Marie Curie

The Need

To identify and build targeted fundraising events that appealed to 55 – 65 year old women.

Our Approach

Opinium carried out a mixed methodology approach conducting in-home mini focus groups with the target audience to get an understanding of their attitudes towards fundraising. The groups also explored views on some initial fundraising concepts that had been developed. This was followed by an online quantitative survey to validate findings from the qualitative phase and prioritise which fundraising concepts the charity should take forward and launch.

The Outcome

The research identified which fundraising concept was most attractive to their target audience and had most potential. We provided recommendations on how to take forward the concept and develop it further. The fundraising concept is now being piloted amongst their target audience with a full launch planned later this year.