Creating a strategy to penetrate the U.S. market and drive charitable giving.

Approach

Market dynamics/ segmentation research
Value drivers/ brand health research
Brand platform
Market penetration strategy

Outcome

This research and strategy allowed the company to focus their limited resources on capturing their share of the market opportunity for U.S. donations—$18 billion— most effectively.

A Tiger showing the environmental organizations animals it's trying to protect

We uncovered six distinct segments which defined a significant untapped market potential.

Targeted outreach

We segmented the market (attitudinally, behaviorally, giving potential, geographically, demographically) resulting in a more effective and targeted outreach of high-value donors.

$18 billion

is the market opportunity and amount donated annually to like causes.

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