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Case Study

Finding a better way to connect with donors of all generations

The David Suzuki Foundation is a national non-profit in operation for over 30 years. Its purpose is to use evidence-based practices, education, and policy analysis to create a sustainable life in Canada. Canadians look to the David Suzuki Foundation as a beacon of scientifically-valid perspectives on environmental issues. 

PH1 worked with the David Suzuki Foundation to learn about donor needs and how to best articulate the non-profit's work in a way that engages and educates.

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Uncovered a generational trend that shows a massive shift in how people support charities

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The David Suzuki Foundation prides itself on educating and rallying Canadians on environmental issues. Particularly important are the voices of donors: which environmental issues are top of mind for them? What are their views on the David Suzuki Foundation? How well do they understand the work that the David Suzuki Foundation does? 

How we solved this problem:

  1. Aligned on research directions that would yield most impact

  2. Obtained insights about donor perceptions and needs using surveys and interviews

  3. Delivered recommendations on how to best engage and communicate with the brand’s diverse donor base

PH1 was responsible for all recruitment, research, analysis, and recommendations.

Aligned on research directions that would yield most impact

  • Conducted interviews across brand verticals to gather internal views on implicit donor behaviours, needs, and archetypes

  • Held a kickoff workshop with key decision makers to prioritize research questions to ensure project focus and alignment

  • Created project charter to ensure success across project objectives and outputs

Obtained insights about donor perceptions and needs using surveys and interviews

  • Built and launched survey to learn about donor demographics, attitudes, and opportunities for improvement

  • Recruited diverse group of donors to answer the deeper “why” behind personas and donor needs

  • Analyzed mixed-methods data by collaborating and iterating with client for maximum impact

Delivered recommendations on how to best engage and communicate with the brand’s diverse donor base

  • Provided insights and recommendations for communicating and engaging donors across personas and demographic segments

  • Gave suggestions on how to best communicate initiatives for most comprehension and engagement

  1. Delivered personas, highlighting how best to increase engagement, comprehension, and alignment with the brand

  2. Delivered recommendations on how the David Suzuki Foundation can best name and articulate core directions for maximum comprehension and engagement across two languages and various demographics

  3. Our insights informed marketing and content assets both internally and externally

  4. Our content recommendations were used on the corporate website to name and explain strategic initiatives

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