The Charity Awareness Monitor (CAM) is a syndicated awareness tracking service for charities. We run surveys of the general public, 9 times a year, and charities can buy into the research on a yearly basis. It's a cost-effective way of finding out what the public thinks of your organisation. CAM is our oldest and biggest monitor - it's been running for ten years, and has over 50 members.
What are the benefits of the research?
CAM enables charities to find out how they are perceived, gain insight into what the public think of volunteering, campaigning, and donating to charity, and provide a benchmark for charities to measure themselves against. By pooling their research budgets, participant charities are able to get a more frequent and more detailed insight into the public's awareness of charities than most charity research budgets could afford. nfpSynergy carries out analysis of the data and puts the information into a wider social and economic context. (back to top)
• Understanding of how the public see charities
• Tracking of how the public engage with charities
• Insight into what donors think about giving and volunteering
• Understanding of how to communicate or fundraise better
• Brand awareness levels
• Detailed awareness measuring of campaigns, initiatives or services
• Understanding of how relationships with Government and companies are seen
(back to top)Three times a year (February, June, Oct):
• Which charities are at the top of the public’s mind (spontaneous awareness)
• The brands that lead different categories of work (semi prompted – “Can you name a charity that works in the area of…”),
• Prompted awareness of each participant and selected comparators (“Have you heard of…”)
• Recall of messages and publicity
• Levels of donations and volunteering
Six times a year (January and every other month thereafter):
• Awareness of charity campaigns
• Awareness of services and initiatives
• Awareness of corporate partnerships
• Issues, subjects and causes seen, heard or read about
• Issues of concern
• Logo recognition
Annually and on going:
• Trust in charities and public bodies
• Cost efficiency and expenditure
• Donor care and satisfaction
• Text messaging
• House to house and street fundraisers
• Telephone fundraising
• Online fundraising
• Direct mail
• Legacy giving
• Tax effective giving
• Charity shops
• Charity trading and catalogues
• Celebrity ambassadors
• Volunteering information
• Community involvement and social capital
At least 3 bespoke questions can be added to the Engagement waves each year, to cover areas such as:
• Perceptions of what your organisation does
• Perceptions of issues affecting different sectors of society
• Statistics for PR or campaign purposes
• Understanding of a topic or subject
(back to top)Each wave samples 1,000 members of the public, nationally representative in terms of gender, age, region and social grade. General awareness testing is carried out using telephone methodology selecting members of the public at random by polling agency TNS. The rest of the research uses online methodology and respondents are accessed through a panel managed by Research Now.
Results can be segmented by demographic characteristics including:
• Gender, age and social grade
• Region
• Working status e.g. (part-time, full-time), and tax-payer status
• Marital status and children in the household
• Pet ownership
• Media consumption: newspaper readership, tv services at home, contact with commercial radio
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The syndicate has nearly 50 members – large and small – from across the charity sector including regulatory and umbrella bodies.
(back to top)The cost to participating charities is currently £9,950 (plus VAT) for the full year, consisting of nine waves of data.
For charities with income under £10 million p.a., the price is reduced to £7,950 (plus VAT).
Charities that subscribe to CAM also receive a discount on
our other tracking research products .
For this you receive a full report on each wave of data, in-house presentations on any aspects of the research you're interested in, 3 bespoke questions every year, and a invitation to our four annual client debriefs.
(back to top)For more details, please email Rebecca Molyneux at rebecca.molyneux@nfpsynergy.net, or call on 020 7426 8867. (back to top)