We won! Mindlab takes home MRS Award for NSPCC partnership 🏆
By Duncan Smith
Mindlab is pleased to announce that our work with the NSPCC to optimise strategic planning has been recognised by the highly-regarded industry association MRS (Market Research Society). At the MRS Awards 2021, we won the Applications of Research award.
Our brand research proved that the perceived ‘sadness’ of a charity negatively correlates with donation intent. This affirmed the charity’s shift from hard-hitting campaigns to revealing how they help children.
The judges recognised our research as a potential catalyst for real change across the entire charity sector saying:
“Total brand transformation! Interesting findings, including how the sad/negative connotations to the brand can limit donations. This could set change in motion for many other charities.”
“Mindlab’s methodology allowed us to get beyond claimed behaviour, and …gave us a clear steer on how we could stretch our brand to work harder for fundraising.”
– Rachel McCourty, Insight Manager, NSPCC
To find out more about the research, check out our case study here.