Branding and communications research

What’s the most effective proposition for our new appeal?  How do we reach twenty-something women who live in towns? nfpSynergy gets asked not only to answer questions like these but also to prove that the proposition was the correct one and what percentage of the young women were effectively reached.  Branding and communications research are our meat and drink.

Key case study: MS Society Communications Audit

The MS society has been developing its marketing and communications function over the past several years, including the creation of an in-house communications manager as well as the development of its media, publications and supporter care functions. In September 2006 the organisation commissioned nfpSynergy to review its approach to image management and strategy for communications.  The review consisted of three principal strands:

1. Publications review

nfpSynergy conducted a full audit of all of the MS Society's publications, including fundraising, recruitment, training, service delivery, professional and MS information. 

Over 200 individual documents were analysed, both from a visual and content perspective, paying particular attention to brand and message consistency and evidence of a clear and definitive house style. 

2. Mystery shopper exercise

The MS Society wanted to find out how their branches were performing in terms of customer service; to gain insight into what kind of experience people have when they contact the MS Society.

After establishing a standard enquiry, our researchers approached a number of branches either by letter, email or telephone, posing as ‘mystery shoppers’. nfpSynergy made sure to contact a range of branches in big cities and small towns, including the national centres and helpline. A record was kept of all responses, whether prompt and effective or not.

All the information was then gathered into a report which allowed the MS Society to highlight what they do well and which areas are in need of improvement, the most valuable aspect being the opportunity to see through the eyes of their everyday service-users.

3. Communications structure review

The MS Society has a range of departments who communicate with the outside world. It was concerned that not all these worked together as well as they could and that the overall impact was decreased because of this. It commissioned nfpSynergy to look at its structure and strategy for its communications and produce recommendations. The resulting report  made a range of recommendations including the recruitment of a Communications Director and the creation of a clearer integrated communications strategy.