Dan Dufour, brand strategy director, The Team Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Brand tracking –
what’s on the market?
#brandfast Sponsored by

2. What’s on the market?
Sponsored by
The Brand Breakfast steering group have pooled their thoughts on
brand trackers that are available based on their experiences.
It is not intended as an endorsement of any specific company but
intended to help you assess what is available in the market and
what might work for your organisation:
• nfpSynergy Charity Awareness Monitor
• nfpSynergy Brand Attributes Monitor
• Third Sector & Harris Interactive Charity Brand Index
• YouGov
• Eden Stanley
• Bespoke

3. nfpSynergy Charity Awareness Monitor (CAM)
Sponsored by
• Awareness (spontaneous, semi-prompted by area of work, prompted)
• Existing and potential support
• Campaign awareness
• Corporate partnerships
• Logo recognition / attribution
• Public awareness and concern of issues
• Bespoke questions
• Analysis and reporting
• CAM core Quarterly
• CAM Lite Twice a year
• 1,000 nationally representative sample (age, gender, region and social
group)
• Over 65 charities subscribe

4. nfpSynergy Brand Attributes Monitor
Sponsored by
• Measures what existing and potential donors want from their ideal charity and
how you compare to those attributes. Such as:
• Accountable
• Caring
• Trustworthy
• Honest
• Determined
• Approachable
• Friendly
• Helpful
• Effective
• Campaigning
• Twice a year
• 3,000 nationally representative sample (age, gender, region and social group)

5. Third Sector & Harris Interactive Charity Brand Index
Sponsored by
• A comprehensive assessment of the nation's top 150 charity brands
• The charities selected are based on income
• Based on a survey of more than 4,279 members of the UK public
• One a year
• Key metrics include
• Awareness
• Understanding
• Familiarity
• Distinctiveness
• Trust
• Consideration to support
• Effectiveness of media coverage and advertising
• Attitudes towards the case
• The report provides an individual profile per charity brand and the data tables for
easy analysis across previous years.

6. YouGov CharityIndex
Sponsored by
• Allows charities to track brand perception all year around
• Data is refreshed daily and is instantly available to clients
• The Buzz, Ad Awareness and Word of Mouth Exposure scores allow charities to
measure public awareness of a recent campaign, while other questions combine to
create the Index score, measuring an organisation’s overall brand health
• The tool is powered by a nationally representative group of over 290,000 GB adults
• Allows profile of any audience using demographics and behaviours:
• Demographics and lifestyle
• Media consumption
• Attitudes and opinions
• Online and mobile behaviour
• Brand usage and perception
• Social media engagement
• Breadth of coverage: 49 charities, 16 metrics
• Custom questions can be inserted
• Measures brand perceptions among a representative sample of 80-100 Brits everyday.

7. Eden Stanley health & disability tracker
Sponsored by
Segmentation and tracking tool for UK health and disability charities
• Brand preference
• 12 different ways of supporting charities
• Personal values and motivations
• Attitudes about health and disability issues
• Demographics and lifestyle
• Personal connection to more than 80 health conditions and disabilities
• Media section to understand the media consumption of audience segments
(channel use, digital, print news brands, TV providers, social media platforms,
marketing preferences, trusted sources of information
Can add bespoke questions to track your KPIs amongst key segments
1,000 people per month
12,000 unique respondents per year.

8. Top Tips
Sponsored by
• Create a brand ‘dash-board’ of key metrics to make your reporting easy
• Use a combination of brand perception and brand response (calls, members,
donations, recruitment enquiries etc)
• Make sure metrics work across all departments – such as consideration to support
• Beware of ‘spontaneous awareness’. Measure your brand via your target audience
segments – not just general public
• Consider competitor media spend per channel – shifting awareness and perception
takes investment
• Measure your agreed brand personality (attributes) rather than category norms
• Make sure the brand tracker can evaluate to suit your needs i.e. For us proximity to
cause is paramount
• Take the time to get properly trained so that you really understand what you are
looking at
• Make sure you know you have the facility to ask for support without extra charge
• Talk to your social media team about how best to measure online sentiment
• Consider regular brand audits (health-checks) in addition to brand tracking.

9. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

10. #brandfast
Brand Breakfast
4 October 2017
Brand evaluation
Sponsored by