Segmentation in practice. Audience strategy conference, 26 May 2016

Stroke Helpline 0303 3033 100

stroke.org.uk

The journey – segmenting our consumer audiences

Ciara Smyth

Director Insight, Strategy and Planning

May 2016

CharityComms Conference


stroke.org.uk

Presentation will cover

• Overview of our journey to date

• Share our segmentation

• How we’re using the segmentation

• Reflections on learnings


stroke.org.uk

Background - Stroke

• 2nd biggest killer globally

• 4th biggest killer in the UK

• 1 in 4 strokes happen to

people under the age of 65

• Main cause of complex

disability in adults in UK


stroke.org.uk

Background – Stroke Association

• Over last 15 years doubled in

income & trebled number of people

we support

• Campaigning success led to

National Stroke Strategy 2007

• Research we funded led to

development of FAST campaign

• Royal Mail Charity of the Year

• Times Christmas Charity of the Year

• Gala Dinner at Buckingham Palace

with Duran Duran

• Awareness increasing slowly


stroke.org.uk

Background

• Little insight other than tracking

• Gaps in data eg historic data,

JustGiving

• Functional focus – silo working,

data silos etc

• Transactional focus to

segmentation

• Lack of consensus on standard

universal information to capture

• Little focus on understanding

audience motivation and attitudes

• No deep understanding of

customer lifetime value


stroke.org.uk

Incentive to evolve approach

• Increase in people affected

by stroke needing our

support

• NHS restructure

• Changes to commissioning

of services

• Threats to fundraising

income and practice

• Requirement to grow

supporter numbers and net

income


stroke.org.uk

Where did we want to be?

• Clarity on end destination for

insight/segmentation

• Development of a portfolio of products

• Join up segment offer and channel

• Improve stewardship

• Improve ROI and net income

• Provide shared focus for

communications/ marketing and

fundraising teams

Insight

Product/message

Channel

Target Segment


stroke.org.uk

Prioritising the steps to solution

1. Who’s supporting us?

2. Why are they supporting us?

3. How do they support us?

4. How can we attract more of the right supporters and retain

them?

• Best channel to reach them

• Right range of products for priority segments

• Right recognition and reward strategy


stroke.org.uk

Profiling

• We profiled using Mosaic

• Households and individuals categorized into one of 15

main groups, and one of 67 distinctive ‘types’

• Households and postcodes categorised according to;

• Income

• Assets

• Level of urbanisation

• Age

• Life attitudes

• This information is collected via electoral roll, Council Tax

property valuations, house price sales, lifestyle surveys,

census data etc


stroke.org.uk

Suburban mindsets 11.3%

Small town diversity 8.9%

Ex council community 8.5%

Professional rewards 8.2%

Industrial heritage 7.6%

Liberal Opinions 8.5%

Terraced Melting pot 7.3%

Active Retirement 4.5%

Upper Floor Living 5.1%

Careers and kids 5.7%

New Homemakers 6.0%

Claimant culture 5.5%

Elderly needs 5.2%

Rural Solitude 4.2%

Alpha Territory 3.6%

The UK is made up of a proportion of each of the 15 groups


stroke.org.uk

Findings: our support often comes from many of the wealthiest groups

Thousands of the wealthiest exist as ‘cash givers’ and regional fundraisers; probably not having been developed to their full potential

Distinctive Success

Squires among locals

Business Class

Serious Money

Parish Guardians


stroke.org.uk

Example: one fifth of our events participants belong to ‘liberal opinions’

4,371

933

784

86

734

185

623

1,301

1,556

3,059

276

999

607

2,255

2,460

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000

O Liberal Opinions

N Terraced Melting Pot

M Industrial Heritage

L Elderly Needs

K Upper Floor Living

J Claimant Culture

I Ex-Council Community

H New Homemakers

G Careers and Kids

F Suburban Mindsets

E Active Retirement

D Small Town Diversity

C Rural Solitude

B Professional Rewards

A Alpha Territory

Events participants

Base = 20229

Many of these are likely to

have taken part in the

Thames Bridges Bike Ride,

or London Marathon


stroke.org.uk

Example: community fundraising contains large numbers from younger backgrounds

1,440

711

1,664

675

300

474

1,099

877

1,395

2,999

1,166

2,328

923

3,204

1,464

0 500 1,000 1,500 2,000 2,500 3,000 3,500

O Liberal Opinions

N Terraced Melting Pot

M Industrial Heritage

L Elderly Needs

K Upper Floor Living

J Claimant Culture

I Ex-Council Community

H New Homemakers

G Careers and Kids

F Suburban Mindsets

E Active Retirement

D Small Town Diversity

C Rural Solitude

B Professional Rewards

A Alpha Territory

Regional Fundraising

Base = 20719

Over one fifth come from the

‘Careers and kids’ or

‘Suburban mindsets’ group


stroke.org.uk

Transactional analysis• Our supporters behave differently depending on their age.

