Can you measure reputation? Keeping your reputation spotless conference, 21 May 2014.

Can you measure reputation?
Michele Madden
May 2014

28%
56%
0%
20%
40%
60%
80%
100%
Nov 03
(Paper*)
Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11 Jul-11 May-12 May-13 Apr-14
FRSB/ The Fundraising Standards Board (FRSB) Charities
Dip in trust for charities
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column,
how much trust you have in each of the bodies” A great deal or quite a lot
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, April 14, nfpSynergy 3

Least trusted
Most trusted
4
Source: Charity Awareness Monitor, April 14, nfpSynergy

35%
46%
55%
Large charities Medium sized charities Small charities
‘From the following statements, please indicate whether you think each applies to any of the following organisations’
They are generally trustworthy organisations
Smaller charities have a trust advantage
5

13%
9% 9%
52%
24%
5%
26%
20%
12%
17%
41%
11%
71%
62%
39%
8%
13%
43%
They are usually run
by volunteers
They usually focus
their work in one
region/area
They are usually a bit
amateurish in their
approach
Their chief executive
is usually paid
around £100,000 a
year
is usually paid
around £50,000 a
year
is usually a volunteer
Higher salaries are expected of large
charities’ CEOs
6

Larger charities are seen as wasteful
39%
30%
37%
32%
51%
40%
33%
25%
45%
25%
34% 32%
22%
60%
14%
They often duplicate each
other's activities
They should merge to cut
costs and avoid overlap
They should be able to
deliver public services
They are good at
understanding the needs
of the people they exist
to help
They are often wasteful
in how they spend money
Source: Charity Awareness Monitor, April 2014, nfpSynergy 7

Only a third of the public feels their needs are
taken seriously by charities they support
‘Thinking about the charities you regularly support, please indicate to what extent you agree with each of the following
statements’ Slightly Agree + Strongly Agree
8
Base: Those who support charities among 1000 adults 16+, Britain
Source: Charity Awareness Monitor, July 13, nfpSynergy
15%
34%
35%
48%
58%
I have on occasion wanted to
complain to a charity about
how I am treated as a
supporter
I feel that charities take my
wishes and needs as a
supporter seriously
I feel I get too many appeals
or newsletters from the
charities I support
From what I see charities
strive to achieve the highest
professional standards at all
times
I would recommend the
charities I support to other
people

Top 20 ideal charity attributes
19%
21%
23%
23%
24%
26%
27%
28%
29%
35%
38%
38%
38%
40%
41%
46%
48%
51%
64%
67%
Fair
Sympathetic
Positive
Informative
Focused
Campaigning
Inspiring
Reputable
Professional
Passionate
Helpful
Effective / Cost-effective
Approachable
Supportive
Accountable
Friendly / Welcoming
Determined / Dedicated
Honest
Trustworthy
Caring / Compassionate
Nov-13
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please
choose up to 10 words that you think describe your IDEAL charity…”
Base: 3,000 adults 18+, Britain
Source: Brand Attributes, Nov 13, nfpSynergy 9

Next ideal charity attributes
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please
choose up to 10 words that you think describe your IDEAL charity…”
1%
1%
1%
2%
3%
4%
4%
5%
5%
6%
6%
7%
8%
9%
10%
10%
10%
11%
13%
14%
17%
17%
Boring
Greedy / Rich
Exclusive
Conservative
Cautious
Authoritative
Traditional
Outspoken
Modern
Bold / Direct
Inclusive
Dynamic
Heroic
Challenging
Innovative
Visionary
Independent
Ambitious
Responsive
Empowering
Established
Practical
Generous
Nov-13
Base: 3,000 adults 18+, Britain
Source: Brand Attributes, Nov 13, nfpSynergy 10

Comparison of ratings
Ideal charity
38%
38%
40%
41%
46%
48%
51%
64%
67%
38%
Helpful
Approachable
Supportive
Accountable
Honest
Trustworthy
Ideal Charity
“Please choose up to 10 words in each column that you think best describes…”
Source: Brand Attributes, nfpSynergy
Base: All those aware of charity x (970) among 3,000 adults 18+, Britain, Nov 2013 11

Ideal charity, average charity score
38%
38%
40%
41%
46%
48%
51%
64%
67%
38%
Helpful
Approachable
Supportive
Accountable
Honest
Trustworthy
Ideal Charity
Average
Base: 3,000 adults 18+, Britain, Nov 2013 12

