• by
Joe Barrell

Who Cares? Building Audience-centred Engagement Strategies in the Non-profit Sector.

The cover of the book Who Cares by Joe Barrell

In the midst of rapid social and political upheaval, charities and NGOs are facing new and unfamiliar challenges.

Building strong, resilient relationships with your audience is no longer just good practice – it’s now a matter of survival.

Packed with real-world case studies and informed by interviews with some of the sector’s leading lights, Who Cares? is a practical handbook for building strategies that put audiences first and achieve transformative change. Inside you’ll discover the five pillars of audience-centred strategy design – based on established principles and bolstered by decades of expertise – and learn how to put them into action.

Inner contents spread of Who Cares? book

Whether you’re just starting out or already a seasoned communicator, this book will inform, entertain, and inspire. Get ready to sharpen your thinking and step up your strategy: it’s time to change the way you engage, for good.

Buy on Amazon

Who Cares? is available on Amazon for £36.69, for UK and worldwide customers, with free postage and packing to the UK.

Buy direct

If you would prefer to buy direct from us, you can do at the same price (£36.69 inc. P&P), by clicking the ‘Buy now’ button below. Please note if you buy direct, delivery will take up to seven days.

(UK customers only. For international sales please buy from Amazon).

“I can honestly say this book is brilliant! Simply the best publication on non profit engagement I’ve ever read. Every charity should have a copy”

Julie Dodd, Parkinson’s UK

“A timely and impassioned case for charities and NGOs to reassert their purpose and put people at the centre of everything they do”

Cathy Druce, UNICEF

“A vital guide for anyone working to engage publics and influencers with effective communications”

Michaela O’Brien, University of Westminster

“A call-to-action and a toolkit for anyone ready to act”

Joe Jenkins, The Children’s Society

“This is a must read for anyone trying to engage people in their mission. I’ll be reaching for it every time I need to remind myself of the path we’re on at Prostate Cancer UK”

Tracey Pritchard, Prostate Cancer UK


Research bias – and how to avoid it

Research bias – and how to avoid it

Research bias – and how to avoid it An excerpt from the book, Who Cares? Audience research is a fragile thing. The wording you choose for your questions, the order you ask them in, or even – in the case of a survey – how they’re laid out on the page can have a...

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Why segment audiences?

Why segment audiences?

Why segment audiences? An excerpt from the book, Who Cares?Still talking about 'targeting the general public'? Here's how to make the case for segmenting and selecting. Whatever you might have heard, there is no ‘general public’ – not in any meaningful sense. Whether...

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