Joe Korner, director of external affairs, Stroke Association 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. http://www.charitycomms.org.uk

2. Stroke Helpline 0303 3033 100
stroke.org.uk
Reaching patients in the
new health market
Joe Korner
Director of External Affairs, Stroke Association

3. Stroke Helpline 0303 3033 100
stroke.org.uk
Our Vision:
We want a world where there are fewer strokes and
everyone touched by stroke gets the support they need

4. Stroke Helpline 0303 3033 100
stroke.org.uk
• Fund research into prevention, treatment and better
methods of rehabilitation
• Help stroke survivors and their families directly through its
Life After Stroke Services
• Campaign, educate and inform to increase knowledge of
stroke at all levels of society and improve stroke provision
• Act as a voice for everyone affected by stroke

5. Stroke Helpline 0303 3033 100
stroke.org.uk
Stroke
• Stroke is a vascular disease – it is caused by problems in the
blood supply to the brain.
• Most commonly a blood vessel in the brain gets blocked.
• In some cases a blood vessel breaks causing a haemorrhage.
• But the result is the same – brain cells are starved of oxygen
and they die.
• Where this happens in the brain and for how long determines
the outcome of the stroke – how severe it is and what impact it
has on the individual.

6. Stroke Helpline 0303 3033 100
stroke.org.uk
Stroke
In the UK someone has a stroke every 3 and a half minutes.
Despite dramatic improvements in acute stroke care over the
last decade, one in five people who have a stroke will die
within thirty days.
Stroke is the UK’s third biggest killer.
More women die of stroke than of breast cancer.
More men die of stroke than of prostrate cancer

7. Stroke Helpline 0303 3033 100
stroke.org.uk
Stroke
Every year around 100,000 people survive their stroke.
About half of them will make a good recovery
But around 50,000 people will be disabled, sometimes
profoundly and in need of support
In fact, stroke is the biggest cause of complex adult disability.
People may have communication problems, impaired mobility,
loss of cognition, visual impairment, chronic pain,
incontinence, fatigue…

8. Stroke Helpline 0303 3033 100
stroke.org.uk
So who are our audiences?
• We are here for everyone touched by stroke, so our obvious prime
audience is stroke survivors
• And of course, we need to be in touch with their loved ones and
carers
• Other key audiences for us include specialist stroke health
professionals, generalist health professionals, social care
professionals and stroke researchers
• Then there are the key decision makers – the people who
commission our services in the NHS and Social Care; the people
who are shaping the health and social care landscape, nationally,
regionally and locally
• And, as a charity, we also need to target donors and potential
donors
• I am going to focus on stroke survivors and potential donors…

9. Stroke Helpline 0303 3033 100
stroke.org.uk
Stroke survivors: who are they?
•Is there a typical stroke survivor?

10. Stroke Helpline 0303 3033 100
stroke.org.uk

11. Stroke Helpline 0303 3033 100
stroke.org.uk
Stroke survivors: who are
they?
• Around 30% of people who have a stroke are under 65
• About 500 children have a stroke every year
• People from the most economically deprived areas of the UK are
twice as likely to have a stroke than those from the least deprived
areas
• People of African Caribbean origin are twice as likely to have a
stroke and at a younger age compared to the whole UK population
• South Asian people have strokes at a significantly younger age
compared to the whole UK population

12. Stroke Helpline 0303 3033 100
stroke.org.uk
How do we reach stroke
survivors?
• There are about 1.2 million Stroke survivors in the UK.
• Through our contracted services we are in touch with about
half of all stroke survivors each year – approximately 50,000
people. They are referred to us by the NHS and Social Care.
• A further 20,000 people contact our Helpline each year, most
of whom are stroke survivors or their loved ones.
• We also distribute literally millions of information factsheets a
year.
So, in terms of providing support, we seem to be doing quite
well.

13. Stroke Helpline 0303 3033 100
stroke.org.uk
BUT:
• Our support is patchy. It depends on where you live – where we
have funding from the NHS or Social Care to provide services.
• What about the 50,000 stroke survivors a year who don’t get a
direct service from us?
• And what about the 1.2 million stroke survivors who may have had a
service from us in the past, or may not?
• What are their needs?
• Therefore a challenge for us is to work out how to reach the stroke
survivors we are not already in touch with.
How do we reach stroke
survivors?

14. Stroke Helpline 0303 3033 100
stroke.org.uk
Stroke survivors we are not in touch with are more likely to:
Not be in one of our services – and therefore may not have
heard of us;
Be younger;
Have made a more complete recovery;
Be from a “hard to reach” group.
In which case we need to reach them in a similar way to the
way we try to reach out to potential donors
How do we reach stroke
survivors?

15. Stroke Helpline 0303 3033 100
stroke.org.uk
Comparing relevance of
cause
0
10
20
30
40
50
60
70
80
The charity's cause is
relevant to me
The charity's cause is
irrelevant to me
I care about this
charity's cause
(agree)
This charity is
completely
trustworthy
I have a positive or
very positive
impression of this
charity
I have no particular
impression of this
charity
Stroke Association
Cancer Research UK
BHF

16. Stroke Helpline 0303 3033 100
stroke.org.uk
Salience
0
10
20
30
40
50
60
70
I know a lot about this charity This charity stands out
completely
Strongly agree that this charity is
well known
I have had a conversation about
this charity in the last 6 months
Stroke Association
Cancer Research UK
BHF

17. Stroke Helpline 0303 3033 100
stroke.org.uk
Overall CBI scores
0
10
20
30
40
50
60
70
80
90
100
Consideration Familiarity Distinctiveness Relevance Trust Impression Awareness
Stroke Association
Cancer Research UK
BHF

