Shekhar Deshpande, global planning director and strategy consulting director, J Walter Thompson Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

6. 16%
26%
31%
0%
5%
10%
15%
20%
25%
30%
35%
Emotional Combined Rational
Campaign strategy
Vlargeprofitgains(%reporting)

10. Distinctive Assets?
1. Characters or
celebrities
2. Colours/colour
combinations
3. Fonts/typefaces 4. Logos
5. Music/jingles/
sonic devices
6. Pack shapes/closures 7. Style of/moments
in advertising
8. Taglines/phrases
VW
Just Do It

12. Turning an understanding of people
into profit

13. Who’s buying?

14. What are they
buying?

15. Who are they
buying from?

16. GIVING

17. BUYING

19. Awareness Attitude Behaviour
Spreading public knowledge
about the cause or the work of
the charity
A shift in feeling about a cause,
a brand or oneself
A shift in the way we act
toward a cause, interact with
the charity or those affected
Donations Volunteering Brand building
A call or platform for
donations, whether through
direct payment process, or
indirect (product purchases,
event participation etc.)
Awareness of fundraising or
volunteer opportunities, calling
for people’s time and effort
Enhancing the charity’s image
and differentiating it from
other charities within the
category and beyond

21. Who’s buying?

23. People who see
themselves as…
People who
believe in…

24. People who want
to feel good
today
People who feel
strongly about…

25. People who want
to donate
occasionally
People who feel
strongly about…

26. MumsEmployers

27. What are they
buying?

28. A better self
Social respect
A sense of belonging
An impact on their world

29. My world
Our world
The world

30. Source: CAF UK Giving Report 2017

31. Fear
Guilt
Shame
Anger

33. Who are they
buying from?

37. Physical
availability

38. Source: CAF UK Giving Report 2017

39. Source: CAF UK Giving Report 2017

40. TAP
A charity tackling homelessness
in London through contactless
technology.

41. Penetration
Emotion
Predisposition
Who’s buying?
What are they buying?
Who are they buying from?
BUYINGGIVING How easily can they buy?

42. Shekhar.Deshpande@jwt.com

43. Psychology of
communications
- tools from the Behavioural Sciences
28 June 2018
London
#CCPsychComms

44. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk