• To alleviate guilt
• To achieve something
• To create a sense of belonging
• To stop, start, or eradicate something
• To be seen as good

Source: George Smith, Asking Properly

It is hard to think of any one of the UK’s 196,000 charities, which does not satisfy George Smith’s explanation of the five key drivers, which motivate the public to give. Ingenious are fully committed to the study of why people give, and the values they relate to, in order to fully understand the emotional triggers and core values which shape our views.

Over the last five years, we have worked with leading Universities throughout Europe to research the main drivers of how businesses and charitable causes react with each other and how the public benefit from social marketing investment. This knowledge enables us to better support clients concerned with social marketing issues by:

• Enabling us to better measure, analyse and predict reactions to emotive messages
• Increasing our depth of knowledge of how business and causes interact
• Create a more accurate understanding and prediction of future consumer trends.
• Gain and transfer the knowledge and expertise from companies, social causes, supporting organisations and academics, which have successfully developed best practice in the field of social marketing.