nfpSynergy
nfpSynergy (nfpResearch) is a UK-based market research consultancy founded in 2002 that exclusively serves the charity and non-profit sector through syndicated opinion tracking products and bespoke research, used by approximately one in three of the UK's top 100 fundraising charities.
- Company typePrivate
- Founded2002
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What nfpSynergy does
nfpSynergy, trading as nfpResearch since 2022, is a UK-registered market research consultancy (England No. 04387900) founded in 2002 and headquartered at 68-80 Hanbury Street, London E1 5JL. The firm is a pure-play specialist serving the charity and non-profit sector, and reports that approximately one in three of the UK's top 100 fundraising charities are among its clients. Its offering is built around two revenue streams: (1) syndicated subscription tracking products - a portfolio of 15-plus annual monitors covering public opinion (nfpPublic UK, Ireland, Canada, and Minority Ethnic), political and Westminster audiences (nfpPolitics, nfpIntelligence Westminster), supporter and donor behaviour (nfpSupporters, nfpFunders, nfpBrand), and charity-specific audiences (nfpPress, nfpHealthcare) - and (2) bespoke research projects delivered on a professional-services basis.
The firm operates a content-led distribution model: it has published 688 free reports, maintains a "Driver of Ideas" thought-leadership platform anchored by co-founder Joe Saxton, and runs a Social Investment programme and Small Charity Research Award that function as community-building and lead-generation mechanisms. Operations span the UK, Republic of Ireland, and Canada, with no disclosed headcount, no external capital, and no public revenue. Named customers include Macmillan Cancer Support, Scope, Relate, and The Wheel; institutional partners include Third Sector Magazine, ACEVO, Clinks, the Sheila McKechnie Foundation, the John Ellerman Foundation, and the Association of Volunteer Managers.
The business model is a hybrid of recurring subscription revenue (annual trackers sold to fundraising, communications, and policy teams) and project-based bespoke research contracts. Pricing is inquiry-based, not transparently published, and there is no public evidence of AI/ML tooling, proprietary technology platform, or external investment. Strategic positioning is that of a founder-led, profitable niche specialist with deep category authority rather than a scaling technology business.
nfpSynergy firmographics
Firmographics- Name
- nfpSynergy
- Legal name
- nfpSynergy
- Website
- https://nfpsynergy.net
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- nfpSynergy (nfpResearch) is a UK-based market research consultancy founded in 2002 that exclusively serves the charity and non-profit sector through syndicated opinion tracking products and bespoke research, used by approximately one in three of the UK's top 100 fundraising charities.
- Ownership category
- akta.pro rank
Where nfpSynergy is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
nfpSynergy business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Syndicated Research Subscriptions: Subscription-based access to recurring tracking survey products (monitors) such as Charity Awareness Monitor, Irish Charity Engagement Monitor, and nfpPublic Canada. Subscribers receive regular data on brand tracking and stakeholder attitudes.
- Bespoke Research Projects: Custom research engagements tailored to individual charity clients, covering areas such as brand tracking, audience segmentation, proposition testing, stakeholder audits, fundraising, and impact evaluation. These are project-based engagements with dedicated researchers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Syndicated research subscription products (monitors) with tiered pricing based on organisation size |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
nfpSynergy product offering
Product offeringCore offering
nfpSynergy (now nfpResearch) is a research consultancy selling syndicated tracking surveys (monitors) and bespoke research projects to charities and non-profit organisations. Its monitors cover brand tracking, public attitudes, stakeholder perspectives (MPs, journalists, health professionals), and supporter/funder research across the UK, Ireland, and Canada. Bespoke engagements cover qualitative and quantitative research, stakeholder audits, proposition and campaign testing, fundraising research, and impact evaluation.
Product overview
nfpResearch (formerly nfpSynergy) operates a platform-plus-products architecture offering a comprehensive suite of market research products and bespoke services for the charity and non-profit sector. The core product portfolio includes nfpPublic (with UK, regional, and international variants), nfpIntelligence, nfpPolitics, nfpBrand, nfpSupporters, nfpFunders, nfpHealthcare, and nfpPress - each serving different audience segments and stakeholder groups. The company also provides syndicated tracking surveys (Charity Awareness Monitor, Irish Charity Engagement Monitor) and bespoke research services including qualitative/quantitative research, stakeholder audits, and campaign testing. Services are organized into solutions including Audiences and Segmentation, Bespoke Brand Tracking, Brand and Strategy Development, Equalities Research, Funders, Fundraising, Impact Evaluation, MP/Journalist/Healthcare Professional engagement, Proposition and Campaign Testing, Stakeholder Audits, and Supporter and Membership Research.