Source: Supporter motivations research, 2014


stroke.org.uk

Next step - why• Survey of supporters

• All supporter groups

• Recency of transaction

• Source of initial contact with the Stroke Association

• Worked to test hypothesis that stroke was the key factor behind

support

• We asked about attitudes to stroke, charity, NHS, political views,

connection to stroke and views of the Stroke Association

• At the same time analysed transactional data

• Looked at behaviours – cross-marketing etc

• Reviewed existing insight related to supporters in general using

CAM etc

• Reviewed existing tracking studies related to the Stroke Association


stroke.org.uk

• 73% of our supporters are over 45.

• Majority likely to be empty nesters, married, use the internet

and be concerned about infirmity and health.

• Prompted awareness of the Stroke Association is higher

amongst mature audiences with a slant towards women and

higher socio-economic groups.

• Propensity to donate is also higher among these same groups

• Yet, we also know supporter loyalty is less pronounced

amongst older age groups, and affection for the Stroke

Association appears to get lower after the age of 55.

• 1% spontaneous awareness not shifting

• Transactional analysis showed little evidence of cross

marketing or engagement with multiple products

Synthesis of profiling, survey etc


stroke.org.uk


• Supporters had a good understanding of stroke

but were less familiar with how to prevent a stroke

• 89% of supporters knew someone who had had a

stroke

• 74% of supporters said they supported us

because they or someone close to them had had

a stroke

• Lack of detailed understanding of the impact of

stroke

• The majority of survivors and carers in our sample

had received a service from the Stroke

Association

• 13% said they supported us because they

received help from us


stroke.org.uk


• The younger our supporters

are the more likely they are

to say they support us

because a member of their

family had a stroke

• 13% said they supported us

because they received help

from us – this rose to 25%

amongst stroke survivors

• 35% of campaigners and

32% of volunteers said they

supported us because they

had had a stroke


stroke.org.uk

Favourite charity? • The largest proportion

of respondents said;

• “We’re ‘a good charity’

or ‘You’re one of many

I’m involved with”

• The 7% who said

“favourite”…

• Were more likely to

belong to younger

groups, and do things

on our behalf such as;

volunteering, or

reactive and events

fundraising


stroke.org.uk

How distinctive are we compared to other health charities?

0

5

10

15

20

25

30

35

40

45

ProstateCancerUK

Parkinson'sUK

DiabetesUK CLICSargent MSSociety Na onalAu s cSociety

Arthri sResearchUK

MotorNeuronDisease

Assoocia on

AsthmaUK StrokeAssociaton

Even compared to charities of a similar size

and awareness we are not seen as distinctive.

Source CBI: 2015


stroke.org.uk

Summary of findings• Support comes a wide range of socio economic groups – no one

group dominates.

• We tend to be one of a number of charities donors support

• Connection to stroke is key to support

• Insufficient insight into attitudes meant we weren’t confident in using

an attitudinal segmentation

• Supporters tend to be wealthier

• Stroke Survivors tend to be less well-off but motivated to support

• Data challenges mean we weren’t able to look at segmenting based

on lifetime value

• Minimal evidence of supporters engaging with multiple products –

makes transactional segmentation difficult

• Different groups appear to be motivated by different aspects of our

work

• Need to address our stand-out and relevance


stroke.org.uk

Next steps


stroke.org.uk

Market segmentation• Decided to focus on a market segmentation.

• We synthesised insight from various sources including

• Profiling

• CAM reports

• Supporter Survey

• Other reports

• Awareness tracking etc

• We discovered that age and connection to stroke were critical

and that life-stage often determines attitudes to the voluntary

sector – including the Stroke Association

• The groups were assigned labels to give an indication of their

age, their likely connection/attitude to stroke and a key life

stage driver that appears to influence how they engage with the

world around them.


stroke.org.uk

Based on analysis we’ve grouped our consumer audience into age-based segmentsYounger Older

Stroke-aware, mid-life,

pressured35-54

Stroke-cause followers,

youthful idealists18-34

Stroke-connected,

empty-nesters55-74

Age 35 Age 55

Stroke-experienced,

decreasing circles75+

Age 75


stroke.org.uk

Example: Stroke-cause followers,

youthful idealists. Who are they?

