Why brand tracking matters in the charity sector

We’re kicking off our Insight to Action series with a simple starting point: charities run on relationships, and relationships run on trust. To steer those well, you need more than guesswork – you need a clear read on how you’re performing across the metrics that matter: awareness, consideration, salience, and more. In this opening piece, we set out why tracking your brand really matters, and what good looks like in practice – clarity of purpose, ‘always on’ insights, and enough audience focus to cut through the noise and make confident choices.

The inclusion illusion: Mind the (perception) gap

In 2025, the global political landscape is more volatile and complex than ever. Debates over issues like equality, inclusivity, climate change, and immigration are intensifying, while public opinion in the UK appears to be shifting in a less progressive direction. But is that perception accurate – and how much are attitudes really changing? Understanding the reality is crucial for charities in relating to and communicating with their various audiences – from supporters and donors to beneficiaries, service users and volunteers.