Ideal charity, ideal in environment & conservation
38%
38%
40%
41%
46%
48%
51%
64%
67%
38%
Helpful
Approachable
Supportive
Accountable
Honest
Trustworthy
Caring / Compassionate Ideal Charity
Environment and
Conservation

Ideal charity, ideal in environment & conservation, ideal in child
welfare
38%
38%
40%
41%
46%
48%
51%
64%
67%
38%
Approachable
Helpful
Supportive
Accountable
Honest
Trustworthy
Ideal Charity
Environment and
Conservation
Child Welfare
Base: Multiple bases among 3,000 adults 18+, Britain, Nov 2013 14

Ideal charity, ideal in environment & conservation, average charity
score
38%
38%
40%
41%
46%
48%
51%
64%
67%
38%
Helpful
Approachable
Supportive
Accountable
Honest
Trustworthy
Ideal Charity
Environment and
Conservation
Average

Comparison in Environment & Conservation
Charity x ratings against the Top 10 “ideal charity” adjectives for
Environment & Conservation
24%
25%
27%
30%
30%
32%
34%
41%
42%
25%
Helpful
Campaigning
Approachable
Honest
Trustworthy
Accountable
Environment and
Conservation
Charity x
Base: All those aware of Charity x (970) among 3,000 adults 18+, Britain, Nov 2013
“Please choose up to 10 words in each column that you think best describes”
16

Ideal charity, ideal in environment & conservation, average charity
score and charity x score
38%
38%
40%
41%
46%
48%
51%
64%
67%
38%
Helpful
Approachable
Supportive
Accountable
Honest
Trustworthy
Ideal Charity
Environment and
Conservation
Charity x
Average

Charity y Top 20 attributes
By Current/Potential Support
Conservative
Positive
Sympathetic
Inspiring
Practical
Approachable
Passionate
Helpful
Professional
Campaigning
Honest
Heroic
Trustworthy
Reputable
Supportive
Established
Traditional
Potential Support
Current Support
“Please choose up to 10 words that you think describe Charity y/ From the list below please tick those charities you would
consider yourself to be a supporter of (irrespective of whether you have given them money or time recently)?”
Base: All those aware of Charity Y (1,034) and answering among 3,000 adults 18+, Britain, Nov 2013 18

Key drivers of trust for charities
TrustExternal
events
Type of cause
Personal
contact with
the
organisation
Length of
establishment
Breadth of
public
awareness
- Negative media
stories
+ Health, cancer
- International
+ Contacted the charity or know
someone who has
- Had negative experience
+ Well-known
- Niche
+ Long-established
- New organisation
19

Reputation measures will vary
• Your organisation
• Your audiences
• Your aims and objectives
• Your performance
20

How to measure?
• Who are your key audiences?
• What is your relationship with them?
• How do you find out what they think?
21

How and when
• Frequency - listen as often as possible
o Continuous feedback - identify the five key questions you would like everyone to
answer
• Use cheap measures – google analytics can tell you a lot, properly
monitor complaints (topics, numbers, strength), talk to people
• Monitor the spaces that your key audiences operate in (eg social
media, local group network or staff meeting)
• Keep it simple - the best and worst people would say about you
• Stakeholder audits – if you can, take the temperature of all your key
audiences
22

What to bear in mind
• Before
o Make a plan and be active in your monitoring – don’t wait for a crisis
o All monitoring/measurement should be proportionate
o There are ways of doing it whatever your budget
o Make use of all research/channels
o Be aware of any barriers that may be specific to your audiences
• During
o Don’t dismiss anything you hear until you’ve investigated
o Be aware of your prejudices and pre-formed ideas
o Ensure you are listening to the most important not just the loudest
• After
o Have regular review milestones
o Act on the findings where appropriate (and quickly)
o Show/tell people that you’ve heard them
23

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London E1 7NH
020 7426 8888
insight@nfpsynergy.net
www.twitter.com/nfpsynergy
www.linkedin.com/company/nfpsynergy
www.nfpsynergy.net
Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH. Registered in England No. 04387900. VAT Registration 839 8186 72

Can you measure reputation? Keeping your reputation spotless conference, 21 May 2014.

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Can you measure reputation? Keeping your reputation spotless conference, 21 May 2014.