18. Stroke Helpline 0303 3033 100
stroke.org.uk
The campaign most likely to attract
attention is leaflets showing what the
charity actually does
Q: And lastly, what one type of fundraising campaign is most likely to attract your
attention and encourage you to donate?
Total 16-24 25-34 35-44 45-54 55+
Leaflets showing what the charity does 19% 12% 16% 15% 11% 27%
Television event 15% 17% 18% 16% 16% 11%
Sponsored sports activities/challenges 15% 16% 25% 14% 15% 10%
Television advert 14% 10% 13% 15% 22% 11%
In-street collections 13% 12% 8% 9% 9% 19%
Press advert - i.e. newspaper or magazine 3% 1% 5% 2% 1% 4%
Plea from local or national figure/celebrity 3% 5% 3% 4% 5% 1%
Outdoor advert 3% 10% 1% 5% 5% 0
Online advert 3% 7% 3% 3% 1% 2%
Radio advert 2% 4% 2% 2% 1% 1%
Other advert 2% 3% 2% 3% 1% 1%
Other 10% 3% 3% 11% 15% 12%

19. Stroke Helpline 0303 3033 100
stroke.org.uk
47%
49%
43%
44%
-9%
-8%
-5%
-5%
11%
14%
28%
28%
-3%
-3%
-1%
-1%
-100% -80% -60% -40% -20% 0% 20% 40% 60% 80% 100%
Charities should play a role in
meeting the needs of people
with long term health
conditions where the
Government fails to do so
I am happy for the
Government to pay charities
to provide services for people
with long term health
conditions
The responsibility to meet the
needs of people with long
term health conditions lies
mainly with the Government
Charities should not be
replacing the Government in
the provision of key services
for people with long term
health conditions
Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
The public strongly believe that charities are not an equal
substitute for government provision of services for people with long
term health conditions
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, July 12, nfpSynergy
Thinking about the current government spending cuts, to what extent do you agree with the following statements about the
Government's responsibility to meet the needs of people with long term health conditions?
19

20. Stroke Helpline 0303 3033 100
stroke.org.uk
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
+ Well-known
- Niche
+ Long-established
- New organisation
20

21. Stroke Helpline 0303 3033 100
stroke.org.uk
Reasons for trusting a charity
‘What makes you likely to trust a particular charity? Please select up to 5 options.’
12%
21%
23%
28%
37%
47%
52%
5%
7%
2%
3%
6%
9%
27%
32%
37%
47%
44%
7%
5%
7%
34%
29%
8%
41%
45%
52%
30%
8%
5%
3%
33%
29%
6%
4%
8%
3%
0% 20% 40% 60% 80% 100%
Nothing would make me likely to trust a charity
Not sure
Any other answers
The charity is supported by a celebrity
The charity has a partnership with a well-known company
The charity advertises on television
The charity receives funding from the Government
I have heard of the name of the charity
The charity is based in my local area
The charity was established a long time ago
I have had contact with the charity personally
A friend or family member has had contact with the charity
I know the charity follows high standards in their fundraising
May-12
Mar-12
Jul-11
`
21
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, May 12, nfpSynergy 21

22. Stroke Helpline 0303 3033 100
stroke.org.uk
3%
2%
3%
5%
9%
6%
9%
11%
10%
19%
16%
21%
17%
17%
21%
13%
8%
10%
7%
1%
2%
3%
1%
9%
8%
6%
1%
45%
46%
47%
54%
64%
59%
8%
7%
3%
4%
4%
4%
1%
1%
2%
1%
1%
3%
3%
1%
Medical research to
prevent stroke
Supporting people to
recover from a stroke
Medical research to
improve treatment after a
stroke
Educating the public on
how to reduce their risk of
having a stroke
Making stroke more of a
priority for the
Government and the NHS
Information and advice for
people affected by a stroke
None £1 and under £1-£2 £2-£3 £3-£4 £4-£5 £5-£6 £6-£7 £7-£8 £8-£9 £9-£10 No answer
Public’s preferences for areas of work where their
donations should be spent
“Imagine you have £10 to donate to a charity working to support people affected by stroke. How would you like to see your donation
split between the following areas of work?”
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, Sep 12, nfpSynergy

23. Stroke Helpline 0303 3033 100
stroke.org.uk
• We have a good reach to around half of stroke survivors.
• They are often older, poorer and more disabled than the
overall stroke survivor population.
• We know that everyone touched by stroke (therefore including
the people around the stroke survivors – loved ones, families,
friends) are more likely to have heard of us, to have empathy
with our cause and to trust us.
• These people are more likely to be baby boomers – people
aged 50 to 70.
So, where are we?

24. Stroke Helpline 0303 3033 100
stroke.org.uk
• Without any above the line budget, we have, therefore:
• Focussed on building the stroke community to reach everyone
touched by stroke
• Targeted our communications at baby boomers with an
empathy for stroke to drive up awareness
• Maximised our messaging around recovery from stroke and
on prevention and emphasised the support we can offer and
the support people can give us in return
So, where are we?

25. Stroke Helpline 0303 3033 100
stroke.org.uk

26. Stroke Helpline 0303 3033 100
stroke.org.uk

27. Stroke Helpline 0303 3033 100
stroke.org.uk

28. Stroke Helpline 0303 3033 100
stroke.org.uk
• We have built our campaign supporters network from 500 to
6,500 people in the last two years
• We have increased our social media presence - adding
40,000 Twitter followers in since 2012
• We have consistently increased media coverage and risen up
the charity brand index
• And we have seen awareness climb too – we now are at the
dizzy heights of 3% spontaneous awareness!
• Perhaps most importantly, our strategy is driven by data and
insight into our service users, our supporters – our customers
are at the heart of everything we do.
So, where are we?

30. 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