“Battle for the Babies” as popular as Coca-ColaSource: BCIF/IPSOS Strategic Marketing
"Battle for the Babies“ is known to 83% of Serbian citizens, so I made a small joke at the presentation of research findings and said that it's almost as known as Coca-cola. However, this is not far from truth since “Battle for the Babies” is the first that comes to citizens’ minds when asked about which humanitarian actions they know about - around 30% of them responded like this which is fantastic result, says Svetlana Logar from Strategic Marketing.
In recent research about philanthropy, done by Strategic Marketing, among spontaneously mentioned campaigns, "Battle for the Babies“ is not only most frequently mentioned, but also most precisely specified – best remembered name. Most of other campaigns that citizens recalled, were specified mostly in a descriptive way, which indicates that in most cases the field of giving was remembered, not the concrete campaign and its name.
"Battle for the Babies“ is the campaign with the biggest awareness on the initiator of the campaign. Even 39% of citizens knew that the initiator of this campaign is B92 Fund: 74% of those that spontaneously mentioned "Battle for the Babies“, had specified B92 as its initiator (which is 21% of total population of citizens that in the same time spontaneously – without being reminded mentioned "Battle for the Babies“ and B92 Fund as its initiator); out of the total percentage of the citizens that heard of the "Battle for the Babies“ (83%), 47% knew that its initiator was B92 (which is 39% of total population of citizens that in the same time heard for “Battle for the Babies” and knew that B92 Fund is its initiator).
In case of other mentioned campaigns, the compliance of the mentioned campaign and its initiator was very low. Apart from stating names of the campaigns generally and imprecisely, the citizens connected them with diverse initiators.
EVALUATION OF CAMPAIGN "BATTLE FOR THE BABIES“ AND B92 FUND
"Battle for the Babies“ is most frequently mentioned example of the campaign that was successfully finalized, while B92 Fund is mentioned as the initiator of the campaign that was successfully finalized. B92 Fund is most frequently mentioned as the most prominent fighter for the giving for general welfare.
One in five citizens, 21% mentions "Battle for the Babies“ and B92 Fund B92 as an example of successfully finalized campaign. In this respect, this campaign and its initiator, are far ahead of any other campaign or its initiator.
For comparison purposes, second place according to frequency, after "Battle for the Babies“ that is being mentioned by 21% of citizens, are the campaigns, mentioned very broadly, for the help of sick children, mentioned by 9% of citizens, while on the third place are campaigns for the help of the sick in general, mentioned by 8% of citizens. All other mentioned campaigns are being mentioned by 1% to 3% of citizens, while half of the citizens is not in a position to mention any such campaign.
As for the initiators of the successfully conducted campaigns, on the second place, after B92 Fund, mentioned by 21% of citizens, private individuals are mentioned by 7% of citizens, followed by the Fund of Vlade Divac, mentioned by 5% of citizens. All other mentioned initiators of successful campaigns are being mentioned by 1% to 4% of citizens.
B92 Fund is most frequently perceived as the most prominent fighter for the philanthropic givings pertaining to general welfare. As the most engaged fighter, 22% of citizens mentions B92 Fund spontaneously. Vlade Divac Fund follows - 19%, and Novak Djokovic - 17%. Other institutions and individuals that are mentioned as the most prominent fighters (in general sense, not under concrete name), are being mentioned by 1% to 7% of citizens.
WHY IS "BATTLE FOR THE BABIES“ THE EXAMPLE OF GOOD PRACTICE IN CITIZENS’ PERCEPTION
"Battle for the Babies“ is compatible to the idea of good practice as perceived by the citizens in three key elements: 1. Priority of the field of giving and target group, 2. Coverage – number of users and geographic prevalence of users (the combination of national and local) and 3. Communication – public course of activities and results (trust and promotion of giving for general welfare purposes)
1. Field of giving and target group
According to the assessment of the citizens, in the field of giving at this point in Serbia, priority target group is children, while healthcare is one of the primary fields. The citizens themselves are also mostly willing to participate in the campaigns pertaining to helping health disadvantaged children, followed by health disadvantaged persons in general.
2. Coverage – number of users and geographic prevalence of users (the combination of national and local)
When it comes to the readiness to support campaigns connected with their local community (from which the people close to them could benefit), or the campaigns of more general nature (from which broader range of people could benefit), the citizens are rather divided: 49% will support campaigns for local community first, while 41% of citizens would support campaigns of general nature.
Diffusion of the campaign "Battle for the Babies“ and huge number of users of this campaign, meets the needs of all citizens, thus covering general ideal of "common good“.
3. Communication - trust and promotion of giving for general welfare purposes
Systematic informing the public on the course of the campaign, especially on the results of the campaign, according to the opinion of the citizens is especially significant element of good practice in the field of giving for the general welfare purposes. Systematic informing of the public on the course of the campaign "Battle for the Babies“ is certainly one of the key elements that made this campaign and B92 Fund earn the status of most successful example of good practice and the most prominent fighter in the field of philanthropic giving.
When it comes to informing the public on the campaign of general welfare, the citizens have two key objections to the media: insufficient information to the public on the course of campaigns for general welfare, especially on their outcome, and insufficient engagement on their promotion (and encouraging) giving for general welfare purposes.
Insufficient informing of the public on the results and outcome of the campaigns spurs already undermined trust of the citizens that the donated funds will go for the purposes it were meant for. Even 63% of citizens states that there are often misuse of funds in these fields. The citizens consider lack of trust in the initiators of the campaigns one of key reasons for very unfavorable state in the field of giving in Serbia in general.
By systematic informing of the public on the course and results of the campaign "Battle for the Babies“, B92 Fund had fulfilled this very important requirement of citizens. On one hand, systematic informing about the results of the campaign had earned citizens’ trust that the means had really reached those for what purpose the funds were collected in the first place, and on the other hand, the success of the campaign promoted charity givings as an attainable way of resolving many problems in society, for common good.
The survey was condusted by BCIF/IPSOS Strategic Marketing