Key age groups: 18-34

What they do with us;

Take part in events/ sponsor others

Volunteer

Access information online

Follow us on Social media

Key motivations to get involved;

Gran died of a stroke

Work experience/gain skills

Want to raise awareness

Event in area/ fitness

Support a mate

Numbers in UK within age group:

14.6m

(Estimated no’s with connection to

stroke = 5.5m) (NfP)

More likely to say:“Stroke Association

is a favourite/ one of my favourite

charities”


stroke.org.uk

Stroke-cause followers, youthful idealists. How to reach.

Most IT literate segment.

• Likely to use social media on

computer and smartphone, prolific

users of apps on smartphone

• Publications they read:

Attitudes, awareness and support for

Charities…

• Donate lowest amounts

• Support just one or two charities

• Annoyed if don’t hear back after

donating

• Low understanding of charity activities

• Lowest prompted awareness of the

Stroke Association

• Pay less attention to bad publicity

about charities

On our database as…

VolunteersSocial media

followers

Runners


stroke.org.uk

Stroke-cause followers, youthful

idealists. What they do with us• Likely to;

• Raise money in local community

(schools/ quiz nights/ collection

boxes)

• Make a donation in memory

(Often co-ordinated by older

family member)

• Take part in events/ sponsor

others

• Follow us on Social media

• Volunteer

• Less likely to:

• Give committed gift, organise and

run events, play raffles, buy

goods online

Key features:

• Young couples and single

professionals, no kids

• Urban, not rural areas

• Renting accommodation with others

• Internet and telephone shopping and

banking

• Early years of a career

Hobbies and interests:

• Working out in gym

• Classes: aerobics/ yoga

• Cycling and running

• Often attend: gigs/ concerts/

museums


stroke.org.uk

Qualitative research into attitudes

• Next step - qualitative consumer research into attitudes

to stroke

• We ensured the sample had representation across all of

our groups

• Purpose was to deepen understanding of our groups

attitudes to stroke and to influence messaging


stroke.org.uk

Key findings• Genuine surprise at scale of stroke

• People underestimate their chances of having a stroke

• Low understanding of stroke even amongst connected

groups

• Low understanding of what causes a stroke – stress?

• Some of our messages may be technically accurate but

don’t help genuine understanding eg 152,000 strokes

each year

• People have little idea how to prevent stroke and even

wonder if it is preventable

• Understanding the impact of stroke is quite superficial with

many people assuming the impact is primarily around

mobility or motor function


stroke.org.uk

Key findings• Support driven by personal connection

• Age plays a role in how people think and what they’re

interested in eg Alzheimers, dependency etc

• People overestimate the treatment and support that will be

available to them

• The scale of concern about cancer puts it in another league –

there is a sense that cancer is everywhere and affects

everyone

• Recovery is seen as more common than it is with a binary view

– you die or you recover

• The FAST campaign has significant levels of recall, but it does

not communicate the scale, likelihood or devastation of stroke

• Some effects have greater resonance with different age groups

eg dependency, communication difficulties


stroke.org.uk

How is the segmentation being used?

• Marketing and Communications strategy focusing on

priority audiences and channels

• Shared framework across fundraising and external affairs

to integrate and focus on key audiences eg

Communications Planner

• Messaging based on audience insight

• Celebrity strategy based on engaging high profile people

who resonate with target audience

• Products being developed for specific segments eg Bring

me Sunshine

• Using touchpoints to capture age and connection to stroke


stroke.org.uk

Stroke connected, empty nesters


stroke.org.uk

Step out for stroke


stroke.org.uk

High-profile supporters


stroke.org.uk

Learnings

• Shared consensus on the problem

• Before you have the measures you need to sell the

idea

• Start anywhere – you have to break deadlock

• Know your final destination

For more information

Helpline: 0303 3033 100

Website: stroke.org.uk

Visit the CharityComms website

to view slides from past events,

see what events we have

coming up and to check out

what else we do:

www.charitycomms.org.uk

Audience strategy:understanding and connecting

with stakeholders

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Segmentation in practice. Audience strategy conference, 26 May 2016

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