Developing a new 2 year strategy and positioning
An international faith-based charity had a long heritage of raising money from both churches and individuals in the UK and supporting overseas development projects. However, as with many charities, our client was facing a decline in both supporters and donations and needed a fresh approach to engaging with churches.
We carried out 15 depth interviews with church leaders, representing churches across a range of engagement with the client from lapsed or no engagement, to highly engaged. We also ran an internal Strategy workshop to better understand supporter motivations and to identify key obstacles that needed overcoming for the client to improve engagement. We used Church “Top Trumps” to help the team tap into church personas and to look at the Faith Based competitive landscape to see where the client was currently positioned and define where it could credibly be positioned.
We developed a story driven insight report, backed up by relevant verbatims from church leaders, which identified 4 main strategic areas for the client to implement. Each area included a detailed idea bank of potential solutions.