Aim
The Foundation of Light is hailed as a best-in-class football charity and MMC Research have a long-term partnership with them to build on brand and stakeholder perceptions year-on-year. They wished to ascertain the level of knowledge and understanding of how their flagship building, The Beacon of Light, is used, and awareness of the events and activities hosted there.
Work
MMC Research proposed an online quantitative methodology to answer these research objectives in an 8-minute online survey. The survey was promoted online (organically and through paid sponsorship) via The Foundation of Light’s Facebook page, their email database, MMC’s opted in database of thousands of Sunderland residents, and via key partners across the North East.
Results
The survey results provided the Foundation of Light’s Marketing Team with information on how residents would prefer to be marketed to and a benchmark as to how the brand is overall perceived in a busy charitable landscape across the North East. It also provided evidence of how football fans ‘link’ the charity and the club and how to harness the link to raise critical funds to help communities across Sunderland, County Durham and South Tyneside.