Differentiator
Problem solved
Functional benefit
Products and services
- nfpPublic UK Annual brand tracking product enabling UK charities to monitor awareness and brand power across UK audiences.
- nfpPublic for Northern Ireland, Wales, and Scotland Regional brand tracking product for Northern Ireland, Wales, and Scotland enabling monitoring of brand awareness by region.
- nfpPublic Ireland Brand tracking product for the Republic of Ireland allowing subscribers to monitor brand awareness among Irish audiences.
- nfpPublic Canada Brand tracking product for Canada enabling charities to monitor and benchmark brand awareness in the Canadian market.
- nfpPublic Minority Ethnic Specialised brand tracking product focusing on minority ethnic audiences and communities in the UK.
- nfpIntelligence Intelligence and analytics product providing deeper audience insights and data analysis for charities.
- nfpPolitics Westminster Political research product tracking MP attitudes, perceptions, and engagement with charities at Westminster level.
- nfpPolitics for Northern Ireland, Wales, and Scotland Regional political research product tracking politician attitudes across Northern Ireland, Wales, and Scotland.
- nfpIntelligence Westminster Intelligence product focused on Westminster parliament providing insights into political stakeholder attitudes and behaviours.
- nfpBrand Brand-focused research product helping charities understand and track their brand positioning and equity.
- nfpSupporters Supporter and membership benchmarking product allowing subscribers to monitor demographics and engagement levels of their supporter base.
- nfpFunders Research product focused on understanding funder attitudes, behaviours, and decision-making processes.
- nfpHealthcare Healthcare-specific research product tracking attitudes and perceptions among healthcare professionals.
- nfpPress Media and press-focused research product tracking journalist attitudes and media engagement with charities.
- Charity Awareness Monitor Long-running syndicated tracking survey monitoring public awareness and attitudes toward charities in the UK.
- Irish Charity Engagement Monitor Tracking product monitoring charity engagement and public attitudes in the Republic of Ireland.
- Bespoke Research Services Custom research services including qualitative and quantitative approaches, stakeholder audits, proposition testing, campaign evaluation, and impact measurement tailored to individual charity clients.
Quantifiable outcome
- The company serves one in three of the top 100 fundraising charities in the UK
- +3 more outcomes
Companies that use nfpSynergy
Customer profileNamed customers4 records
Segments7 records
Ideal customer profiles4 records
nfpSynergy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
nfpSynergy partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- Shelia McKechnie FoundationminorCollaboration on the report 'Politics and the Charity Sector - We don't do politics, we give people a voice', exploring public attitudes toward charity involvement in politics ahead of a UK election.
- ClinksminorExternal report 'Unlocking potential' produced by the Clinks Taskforce examining how offenders and former offenders can contribute to the Criminal Justice System. The report was authored by Harriet Skinner Matsaert.
- Third Sector MagazinecorePartnership with Third Sector magazine for the National Trustee Survey, the first-ever survey of charity trustees in the UK. The survey received nearly 550 responses and preliminary results were published through the magazine's channels, amplifying reach to charity sector leadership.
- Charity Futures Programme (ACEVO)coreCollaboration with the Charity Futures programme, an initiative of ACEVO (Association of Chief Executives of Voluntary Organisations), on the National Trustee Survey. This partnership leveraged ACEVO's network of charity chief executives to drive survey participation and dissemination.
- Association of Volunteer Managers (AVM)minorPartnership in which AVM hired its first employee through collaboration with nfpSynergy. The partnership was intended to boost activity for training and development of volunteer managers and support the professionalisation of the volunteer management role.
- Association of Volunteer Managers (AVM)minorThe New Alchemy volunteering research report was produced in collaboration with volunteer managers across the sector, drawing on a survey of over 500 volunteer managers and in-depth interviews to understand volunteering trends and motivations.
- John Ellerman FoundationminorResearch commissioned by John Ellerman Foundation in Spring 2011 exploring the future of the funding sector through interviews with grantmaking sector leaders. Findings were released as a free report.
- CAF (Charities Aid Foundation)minorReference to CAF data in the 'Give and Let Give' Gift Aid report, citing CAF's estimate that £750m in Gift Aid goes unclaimed every year. CAF data supported the argument for Gift Aid reform.
