Market Research for Charities & NFPs

Q: Is research with vulnerable populations handled differently?

Yes. Research involving children, the elderly, people with disabilities, or other vulnerable groups requires specialist frameworks, appropriate consent processes, and sensitive research design. Every 10 THOUSAND FEET team member holds a current Working with Children check and NDIS Working with Vulnerable People accreditation.

Q: Can research help with fundraising effectiveness?

Absolutely. Research helps charities understand what motivates donors at different giving levels, what drives retention, and how to communicate impact in ways that deepen donor relationships over time.

Q: Do you work with small charities and NFPs as well as large ones?

Yes. 10 THOUSAND FEET works with organisations of all sizes, from grassroots community organisations to national and international bodies, tailoring research scope and methodology to suit each organisation.

Q: What does a strategy session involve?

A complimentary strategy session is a chance to talk through your organisation's current approach to research, the decisions you're trying to make, and the challenges you're facing. It's a no-obligation conversation.

Market Research for Charities

and Not-for-Profits:

Making Evidence-Driven Decisions

The organisations we work with in the charity and not-for-profit sector share something important: an unwavering commitment to making a real, lasting difference in the lives of the people, animals, and ecosystems they serve.

At 10 THOUSAND FEET, we’ve spent more than 20 years helping charities and not-for-profits across Australia, turning that commitment into confident, evidence-driven decisions. Because here’s the thing: even the most passionate, purpose-driven organisation can only create lasting impact when it truly understands the needs of its stakeholders. The collaborative culture that defines the charity sector makes it particularly well-suited to the benefits research can deliver; helping organisations align faster, decide with confidence, and progress further together. That’s exactly where specialist market research for charities and not-for-profits comes in.

What Is Market Research for Charities and Not-for-Profits?

Market research for charities and not-for-profits is the systematic collection and analysis of insights about the communities, donors, clients, and stakeholders these organisations exist to serve. It helps mission-driven organisations move from good intentions to informed action by understanding what their communities need, what their donors value, how their organisation is perceived, and where their resources will have the greatest impact.

Research plays a critical role in helping charity and NFP organisations:

Understand the evolving needs of clients and communities
Align internal teams and stakeholders around shared goals and strategy
Test campaigns and communications before they go to market
Measure the impact of campaigns, programs, and services
Strengthen donor relationships and fundraising effectiveness
Build a brand that resonates deeply with the people who matter most

Our Experience in the Charity and Not-for-Profit Sector

We’ve had the privilege of working alongside some of Australia’s most respected and impactful organisations, including Australian Red Cross, The Benevolent Society, Greenpeace, Guide Dogs, National Breast Cancer Foundation, Oxfam, The Salvation Army, St John Ambulance, and St Vincent de Paul/Vinnies.

Our experience spans bespoke research across a broad range of topics from surveying the general public and donor databases on brand health and fundraising, to market segmentation, category donation habits, campaign testing, donor and client satisfaction, service awareness and uptake, social impact, and reputation management. We have also run syndicated research for the past nine years to track how a charity brand’s position in the market influences fundraising outcomes and to surface key trends shaping the sector; giving our clients a richer, more contextual view of where they stand.

Charity’s private revenue sources (excluding government grants), come from a number of places, including individual giving, selling products or services, bequests and philanthropic giving. We research all these funding sources in detail. One example that speaks to the depth of our philanthropic research is: we collaborated with senior leaders from 25 Australian foundations and intermediaries (including ANZ, AGL, The Ian Potter Foundation, Minderoo, Paul Ramsay Foundation, Perpetual, The Spinifex Trust, Sidney Myer Fund, and The Myer Foundation) conducting in-depth one-hour interviews to identify the friction points that prevent philanthropists from achieving optimal impact. The result was a comprehensive report and workshop program that has helped charities develop stronger relationships with existing funders, build an organisation-wide culture of philanthropy, and become more successful in securing new funding from philanthropists, foundations, and government.

All our research programs for charity and NFPS have reinforced what we believe to be true: that good research doesn’t just inform decisions; it creates clarity, builds alignment, and amplifies the positive work these organisations are already doing in the world.

