Date post: | 19-Aug-2015 |
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Government & Nonprofit |
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Tracey Pritchard, Head of Fundraising, Friends of the Earth
Michele Madden, Managing Director, nfpSynergy
What are we going to cover?
• Why• How• What next• Q&A – discussion
Our Vision: A new, positive relationship between people and the environment
Introduction to Audience Strategy Project
Our Expectations
Deliverables
• Increase audience insight
• Improve targeting
• Introduce new ways for people to get involved
Outputs
• Audience strategy
• Segmentation model
• Implementation plan
Principles
• Cross – organisational• It is not the answer to everything• Be pragmatic• Start the thinking from ‘audiences’• And later, create products/offers • It won’t replace more specific comms• Aiming for no more than 7 segments• It is not exhaustive – but it is prioritisation• It will guide us for 3-5 years• Directorate priority is income generation
The Project Phase 0 – Set up
Phase 1 - Scoping
Phase 2 – Market Research
Phase 3 – Decision on high level segments
Phase 4 – Strategy and Implementation
Research consultancy for the not for profit sector
8
Sample
• Fieldwork conducted in May/June 2012
• Questionnaire supporters and local group members through an Online and Postal Survey
• 13% response rate
• Sample narrowed down to 1,532 respondents based on those who answered all golden questions from the segmentation and key demographic questions
• General public research through an online panel, sample of 3,000
9
10
Social grade profile
Please indicate which one of the following best describes the occupation of the chief income earner in your household? Prompted and coded ex-post
Base: 3,000 adults 16+, Britain (excluding Scotland), 1532 Friends of the Earth Supporters Source: Friends of the Earth/nfpSynergy, May -12/Jun-12
FOE supporters
General Public
70%
59%
30%
40%
ABC1 C2DE Mean household income:
General public £31,648FoE supporters £38,961
FOE sup-porters
General Public
70%
59%
30%
40%
7%
11%
32%
23%
14%
6%
4%
8%
Employed full time Employed part time Not in paid work Retired
Self-employed Student Other
11
Working status
Base: 3,000 adults 16+, Britain (excluding Scotland), 1532 Friends of the Earth Supporters Source: Friends of the Earth/nfpSynergy, May -12/Jun-12
What is your working status?
The results
7 Public Segments
Base: 3,000 adults 16+, Britain (excluding Scotland)Source: Friends of the Earth/nfpSynergy May-12
11%
16%
16%
11%11%
16%
20%
1. Passionate engagers
5. Generous Environmentalists
6. Animal lovers
7. Disgruntled deniers
2. Early learners
4. Unreachable apathetics
3. Butterflies
Key SegmentsGeneral Public vs. FOE supporters
Base: 3,000 adults 16+, Britain (excluding Scotland); 1, 532 FOE supporters Source: Friends of the Earth/nfpSynergy May-12
14
1 - Passionate engagers
2 - Early learners
3 - Butterflies 4 - Unreachable apathetics
5 - Generous environmental-
ists
6 - Animal lovers
7 - Disengaged deniers
15%
5%2% 1%
76%
2% 1%
87%16% 14%
11% 11%16%
20%
FOE supporters General Public
Prioritising Public Segments
Charita
ble
en
gagem
en
t
Environmental engagement
low high
high
47
6
2
3
15
7 High Level Segments
Passionate Engagers
Disproportionally Affected
Business
Influencers
Young PeopleGenerous
Environmentalists
Political Decision Makers
Next steps• Integrating into overall Communications Strategy
• Internal communication and induction & central resource library
• Integration into all planning processes
• Recruiting “audience champions” and a “community of best practice”
• Working with nfpSynergy on practical application
• Clarifying success measures for monitoring progress
Audience Sub-communities
Devise how to map/ co-ordinate activity
Internal contact/expert
Manage/develop portfolio of
activity
Develop skills/share learning & response
rates etc
Test/develop supporter journeys
Set KPIs and report against them
Passionate Engagers Engagement Area Quarter 1
(Jun – Aug 13) Quarter 2 (Sep 13 – Nov 13)
Quarter 3 (Dec 13 – Feb 14)
Quarter 4 (Mar 14 – May 14)
Fundraising * activity focuses primarily on this segment
HNWI breakfast and dinners and piggybacking other events. Bee ads/Bee saver kits – multichannel Bee events eg Chelsea B&Q shop f2f Partner-a-campaigner* Street f2f all year Picture the earth * Ecards Green Film Fest Membership review
Video FDEV event tbc
Bee saver kits Kurt Jackson event Bee events Private sites Polar Bear * Hokey Cokey*
Communications
Wilderness* FESTIVALS* Ad words Big picture story
Earthmatters online Prog activities * Knowledge donations Silicon roundabout experts Programmes online
Big Give
BGBR *
Activism
Organisers (across q) (particularly young ones)
Events programme –incl. regional Starting new groups
Campaign hubs
Year 1: Mapping activity to audiences
Plans for the future
Recruitment strategies Supporter journeys Innovation Testing and monitoring Motivate the Laggards Targets
Lessons learned
Top down Cross-organisational Imperfect process It’s your garden
Questions?
Tracey Pritchard, Head of Fundraising, Friends of the Earth
Michele Madden, Managing Director, nfpSynergy
Visit the CharityComms website to view slides from our past
events, see what events we have coming up and to check out what
else we do.
www.charitycomms.org.uk