Case Study
Research : ICRF & CRC Merger

In 2001, Imperial Cancer Research Fund and Cancer Research Campaign were exploring the option of a merger. To find out how their respective supporters felt about this, Pell & Bales carried out a quantitative research study on a selection of supporters of both charities.

The research was used to evaluate supporters’ attitudes to the merger by identifying their key drivers of approval and disapproval, and by gauging the impact of a merger on their likelihood to support the new charity in the future.

In general there was widespread support for the merger amongst all the supporter groups, and where uncertainty arose, this was due to a perceived lack of information.

Anthony Newman, Head of Donor Marketing, Cancer Research UK:

“Both ICRF and CRC recognised the importance of telephone communication with their supporters to build relationships and maximise income for the newly merged organisation. Since the merger, Cancer Research UK has undertaken a three-year strategic partnership with Pell & Bales because the agency’s particular expertise provided an opportunity unique within the outbound call centre market”

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