Audience Strategy from Opticomm Media
Resonance
Your audience reflects your past. We'll define your future.
Find the people your cause deserves.
Most charities know who donates.
They don't know who should.
Decades of direct mail and cash-ask propositions have built supporter bases that reflect the channel, not the cause. Your audience is a product of media history - not brand strategy.
The Challenge
Three things holding charities back
Acquisition shaped by tactics
Your supporter 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 supporter data, decoded
We take your supporter data and profile it using demographic, behavioural, and geographic intelligence - including donor health analysis, channel-of-origin mapping, lifecycle segmentation, and geographic concentration. Where needed, we layer in geodemographic profiling for deeper insight. Fast, affordable, and revealing.
2
Attitudinal Audience Build
Values that match your cause
Every cause has an untapped audience - people whose values naturally pull them towards the mission, even if they've never engaged. Using proprietary attitudinal research, we define this gravity audience: people drawn to your cause by shared values. We identify where natural affinity is high but engagement is low. That's your biggest growth opportunity.
3
Competitive Media View
Where the investment should go
Competitive media intelligence reveals where you and your peers are spending - and where you should be. We map your untapped 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 supporter 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
- Attitudinal audience build
- Untapped audience definition & sizing
- Competitive media analysis
- Channel strategy recommendations
- Audience activation roadmap
Blueprint + Activation
From £25k
Ongoing
- Everything in Full Blueprint
- Media planning against untapped 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 audience and where the opportunity might be.
Get in touch
