We worked with the international development charity ActionAid to help the charity better understand the market for charitable giving and to develop appropriate, market-focused strategies for maximising their fundraising and campaigning potential.

ActionAid recognised that the charitable giving market was changing, with evidence suggesting that the traditional donor base was shrinking and charitable concerns moving closer to home. To make sense of this changing landscape, we carried out an extensive mapping of the UK market for charitable giving, exploring needs and motivations for giving, cause alignment and experiences and perceptions of charities.

The research has already provided a wealth of insight for ActionAid – who have a new understanding of the market they operate in – and has identified five segments within this market that offer the greatest potential for them going forward.