Brands. Audiences. Issues.

Everything you need in one place.

CharityTracker is the UK’s only brand monitoring and audience segmentation tool specially designed for non-profits.

Audience-centred brand tracking.

Stay in control by tracking your brand’s performance with the general population and your bespoke audience segments.

Monitor and report brand KPIs using both a nationally representative sample and bespoke audience segments.

Track the brand funnel and benchmark conversion rates against comparators to guide brand development.

Analyse key drivers of support to determine which brand attributes have the greatest impact on brand propensity.

Strategic KPI monitoring.

Include your own social change objectives, or awareness of your services, to track the impact of your organisation’s strategy.

Track strategic KPIs related to organisational goals for social change, positioning, or service reach.

Evaluate perceptions of social issues to guide strategy development and advocacy initiatives

Address reputational or positioning challenges to plan mitigation strategies or monitor recovery efforts.

Audience segmentation and insight.

Analyse and understand public attitudes, values, beliefs, behaviours, and demographics, to identify and monitor specific target groups.

Identify audience segments based on attitudes, behaviours, and demographics to create audience-focused strategies.

Understand motivations and barriers to engagement to enhance outreach methods.

Inform message personalisation for distinct target groups.

Campaign evaluation and optimisation.

Track the cut-through, comprehension and recall of your campaigns and appeals, and test their effect on your strategic KPIs.

Conduct pre- and post-campaign evaluations focused on recall, comprehension, touchpoints, and changes in attitudes or behaviours.

Monitor the effectiveness of communications activities across different audience segments and various brand metrics.

Assess the effectiveness of alternative campaign strategies, such as annual peaks versus ongoing ‘drumbeat’ communications.

Media insights and analysis.

Plan with confidence, using in-depth behavioural, demographic and media consumption data to help reach your target audience.

Analyse detailed media consumption data across different audience segments (400+ data points).

Conduct in-depth media analysis to determine the effectiveness of media investments or earned media activities.

Identify or evaluate partnerships based on overlapping audience interests.

Strategic planning and market analysis.

Understand how the issues and causes you work on resonate with the UK population, and how that is changing over time.

Monitor the impact of external events (e.g., cost-of-living crisis) on public engagement with nonprofit causes.

Test and refine messaging or creative concepts before launching full-scale campaigns.

Develop internal business cases for communications and fundraising investments by benchmarking competitor performance against income.

“CharityTracker has been essential for Unicef’s work. We use it to evaluate our equity, build our strategy, monitor our campaigns and performance, and refine our direction.”

Cathy Druce, Unicef

“The CharityTracker dashboards give us all the insights we need at a touch of a button, and the team is there to answer questions we have, no matter how big or small.”

Natalie Tomlinson, Dementia UK

What makes us different?

CharityTracker is the only brand monitoring service specifically designed for UK non-profits.

We offer a guaranteed nationally representative sample of 4,000 UK adults per month, with each national brand reviewed by at least 1,000.

Our survey panel is closely monitored, and our exclusion rules mean no respondent can review a brand more than once per year. Data is continuously managed to ensure the most statistically robust insights.

The CharityTracker was developed in collaboration with our members, and continues to evolve as the membership grows.

We know flexibility is important to you, and we offer many ways to customise the content.