Australian Ethical Investment, a leader in ethical investing with 36% of the Australian market ($1.3 trillion as of 2022), needed to deepen its understanding of not-for-profit (NFP) investor behaviour to grow brand awareness and engagement.
The challenge was to uncover the principles guiding NFP investment decisions and translate those insights into compelling, values-aligned messaging that would resonate with mid-sized organisations considering ethical portfolios.
We conducted a comprehensive pilot research project, including stakeholder interviews, academic literature review, and data analysis. These insights revealed key motivators and barriers for NFPs when choosing investment partners.
Using this evidence base, we crafted targeted messaging that spoke directly to NFPs’ values and decision-making criteria. The messaging was applied across a strategic communications framework, including a report designed to engage and educate NFP audiences about ethical investment opportunities.
The project resulted in increased brand awareness and stronger engagement with both existing and potential NFP investors. Australian Ethical integrated the research and messaging into a targeted publication, successfully positioning ethical investment as a values-driven choice for mid-sized NFPs.
The messaging helped bridge the gap between financial strategy and organisational purpose, prompting meaningful conversations and consideration of ethical portfolios.