Brand health measurement

The Challenge

Our client sought to deepen their understanding of what drives individuals to donate and volunteer, while also evaluating the effectiveness of their distinctive brand assets.

With a diverse supporter base and a wide range of engagement levels, our client requires ongoing insights to refine their outreach strategies and enhance awareness and active consideration among both current and prospective donors, and current and prospective volunteers.

Our client also requires insights to support their growth strategy of reaching into new communities that have traditionally constituted a large proportion of their supporter base.

Our approach

To achieve these objectives, Savanta conducts a quarterly, comprehensive quantitative research study using a large-scale survey deployed to a representative sample of Americans, with key sub-group coverage such as those with a history of living with cancer and caregivers.

This survey measures key metrics such as brand awareness, perceptions, engagement, active consideration and other key metrics.

Additionally, Savanta employs advanced analytics techniques to identify the primary drivers influencing donation and volunteerism, focusing on emotional connection, trust in our client, and the perceived impact of contributions. Simultaneously, the study evaluates our clients distinctive assets—including visual identity, messaging consistency, and unique brand associations—using both qualitative assessments and quantitative metrics to provide a holistic view of its brand health.

The outcome

Savanta’s approach yields actionable insights that empowered our client to optimise donor and volunteer engagement strategies, strengthen its brand identity, and deepen connections with supporters. We have worked with our clients leadership to develop key brand health KPIs to report to their board on a quarterly basis along with brand scorecard and in-depth reporting.

We also allow our client to track and monitor other peer brands in the space that compete with them for volunteer time and donations. This methodology showcases Savanta’s expertise in delivering strategic recommendations based on rigorous quantitative analysis, tailored to the specific needs and goals of nonprofit organisations like our client.