Immediate_Media

Building

relationships

through

contentDan Linsteadhello@immediate.co.uk

@imbc_content

The odd one out round

Surprisingly loyal–––––––––––––––––––––––

We’re all a bit fickle

One-sided

relationships

150

200k+

UK charities

We have a limited

capacity for relationships

Limitless people, brands and

organisations wanting one

Dunbar’s

number

Typical retention rates

40-60%

200k+

UK charities

We have a limited capacity

for relationships

Limitless people, brands and

organisations wanting one

70-80% 90%+

Regular

donors(charities)

Subscribers(media / services

eg BBC History, Spotify)

Members(prof. associations)

Why loyalty makes sense

Cost of

acquisition is

7-10x higher

than retention

Churn in

first 18 months

can wipe out

donations

Existing

donors vastly

more likely

to give

additionally

Members

beget

members

How can content help?

Practical

help and ideas

make donors’

lives easier

Inspiring

storytelling

brings causes

to life

Emotional

triggers forge

stronger links

Affirmation

of choice

boosts sense

of self

Inspires action

leading to

bonding

experiences

keys to content loyalty5

Get to know your

supporters really well

1

Data

insights

Focus on

shared

interests

Events &

reader

panels

User-

generated

content

Fulfil your

election

promise

Getting to know them...

“What’s in it for me?”

Print works for loyalty

2

RSPB magazine programme

Invest in storytelling

3

Explore new channels

4

Gardeners’ World Secret Garden BBC History podcast

Make it actionable

5

How do you measure loyalty?

Reduced

churn

Brand

evangelism /

Net promoter

score

Engagement

eg volunteering,

user-generated

content

Create

your own

dashboard

Other

transactions

eg campaigns,

wills

Shared

interestGreat

contentLoyalty+ =

© 2015 Immediate Media Co.

ThanksImmediate_Media

www.immediate.co.uk

hello@immediate.co.uk

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Conference28 April 2016

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