What if there was a sizeable audience who cares about your cause and with just the right nudge they would support you? I call them the ‘moveable middle’ and every charity has one.

This project saw me setting out to find this softest target audience for Teenage Cancer Trust. After recognising that Fundraising and Marketing activities needed to pull in the same direction to increase the charity’s overall impact, the brief brought the MarComms and Fundraising teams together to develop a singular audience strategy.

I kick-started the process by stress-testing stakeholder hunches of who their bigger audience opportunity was. This put some theories to bed and firmed up clear hypotheses to explore.

Then in a series of workshops we weighed up three different audience opportunities, looking at their values, charitable giving behaviour and affinity to the charity and music (which the charity already leverages in their Royal Albert Hall gigs), to help clear the path for choosing one to build a strategy around.

Having found their ‘moveable middle’ Teenage Cancer Trust is now on the way towards a simple, cohesive Marketing and Fundraising strategy to help them maximise the impact of small budgets, increase engagement, and raise a lot more money.