Credential	Detail
Years of experience	20+ years in market research for charities and NFPs
Sector coverage	Charities and NFPs across Australia with a deep experience in a range of verticals: Community Welfare, Loal and International Disaster Relief and Aid, Medical Research, Healthcare, Homelessness, Disability, Child Youth and Family, Aged Care, Animals, Environment, Poverty, Refugees and Migrants, Domestic Violence, Drug Use and more
Syndicated brand and fundraising research	Charity brand and fundraising tracking program running continuously for 9 years
Government panels	Listed on NSW and Federal Government research panels
Compliance	All team members hold current Working with Children and NDIS Working with Vulnerable People checks
Research scope	Brand, donor, community, social impact, and fundraising research
Client recommendation rate	100% (November 2025 Client Satisfaction Survey)

The Heart of What We Do — 10 THOUSAND COMMUNITIES

There’s a reason we’re drawn to working with charities and not-for-profits. It goes to the very heart of why 10 THOUSAND FEET was established in the first place. When Ian Krawitz founded 10 THOUSAND FEET in 2003, the goal from day one was to build a business that could give back to community. From the outset, the agency worked with charities and in 2011, that commitment was formalised through the establishment of 10 THOUSAND COMMUNITIES, the not-for-profit arm of 10 THOUSAND FEET.

As Ian explains:

“Having sustainable commercial relationships enables us to put dedicated effort into our community projects, where we focus on the environment, bringing communities closer together, and encouraging Australians to be a generous giving society.”

10 THOUSAND COMMUNITIES exists to make Australia a more generous, more connected, and more environmentally conscious society. The commercial research work of 10 THOUSAND FEET directly funds this mission; which means that when charities and NFPs work with us, they’re not just getting a research partner who understands their sector. They’re working with an organisation that shares their values at a foundational level.

Learn more about 10 THOUSAND COMMUNITIES →

Our Philanthropic Giving Research — Bridging the Gap Between Funders and NFPs

One of the most significant pieces of research 10 THOUSAND COMMUNITIES has funded is a landmark 75-page study into the relationship between philanthropic organisations and the not-for-profits they support; designed to help charities and philanthropy align more effectively, and in doing so, drive more significant impact for the causes they are so passionate about. As the research has come to life, it has helped charities better understand and align with philanthropy’s needs attracting more funding, engaging more effectively with foundations, and building a genuine culture of philanthropy within their organisations.

We conducted in-depth interviews with 25 foundations, including a mix of professional foundations, family foundations, corporate foundations, and intermediaries. Participating organisations included AGL, ANZ, Eastwood Family Foundation, Foundation for Rural & Regional Renewal, The Ian Potter Foundation, Minderoo, Origin Energy Foundation, Paul Ramsay Foundation, Perpetual, Sidney Myer Fund, The Myer Foundation, The Spinifex Trust, UBS, and many more.

The research uncovered seven key friction points that philanthropists feel prevent optimal impact and identified practical ways for both funders and fundees to improve their relationships, processes, and mutual effectiveness. Rather than simply publishing the report, we bring the findings to life through workshops that take senior stakeholder teams on the journey together, building genuine buy-in for change.

“The workshop with 10+ senior Aspect team members enabled our leaders to use the research as a basis for developing strategies and tactics to holistically enhance our philanthropy program. After the workshop we successfully implemented several of the recommendations, adjusting our grant applications and our website to more effectively talk about our work and the way we operate.”

Shahar Burla, Head of Philanthropy & Relationships — Aspect (Autism Spectrum Australia)

“The report details how both fundees and funders can improve the ways we engage and work together to create impact. It was also great to see how to tap into funders’ joy highlighted in the reporting — this is something we actively strive to do, by sharing the stories of our beneficiaries and the difference to their quality of life.”

Lorraine McNuff, Head of Philanthropy — Cerebral Palsy Alliance

Research Designed Around Ethical Practice

Working with charities means working with some of the most vulnerable members of our community: children, the elderly, people with disabilities, and others who deserve the highest standard of care and respect in any research process.

