Objectives need to be based on people’s needs. Understanding these needs and how services can be constructed to meet them is the fundamental starting point for setting objectives. This needs to be based on good ‘market’ research that produces evidence of what service users most want, whether and how much they are willing to pay for it, how it should be promoted, and where and how they would like to receive it. There are the ‘Ps’ of business marketing (product, price, promotion, place) that have been valuably converted into a third-sector context in Charity Marketing: meeting need through customer focus