona City Council has used to develop its strategy to capture private sector funding for its cultural programs. The basis of the model is the existing cultural program, evaluated in terns of its communication characteristics for the sponsoring company. This allows a segmentation of the firms potentially interested in cultural sponsoring to be made. In addition, the most attractive associated benefit packages for each situation type can be designed. The second part of the model explains the development of the communication plan used to capture the potential sponsor market with its new focus on specialised offers.