Charity Brand Attributes

Brand attributes is an annual programme of research which centres on finding out which words or phrases the public associates with their “Ideal” charity compared to other named charities.

In addition, participating organisations can test out a series of statements about the levels of trust the public have in charities and can also establish general attitudes towards individual charities.

Questions about which charities are supported now and which charities the public would consider supporting in the future are also included – this allows for comparison between the adjectives that supporters and non supporters choose.

The research programme is now in its seventh year. The research takes place once a year, with the first wave in January 2002. The seventh wave took place in March/April of this year.

The research

The research is carried out among a nationally representative sample of 1,000 people accessed through an online panel.

The research asks the public to pick words from a pre-agreed list (the same for all participants) which they felt reflected their image of a particular charity e.g. accountable, honest, innovative, approachable, campaigning etc.  In addition participants were asked to pick the adjectives which described their 'ideal' charity. All participants are able to nominate a comparator charity to put into the questionnaire. All responses are tabulated by age, gender, social grade and region.

Costs

The basic cost of the Brand Attributes research is £3,000 plus VAT. Clients who already subscribe to our Charity Awareness Monitor will be charged £2,500 plus VAT.

For more information please contact Patrick Brennan.