NGO target Study

A large charity NGO was interested in assessing its brand image and positioning, in addition to understanding the prevailing attitudes of individuals towards NGOs in general and the client specifically. The client’s aim was for the study to assist them to improve their practices, direct/change their marketing/promotional strategy, and better understand how to attract more supporters which would eventually enable them to develop a comprehensive national plan. InfoPro conducted three nationwide telephone surveys in 2012, 2013, and 2014 with 2,500 individuals. The survey helped the client identify the following:

  • People’s knowledge of NGOs, preference, and commitment
  • Assess the level of awareness and commitment to the organization
  • The client’s media penetration
  • Knowledge and awareness of the organization
  • Frequency and sums donated to NGOs and the organization
  • Method of donation
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