Solutions - Brand Positioning

Measuring Brand Metrics & Exploring Messaging for a Non-Profit

The Challenge

With the launch of a five-year strategic vision, an animal non-profit organization was keen to achieve a deeper understanding of their audiences to inform communications and campaigns for future growth. Lux was challenged with measuring brand perceptions among future donors, as well as identify and profile the target audiences.

The Solution

We conducted an online survey with the organization’s donor database, as well as non-donors. This online survey included key drivers analysis, indexing, and a heat map message testing tool to test key marketing outgo.

The Outcome

Our client left with clear messaging insights that needed to be optimized prior to launch, was able to benchmark key KPIs for their organization, as well as identify and profile key audiences to focus on for messaging and relationship-building with the organization.

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