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Audience Insight

Wales networking group

5 February 2020

To communicate effectively you need to truly understand the audience you want to reach, what matters to them and what motivates them. Are you doing enough to tune into what they need from you? ​

Audience insight is more important than ever in a fast-paced and fragmented media landscape. In this session, we looked at the importance of gaining, and applying, good quality research, but also at affordable and practical ways to obtain audience insight, and how to recognise and make the most of the information you already have about the people you want to engage.​


Understand your audiences – Peter Dawson, research officer, nfpSynergy

What makes good research? – Michele Madden, managing director, nfpSynergy

Making the most of your digital data – Rhiannon Headlam, paid advertising strategist, Spindogs


Guide: Guidelines for writing a research briefnfpSynergy

Article: Audience insight on a budget – what three charities have learntSarah Fitzgerald, director, Self Communications

Article: Building a content plan using keyword research – Damon Rutherford, SEO, PPC, UX Lead, freelance

About the Wales networking group

The CharityComms Wales networking group brings together charity comms professionals based in Wales. Each event focuses on a different comms topic with guest presenters, group discussions and networking.

The events will give you the chance to meet your peers, compare notes on workplace practices and share successes, ideas, challenges and inspiration. The network is designed to encourage networking and peer to peer support, sharing issues in a ‘safe’ environment.

This group is led by Jess Day, digital strategist at more onion along with the Wales network steering group.

  • Vicki Spencer-Frances, Cowshed
  • Chris O’Brien, RSPCA Cymru
  • Angharad Jones, Play Wales
  • Katie Chapelle, Stroke Association
  • Bran Devey, Ramblers Cymru

If you’re interested in speaking at an event or if there are any topics you’d love to discuss, please get in touch with Jess.

To be added to the Wales networking group mailing list, please contact our events team.

You can also stay in touch with charity communicators in Wales through the Comms 3 Cymru Facebook group – message the admins (Jess and Bran) to request to join with a note of your role or connection with the sector.