We take that responsibility seriously, and we back it up with credentials that matter. Our team is experienced in designing and conducting research that is sensitive, inclusive, and fully compliant with ethical guidelines. Every team member holds a current Working with Children check and NDIS Working with Vulnerable People accreditation, and we are listed on both NSW and Federal Government research panels reflecting the rigorous standards we uphold in data privacy, security, and research practice. Our clients can engage us with complete confidence that sensitive data and conversations are handled with the utmost care.

Ethical research isn’t just about compliance for us. It’s about ensuring that every person who participates in our research feels respected, heard, and valued; because that’s the only way to generate insights that are truly honest and meaningful.

The Power of Organisational Alignment

One thing we’ve seen consistently across the not-for-profit sector is that the organisations making the greatest impact are the ones that are aligned internally, and with the broader network of partners and stakeholders they work with.

Charities and NFPs rarely work in isolation. Achieving meaningful outcomes often requires collaboration across organisations, government bodies, funding partners, and community groups. But effective collaboration starts with a shared understanding of goals, challenges, and priorities. That’s something research is uniquely positioned to provide.

We’ve seen first-hand how well-designed market and social research facilitates this alignment: surfacing shared goals, resolving competing priorities, and giving leadership teams the common language and evidence base they need to move forward together.

Our Market Research Services for Charities and Not-for-Profits

We offer a comprehensive range of research services designed specifically for the charity and not-for-profit context and we love tailoring solutions to the unique needs of each organisation we work with. Our expertise covers everything from surveying the general public and donor databases on brand health and fundraising topics, to syndicated research that benchmarks a charity’s market position and uncovers the trends shaping the sector.

Brand and Strategy

Charity Brand Research and Strategy — Understanding brand perceptions, positioning, and the emotional connections that drive supporter loyalty

Community and Client Research

Customer Satisfaction Studies — Measuring the experiences of the clients and communities your organisation serves
Customer Usage and Attitude Research — Understanding how and why people engage with you
Customer Journey Mapping — Identifying every touchpoint in the client experience and where it can be improved
Segmentation and Profiling Research — Understanding the distinct needs of different community groups within your audience

Campaign and Communications

Campaign Testing and Evaluation — Testing creative and messaging before launch, and measuring effectiveness afterwards

Fundraising and Donor Research

Donor Satisfaction Research — Understanding what drives donor loyalty and what puts it at risk
Individual Giving Fundraising Research — Insights to strengthen your regular giving and acquisition programs
Major Philanthropic Giving Research — Understanding the motivations, friction points, and decision-making of major donors and philanthropic foundations. Our research helps charities reduce the barriers that prevent funders from giving at their full potential and presents findings through interactive workshops designed to generate buy-in and actionable ideas across senior stakeholder and fundraising teams
Gifts in Wills Research — Exploring the attitudes, triggers, and barriers around bequest giving

Impact and Social Research

Social Impact Research — Measuring and communicating the real-world difference your organisation is making

Trust and Reputation Research

Charity Trust Research — Understanding what drives trust in charities and not-for-profit organisations, and how your organisation performs on the key trust dimensions specific to the sector

Don’t see exactly what you’re looking for? We love a challenge. Get in touch and we’ll work with you to design a research solution that fits.

Why Specialist Research Matters for Mission-Driven Organisations

Charity and not-for-profit organisations operate in a uniquely complex environment; managing the expectations of clients, donors, funders, boards, employees, and the broader community, often with limited resources and under significant scrutiny.

Generic market research rarely accounts for these dynamics. Specialist research does. It’s designed around the realities of the sector: the sensitivity required when researching vulnerable communities, the importance of stakeholder trust, the need to demonstrate impact to funders, and the pressure to maximise every dollar.

Charities are inherently collaborative, with many voices shaping decisions. While this strengthens alignment, it can also slow momentum. At 10 THOUSAND FEET, we understand these dynamics and design our research to bring stakeholders together around a clear, independent view aligning perspectives quickly, accelerating decision-making, and helping organisations deliver greater impact, sooner.

At 10 THOUSAND FEET, we bring more than 20 years of sector-specific experience to every engagement. We understand the language, the pressures, and the purpose that drives these organisations and that understanding shapes how we design and deliver research that is practical, credible, and built for real-world decision-making.

