The brief
- The Universities Federation for Animal Welfare (UFAW) is an independent registered charity and membership organisation, working with the animal welfare science community worldwide to develop and promote improvements in the welfare of animals through scientific and educational activity.
- UFAW wanted to undertake detailed research with key audiences to explore the possibility of becoming a professional association or learned society, as well as to understand the potential for a revitalised membership offer. UFAW were also looking to evaluate the impact of their name, to inform a future re-brand.
The approach
- After a recent review, UFAW wanted to explore the appetite for an enhanced membership offer, which could lead to increased engagement and secure future revenue for the charity.
- To explore this further, Shift Insight conducted a 25-question survey, which was sent to UFAW membership and via other channels in the animal welfare community. 44% of participants were from the UK, 20% Europe, 13% North America and the remainder from Africa, Asia, South America and Australia/New Zealand. The survey attracted over 400 responses from the target audiences across these regions.
- This was followed by 33 in-depth interviews with the core audience, lasting 45 minutes each. Participants were chosen from survey respondents across key audiences, including members, non-members, professionals and students.
The value
We created a detailed report that outlined key findings, provided a net promoter score to measure audiences’ experience with the charity, and displayed participant views in a highly visual manner. This ended with clear conclusions and recommendations to inform UFAW’s plans to re-shape their structure and re-brand the organisation.
