Football charity fan and user engagement survey

“Working with MMC Research is critical to our marketing and communications strategy. Natasha and Vicki have a huge amount of knowledge and experience, and have been really supportive of the Foundation - not only as a charity and the work we do but also in creating bespoke research which helps us to really understand our customers and participants, and how we can develop our messaging to meeting our organisational objectives.”
Foundation of Light


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.   


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


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. 

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