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Maggie's

Creating Value-Driven Supporter Segmentation to drive Maggie’s Brand and Fundraising Success

With low brand metrics and budgets, Maggie’s needed to be really smart about how they drove success. The Kite Factory partnered with Maggie’s to produce their first audience segmentation. The aim was to have value led supporter profiles which distinguish Maggie’s from the rest of the health sector.

What we did

To put supporters first Maggie’s needed an audience segmentation that identified the motivation and engagement drivers among core target audiences. A qualitative research first approach was crucial to find a unique proposition for Maggie’s, based on organisational purpose.

What we did

We crafted a brief for a qualitative research partner to interview new and existing supporters with varying degrees of proximity to the cause. We distilled the insight from the qualitative research into a custom-made quantitative research survey through YouGov to ensure we had a nationally representative view and the chance to size the total universe of individuals according to their proximity to cancer.

A differentiated supporter segmentation, driven by values and motivations, has created the foundations for Maggie’s brand, communication and activation strategy – to make strategic decisions on how to make the most of brand and fundraising budgets. The segmentation has been used to craft Maggie’s brand proposition and buy contextual media where audiences are likely to be in Maggie’s integrated campaign moments – uplifting both brand and activation response.

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Our work

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