Understanding motives
CLIENT: THE VEGETARIAN SOCIETY
National charity, The Vegetarian Society, asked us to help them better understand people’s motives for adopting a vegetarian diet, and to talk to their audiences to determine how the charity could best support them.
We worked with The Vegetarian Society to conduct research to better understand their supporter and membership base.
The charity specifically wanted to understand the impact of environmental messaging.
The context
The charity had a strong supporter and membership base, but felt that motives for vegetarianism may have changed along with a wider understanding of the environmental impacts of what we eat. To influence their future communications strategy, the charity wanted to understand how much the environmental benefits had influenced people’s decisions to adopt a vegetarian diet.
Ahead of some membership changes, the charity also wanted to gain general feedback about people’s experiences of being a paid member of the charity, to help with their future member recruitment and retention.
What we did
We worked with The Vegetarian Society, a national charity and the world’s oldest vegetarian society, to conduct a series of conversations with their members, and also a survey and focus groups. The purpose of the work was to better understand people’s individual motives for maintaining a vegetarian diet, and specifically to understand to what extent environmental factors were a key driver.
The insights we gathered provided the charity with:
A series of member case studies
A greater understanding of local member-led activities
A more in-depth picture of the needs of members and where the charity could best provide support
A stronger case for support and revised membership offer
Robust feedback on the charity’s existing membership offer
A clear direction for future communications, and particularly membership recruitment and retention campaigns
“Really Good Things have a clarity of vision that is incredibly beneficial in steering through muddy waters”
THE VEGETARIAN SOCIETY
Really Good Things is a specialist strategy, communications and fundraising consultancy for charity, public sector, and not-for-profit organisations. Talk to us about how we can help amplify what you do.
