Homepage Work Highlights Helped charity identify gaps in services and planed activities to better engage its audience

Identified Gaps in Charity’s Services

We worked with a community-focused charity dedicated to improving mental health and social connections across all ages. With a strong history of supporting older residents, the charity identified a growing need to engage other underserved groups, particularly working-age adults, who may benefit from using their services.

We collaborated with the charity to conduct a gap analysis, which helped to identify gaps and implement activities that better serve the community.

Charity MarketingGap AnalysisPersonas

Challenge

Engage a wider audience with the work that the charity is committed to

The charity had many successful programs for older residents, such as cafes, dementia support, and care initiatives. However:
- Certain demographics, especially working-age adults and men, were not being reached effectively.
-Many activities took place during working hours, making them inaccessible to those in employment or with other commitments.
- The charity wanted to ensure that its services were genuinely aligned with the needs of the broader community.

What We Did

Conducted gap analysis to understand the Charity’s community

We undertook a gap analysis, using census data to understand the area in which the Charity operates.

An audit took place, in which we looked at existing activities to see which groups were being served and where any gaps appeared.

From this, we developed personas which helped to represent underserved community segments, which in turn, helped drive planning decisions.

Conducted Gap Analysis Utilised Data Developed Personas

The Results

What We Achieved

The research conducted allowed us to launch initiatives tailored to the charity's personas. The charity sourced volunteers to run additional activities and understood their target audiences enough to utilise the right platforms and locations to reach them.

With an increased digital and event presence, we were able to increase participation and awareness of the Charity’s mission.

"Charities often focus so much on fundraising that they overlook whether the services they offer are reaching the right people. Our gap analysis ensures that we’re not just doing good work, but the right work for the community." - Alison Burdick