Spotting social trends before they hit – or help – your bottom line.

If you’ve ever left a planning meeting feeling confident, only to find the real world unresponsive, you’ve likely run into a social trend the hard way. Shifts in trust, the cost of living or how people take part in their communities shape how audiences act – and what they’re willing to engage with. If you track those trends early, you don’t just sidestep risk; you also get a head start on the opportunities others may notice months later.

How charities should be using AI: Practical tips grounded in public attitudes.

AI is increasingly becoming a part of everyday life and constantly features in public conversation. It promises efficiency, frees up mental bandwidth, and can take over repetitive tasks. At the same time, use of the technology raises concerns around ethics, biases, data security and the impact it will have on jobs and people’s ability to think.

AI in charities. The five attitude groups shaping acceptance.

The research, based on 3,000 UK adults (Dec 2025), asked the public directly about their experience of AI, what they see as the benefits as well as the risks, and how they think charities should use it. The report explores general attitudes to AI through different audience segments showing how attitudes differ depending on experience, values and patterns of charitable engagement.

New insights into UK regional giving patterns: Free Webinar.

Discover what new CharityTracker research reveals about regional identity, charitable support, trust, and perceptions of local need across the UK — and what it means for charities in practice. This insight was explored in a live webinar on Wednesday 4 March 2026, now available to watch.

From gut feel to ground truth: why charity leaders need independent data.

Leaders sometimes make the biggest calls in the fog. Budgets are tight, headlines shift weekly, and everyone has a convincing story about what will work next. What steadies the hand is independent evidence: a clear, continuous view of the public that can challenge assumptions, de-risk board decisions and support more confident strategy-making.

Beyond donor data: seeing the whole audience picture.

Here, we talk about why it’s important to look beyond the immediate glow of ‘warm’ data – the people already in your CRM – to the wider public you’ll need to engage tomorrow. If we want sustainable growth, we have to understand not just who supported us yesterday, but who could support us next, what they want, and what will move them to act. The goal is a fuller view of real people – their motivations, barriers and lives – so we can meet them where they are and design strategies that feel natural to them.

Why brand tracking matters in the charity sector.

We’re kicking off our Insight to Action series with a simple starting point: charities run on relationships, and relationships run on trust. To steer those well, you need more than guesswork – you need a clear read on how you’re performing across the metrics that matter: awareness, consideration, salience, and more. In this opening piece, we set out why tracking your brand really matters, and what good looks like in practice – clarity of purpose, ‘always on’ insights, and enough audience focus to cut through the noise and make confident choices.

The inclusion illusion: Mind the (perception) gap.

In 2025, the global political landscape is more volatile and complex than ever. Debates over issues like equality, inclusivity, climate change, and immigration are intensifying, while public opinion in the UK appears to be shifting in a less progressive direction. But is that perception accurate – and how much are attitudes really changing? Understanding the reality is crucial for charities in relating to and communicating with their various audiences – from supporters and donors to beneficiaries, service users and volunteers.