If you’re wondering why Whitewater’s Planning department is looking a bit wide-eyed and scratchy-headed at the moment, it might be because we’ve been in something of a research phase recently. We’ve been in places like Manchester, Leeds and Brighton, focus-grouping and talking to donors like mad. They have fascinated us, surprised us, inspired us and, at times, rendered us speechless.

We’re still in the midst of conducting all kinds of research - on behalf of the NSPCC, Brooke, Multiple Sclerosis Society, Christie’s, Mental Health Foundation and Fauna and Flora International. We’ve been testing strategic directions, brand positioning, alternative fundraising propositions and regular giving products. We’ve been understanding attitudes, motivations and prejudices. We’ve identified some significant barriers to giving and some very exciting fundraising opportunities.

Of course, some research topics are more challenging than others. The NSPCC’s legacy project saw me encouraging a roomful of women in their eighties to talk to me about death and money. Nervous? I was trying to remember everything I learned during my First Aid course! I needn’t have worried. One of the ladies was quite deaf, and another a little bit feisty, but they were all absolutely charming. Terry Wogan didn’t come out of the discussion too well though – accepting a fee for Children in Need was ‘scandalous!’ apparently. Poor old Tel.

I’m so pleased our clients are investing in their own primary research, because the depth and quality of insight you get from truly, carefully listening to real people is priceless.

And it’s priceless in more ways than one. As anyone who has ever sat on the darkened, ‘Big Brother’ side of a viewing mirror will know, giggles are practically guaranteed. And the good news is, our new office in Old Street has room for us to equip our own qualitative research facility later this year. So there will be plenty more opportunities for us to delve into the donor psyche – an enlightening but slightly scary place to spend a few hours… even with sandwiches.

Michelle Dennis