Unicef - Exploring Family Attitudes to Fundraising

All organisations are under pressure to increase and diversify their income generation streams. Charities need to keep existing donors engaged, attract new ones and compete in a crowded and fiercely competitive marketplace. To succeed, they need constant rethinking and reinvention. Unicef are no different. So they brought in Further to help them generate insights to support the development of a mass market, sustainable fundraising product.

Having identified that ‘families’ may have a natural affinity with Unicef and be a fertile territory, Unicef commissioned Further to explore the nature of family life. The research team at Further involved 33 British families (including mothers and children) in an online community. This deeply immersive method enabled the team to get close to the everyday lives of the chosen families. It also allowed the client to be actively involved in the process from beginning to end.


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