Client Case Studies

Seeing research in action is often the best way to understand its value. Here’s an example of how we’ve helped a leading Australian charity make more informed, impactful decisions.

Vinnies CEO Sleepout — St Vincent de Paul Society

The annual Vinnies CEO Sleepout brings together business and community leaders to raise awareness and funds for the 122,500 Australians experiencing homelessness. Vinnies engaged 10 THOUSAND FEET to understand participant motivations and perceptions, evaluate campaign concepts and messaging, and identify opportunities to enhance engagement, retention, and impact.

Led by senior researchers with over 20 years of experience, we conducted in-depth qualitative interviews with 16 participants including ongoing, first-time, and lapsed CEO participants, as well as Ambassadors. The research delivered a deep understanding of participants’ emotional connection to Vinnies and the cause, along with insights that informed impactful, audience-aligned campaign creative and helped ensure the event remains relevant and emotionally resonant for years to come.

Read the full Vinnies case study →

More case studies coming soon.

What Our Clients Say

In our November 2025 Client Satisfaction Survey, 100% of clients said they would recommend 10 THOUSAND FEET:

25% scored willingness to recommend at 8/10
37.5% scored it at 9/10
37.5% scored it at 10/10

We’re proud of those numbers, but we’re prouder of the outcomes behind them. Don’t just take our word for it; here’s what some of our charity and NFP clients have to say about working with 10 THOUSAND FEET.

“The Charity Brand Health research is a valuable resource for the sector.”

Michael Apte, CMO — Guide Dogs NSW/ACT

“The team was very patient and flexible to work with during the process. They were dedicated to understanding our history and background as well as our desired outcomes, which resulted in meaningful research and insights from the selected participants. They guided us every step of the way.”

Anne Burrows, Fundraising Coordinator — St Vincent de Paul Society (Vinnies)

“The professionalism and patience of the team is second to none. It is always a pleasure working with them — even in the grey, slow and frustrating moments of a project, they bring a kindness and lightness to the process. They invest the time in ensuring communication and deliverables are clear, and that everyone understands what is expected by when.”

Candace Powell, Customer Experience Lead — The Benevolent Society

Frequently Asked Questions

Who is charity and not-for-profit market research for? Any charity or NFP that wants to make more informed decisions about its services, communications, fundraising, brand, or strategy. It’s particularly valuable for organisations preparing for a brand refresh, launching a new fundraising program, seeking to improve client satisfaction, proving the effectiveness of their work, or working to align internal teams around a shared strategic direction.

Is research with vulnerable populations handled differently? Yes, and it should be. Research involving children, the elderly, people with disabilities, or other vulnerable groups requires specialist frameworks, appropriate consent processes, and sensitive research design. Every 10 THOUSAND FEET team member holds a current Working with Children check and NDIS Working with Vulnerable People accreditation, and our inclusion on NSW and Federal Government research panels reflects the standards we uphold across all our work.

Can research help with fundraising effectiveness? Absolutely. Some of the most impactful research we conduct for not-for-profit clients relates directly to fundraising; understanding what motivates donors at different giving levels, what drives retention, and how to communicate impact in ways that deepen donor relationships over time.

Do you work with small charities and NFPs as well as large ones? Yes. We work with organisations of all sizes, from grassroots community organisations to national and international bodies. Our research scope and methodology are always tailored to the size, budget, and objectives of the organisation.

What does a strategy session involve? A complimentary strategy session with one of our research experts is a chance to talk through your organisation’s current approach to research, the decisions you’re trying to make, and the challenges you’re facing. It’s a no-obligation conversation and most organisations find it valuable regardless of whether they engage us further.

Market research has the power to amplify the impact of every charity and NFP we work with. We’d love to learn more about your organisation and explore how we can help.

To find out more about market research for charities and NFPs enquire here or book a complimentary strategy session with a research expert.

We’d love to hear from you.

Let’s start a conversation

We’ve helped other clients transform their organisations and would love to be part of your story.

Address

Level 6, 275 Alfred Street North,
North Sydney, NSW, Australia, 2060

Email

info@10thousandfeet.com

Phone

02 8080 7544