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Oxfam: National Awareness and Branding Study


The Issue 
Oxfam, the international development and poverty organization, is undertaking a global awareness and branding study to better understand how they are perceived and where they fit within the global charitable community.

The Challenge 
Oxfam believes its identity is strong in Europe, but they are concerned about awareness levels – and their ability to attract donors – in North America. The current economic environment and Americans’ “home first” attitude toward international charitable giving underscore the need for a strong brand and long-term strategy for increasing awareness.

The Outcome 
Lake Research Partners conducted a national survey to gauge awareness of Oxfam and to measure key associations with Oxfam’s brand. LRP presented the results of the U.S. survey to Oxfam America’s leadership and staff and made recommendations for future positioning and messaging that will enable the organization to stand out and connect with Americans’ values.

The Methodology 
LRP worked with STRATCOM, a Canadian public opinion and strategy organization, in the fall of 2008 to conduct a national poll in both the US and Canada. LRP and STRATCOM used existing research to help Oxfam learn as much as possible about their strengths and weaknesses, and what sets them apart in the global charitable community. Specifically, we reviewed existing polling data about Oxfam and then collected and analyzed outside polls and focus group data about other global charitable organizations, Americans’ views on issues like global development and poverty, and trends in charitable giving during times of recession.

The Team 
Lake Research Partners (Michael PerryTresa UndemJulia Cummings