Not-for-profit organisations

Doing well by doing good

Our charities team work with some of the UK’s biggest and most respected charities from CRUK, Samaritans, Alzheimer’s Society and GOSH.

The sector shares many of the insight needs of the for-profit world. For example, brand perceptions are critical for ongoing support and mission delivery. Donors and volunteers have deep and varied experiences which need monitoring and managing to ensure loyalty and advocacy. We are also sensitive to what makes charity brands different. We understand that non-profit organisations typically have tighter budgets and a wide range of empowered stakeholders.

What Deliveroo said about us

"Without you guys, I really wouldn’t be where I am right now."

What Wagamama said about us

"Thanks to Morar HPI, we’re now closer than ever to understanding the experience of our guests and have a tool that is capable of affecting change at all levels from the restaurant manager and their team to central support functions."

Our expertise

Our consultants, many of whom have direct experience working in not-for-profit organisations, are on hand to lead client through:

> Supporter Segmentation

Defining the different audiences connected to your cause, identifying motivations and engagement triggers.

> Campaign Evaluation

Assessing your marketing outreach and offering communication planning services.

> Supporter journeys

Mapping supporter behaviours and the way they evolve over time.

> Donor Proposition Development

Evaluating and refining donor strategies in a wider commercial context.

> Strategic Repositioning

Commercial and brand consultancy services to focus longer term propositions.

> Brand Modernisation

Positioning the brand to stay relevant while maintaining your values.

> Title

Focus groups

Simple and effective evaluations of new concepts or products to identify winners, or to establish if there is sufficient potential to move further down the innovation process

Marketing & category management

Using techniques such as a conjoint to help develop the optimum price points for products or services

Product testing

Combining primary research with other data to create an accurate view of the addressable market


Applying chaid, cluster analysis and other segmentation approaches to identify key audiences for your brand to target

Mystery visits & audits

Evaluating the customer journey and the path to purchase to identify pain points or key touchpoints to help drive satisfaction and improve operational efficiency

Work & Latest thoughts


Revolutionising Wagamama’s customer experience through reliable, quick and actionable data.
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Understanding their evolving global industry and in particular where they sit in the competitive environment, as well as market, customer and rider segmentation.
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Product testing for Heineken UK including liquid optimisation, margin improvement and product claims research to help make the business competitive in the UK market
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Insight to develop premium bartender advocacy for Hendrick’s gin across key European markets, to defend against new entrants and maintain the future health and competitive advantage of the brand.
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Not all food delivery operators are the same

Positivity around pubs

Exploring sweet-spots in drinks NPD

BrandVue Charities

The team also run BrandVue Charities, our country wide syndicated daily brand tracker.

Covering 120+ not-for-profit brands with 60,000 planned interviews a year.
Find out more

Contact Julian Dailly to find out more

Julian Dailly
Julian Dailly is Morar HPI’s Managing Director. He specialises in combining insight with commercial strategy. Originally head of the Global Brand Valuation team at Interbrand he now works across clients and leads projects for brands and not-for-profits.
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Morar HPI Limited is part of MIG Global and part of the Next15 Group.

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