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An audience mapping and engagement programme in the charity sector
The brief
360Giving is a not-for-profit startup, which aims to get grantmakers to openly publish their grant data, specifically, the amount of funding grantees have been awarded, where in the UK the grantees are based, and in what sector they operate in. By opening up this data for anyone to access, use and share, 360Giving is aiming to create the foundations for more informed, effective and strategic grantmaking.
360Giving reached out to Allegory to help it map, prioritise and target its audiences, and to review its online presence. This activity supported a drive to reach out to grantmakers and grantees about the benefits of publishing and using open grant data.
Our response
Allegory developed an in depth audience engagement strategy for 360Giving which mapped, segmented and prioritised a wide range of groups and stakeholders, analysed their behaviours and attitudes towards funding data, and their preferred methods of communication. This strategy was driven by insight from 20 interviews with grantmakers, charities, think tanks and digital specialists conducted by Allegory, and extensive desk research and analysis.
Sitting alongside the strategy, Allegory developed a planner which listed conferences, seminars and other events which 360Giving could use as a platform to address, or network with, target groups and influencers.
The Allegory team also advised on changes to the 360Giving website in order to make it more accessible and better reflect the organisation’s mission and key messages. This involved drafting new copy for the homepage, developing case studies and FAQs, and providing guidance on a user’s journey through the site.
The outcome
The launch of the company secured over 100 pieces of high-value coverage including the FT, Economist, Times Higher Education and Tech Crunch. We managed recruitment of a PR agency and in-house communications team and created a solid, successful platform for them to build on.