Challenge
Redtorch provided pro bono work for Right To Play – an international children’s charity that uses sport and play to create positive change.
Right To Play wanted to unlock potential UK markets and accelerate the performance of fundraising activities with the help of the Redtorch Data and Insight team.
Goals
— Generate insights into current digital audiences
— Identify potential audiences
— Provide evidence that helps make informed communications and marketing strategies
Solution
To generate insights into current digital audiences, Redtorch analysed content, online channels and the donor database. This led to the creation of persona profiles based on behavioural and demographic characteristics.
To identify potential audiences, Redtorch conducted competitor analysis of charities with a similar mission. This helped identify two potential audiences.
The personas were used to inform communications and marketing strategies and help grow each audience segment.
The following results were achieved by data monitored from 11 July–1 October 2018:
108%
increase in page views
51%
increase in unique visitors
322%
increase in social media fans
1,400%
increase in social media engagements
This piece of research and analysis is fantastic. It comes at a crucial moment as we start to plan for our next strategic period (2021–2025) and is super helpful for our plans this year.
Dominique DavisNational Director UKRight To Play
