Meaningful Marketing Measurement: Charity Sector Focus

Under difficult circumstances, charities across the UK have produced some of their best work – as seen by the award-winning Charity campaigns from the DMA Awards.

Our first Meaningful Marketing Measurement: Charity Sector Focus report, in partnership with REaD Group, highlights key charity marketing effectiveness learnings from the DMA’s Intelligent Marketing Databank.

Drawing on data from over 135 charity campaigns across 1,050 entries to the DMA Awards (dating back to 2017), the Databank provides insight into the effectiveness of charity marketing campaigns, as well as how marketers are measuring their effectiveness.

A key finding is that charity campaign effectiveness has been declining over recent years, peaking at 3.4 effects per campaign in 2019 and dropping to 2.3 effects by 2021. Even though charity marketers are adept at hitting response-based KPIs, it is a decline in response effectiveness that has prompted the overall effectiveness decline in 2021.

Despite this large decline in 2021, according to the five-year average (2017-21), a typical charity campaign generates 2.9 effects per campaign – making the sector more proficient at generating marketing-based outcomes than the cross-sector five-year average (2.7 effects).

Delve into this analysis of the Intelligent Marketing Databank to learn more about:

• The industry’s current measurement challenges
• What marketers can do to overcome them
• What the DMA is doing to help

To download and view Meaningful Marketing Measurement: Charity Sector Focus, head here.

Read Meaningful Marketing Measurement 2022, here.

Explore the Marketing Measurement Framework 101, which provides best-practice guidance on how to measure business outcomes.

Read the Marketing Measurement Glossary, put together by the DMA Media Council.