AN INVESTIGATION INTO HOW NATIONAL UK CHARITIES USE BRANDING AND PROMOTION AS A MEANS OF ESTABLISHING DONOR LOYALTY TO INCREASE INCOME: USING A CASE STUDY OF CANCER RESEARCH UK.

Abstract

The charity marketplace is becoming increasingly saturated and competitive as it continues to experience a trend of growth. Therefore, charities are having to find ways to differentiate themselves, and keep and attract donors to maintain and increase income. Hence, the aim of this research project was to explore how national UK charities’ use branding and promotion as a means of establishing donor loyalty to increase income; using a case study of Cancer Research UK. A mixed methodology approach was chosen, with e-questionnaires obtaining quantitative and qualitative data, and semi-structured interviews collecting just qualitative data. The researcher used thematic and content analysis to analyse the data. The conclusions that were made as a result were that charities that use branding successfully are more likely to attract donors because people do not tend to trust or donate to charities they do not recognise. This therefore increases their income and starts building donor loyalty. Additionally, events are the most successful type of promotion in engaging donors with the charity. Events usually generate income or awareness, but when done well, the use of events can create donor loyalty which helps charities maintain income.