Audience Strategy from Opticomm Media
Resonance
Your donors reflect your past. We’ll define your future.
Find the audience your cause deserves.
Most charities know who donates.
They don’t know who should.
Decades of direct mail and cash-ask propositions have built donor bases that reflect the channel, not the cause. The audience is a product of media history — not brand strategy.
The Challenge
Three things holding charities back
Acquisition shaped by tactics
Your donor base was built by the channels you used, not the cause you champion. The audience reflects historic media decisions.
Optimised for response, not relevance
Response rates measure efficiency within a shrinking pool. They don’t tell you about the people who would care deeply but have never been asked.
The gap between who gives and who cares
There is a constituency of people whose values align with your cause but who aren’t in your database. That gap is your biggest growth opportunity.
Stop optimising for response.
Start building for relevance.
Response rates measure efficiency. Audience strategy measures potential. One keeps the lights on. The other transforms your income.
How Resonance Works
Three pillars of audience intelligence
We combine AI-powered profiling, attitudinal insight, and competitive media intelligence to define who your audience should be — and show you how to reach them.
1
AI-Powered Base Profiling
Your donor data, decoded
We take your donor extract and profile it against ONS Census data, Index of Multiple Deprivation, and behavioural segmentation — RFM analysis, channel-of-origin, lifecycle stage, and geographic concentration mapping. Fast, affordable, and revealing.
2
TGI Attitudinal Audience Build
Values that match your cause
Using Kantar TGI, we define your gravity audience — people whose values, beliefs, and attitudes naturally align with your mission. We identify where the index is high but donor volume is low. That’s your untapped constituency.
3
Ad Intel Competitive View
Where the money should go
Nielsen Ad Intel reveals where you and your competitors are spending — and where you should be. We map your gravity audience’s media habits against actual investment to show the gap between current spend and optimal reach.
Engage
Three ways to start
Diagnostic
£5-8k
2 weeks
- AI-powered donor base profiling
- Postcode-level demographic analysis
- RFM segmentation & health scorecard
- Top-line gap identification
- Recommendations report
Recommended
Full Blueprint
£15-25k
4-6 weeks
- Everything in Diagnostic
- TGI attitudinal audience build
- Gravity audience definition & sizing
- Ad Intel competitive analysis
- Channel strategy recommendations
- Audience activation roadmap
Blueprint + Activation
From £25k
Ongoing
- Everything in Full Blueprint
- Media planning against gravity audiences
- Test-and-learn framework
- Quarterly audience reviews
- Performance reporting
Find the audience your cause deserves.
Start with a 30-minute discovery call. We’ll talk about your current donor base and where the opportunity might be.
Get in touch