- Fundraising Standards Board (FRSB)minorCollaborative report 'Signed, Sealed and Delivered' written with the Fundraising Standards Board, examining public perceptions of charity direct mail and how charities can work with these perceptions.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
nfpSynergy competitors and assessment
Company assessmentEmerging players
- New Philanthropy Capital (NPC): UK consultancy producing research and analysis for charities and funders, with a strong focus on impact evaluation and sector benchmarking. Comparable to nfpResearch's research output for the charity sector, particularly on impact and effectiveness topics, but with a more consultancy-led delivery model.
Broad incumbents
- Walnut Unlimited: UK human-centred research consultancy serving consumer, public sector, and charity clients. Comparable to nfpResearch in delivering bespoke qualitative and quantitative insight, though operating as a broader, non-sector-specialist firm.
- YouGov: Global public opinion polling and market research firm with strong UK presence. Comparable to nfpResearch in running syndicated tracking surveys and stakeholder research, but operating at significantly larger scale across many industries rather than specialising in the charity sector.
- DJS Research: UK-based full-service market research agency with experience across charity, public sector, and consumer clients. Comparable to nfpResearch in offering brand tracking and bespoke research for the charity sector, but as a broader incumbent firm.
- Savanta: UK-based full-service market research agency operating across multiple sectors including charities, public sector, and consumer brands. Comparable to nfpResearch in offering brand tracking and bespoke research, but as a much broader incumbent rather than a charity-sector specialist.
Direct peers
- Research for Good: Specialist research consultancy serving charities and non-profit organisations. Directly comparable to nfpResearch in offering bespoke insight work for the charity sector with a similarly focused, niche positioning rather than broad-market research.
- Thinks Insight & Strategy: UK-based research consultancy specialising in social, political, and behaviour-change research. Comparable to nfpResearch in serving charities and non-profits with stakeholder research, brand tracking, and policy-facing insights, particularly via its politics and public-affairs practice.
- Charities Evaluation Services: UK charity providing evaluation, impact, and research services to voluntary sector organisations. Comparable to nfpResearch in offering research, impact evaluation, and stakeholder studies specifically for the charity sector.
- M·E·L Research: UK social and public sector research consultancy delivering both bespoke research and syndicated tracking studies. Comparable to nfpResearch in combining ongoing tracking surveys with custom engagement work for non-profit, charity, and public-sector clients.
- BritainThinks: UK-based insight and strategy consultancy focused on social purpose organisations, charities, and public sector clients. Directly comparable to nfpResearch in offering bespoke qualitative and quantitative research to the UK charity and not-for-profit sector, with overlapping customer base of large national charities and campaigning organisations.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks1 record
Key highlights6 records
Customer concentration
nfpSynergy social profiles
Digital presencenfpSynergy financial estimates
Financial estimateRevenue estimate
Valuation estimate
nfpSynergy leadership team
Management profileNumber of profiles
Profiles3 records
nfpSynergy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
nfpSynergy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about nfpSynergy
What does nfpSynergy do?
nfpSynergy (now nfpResearch) is a research consultancy selling syndicated tracking surveys (monitors) and bespoke research projects to charities and non-profit organisations. Its monitors cover brand tracking, public attitudes, stakeholder perspectives (MPs, journalists, health professionals), and supporter/funder research across the UK, Ireland, and Canada. Bespoke engagements cover qualitative and quantitative research, stakeholder audits, proposition and campaign testing, fundraising research, and impact evaluation.
Is nfpSynergy a public or private company?
nfpSynergy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was nfpSynergy founded?
nfpSynergy was founded in 2002. It employs 11 to 50 people.
Where is nfpSynergy based?
nfpSynergy is headquartered in London, United Kingdom, in the Europe region.
How does nfpSynergy make money?
Two revenue lines are on record. Syndicated Research Subscriptions are the primary driver. The others are bespoke Research Projects.
Who are nfpSynergy's main competitors?
New Philanthropy Capital (NPC) is listed as an emerging player. Broad incumbents are Walnut Unlimited, YouGov, DJS Research and Savanta. Direct peers are Research for Good, Thinks Insight & Strategy, Charities Evaluation Services, M·E·L Research and BritainThinks.
Does nfpSynergy have an API?
No public API is recorded for nfpSynergy.