A strategic approach to engagement. Engagement conference, 22 October 2015
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Joe Barrell, executive director, The Eden Stanley Group 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
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A strategic approach to engagement. Engagement conference, 22 October 2015
- 1. WWW.EDENSTANLEY.CO.UK STRATEGIC ENGAGEMENT Presentation from Joe Barrell of Eden Stanley 22 October 2015
- 2. 2
- 4. WHY SEGMENT? GROUP DISCUSSIONS A REALLY SIMPLE SEGMENTATION 4
- 5. WHY SEGMENT? GROUP DISCUSSIONS A REALLY SIMPLE SEGMENTATION 5
- 6. 1. BECAUSE YOU ALREADY DO 6
- 7. 1. BECAUSE YOU ALREADY DO 7 Current supporters Prospects Campaigners Donors Regular givers Cash givers Dorothy donor Journalists General public Members Web users Guardian readers Politicians Opinion formers Celebrities Local groups Professionals Volunteers Youth Schools Ethical people Social media followers Minority groups Partners
- 8. 2. BECAUSE THINGS CHANGE… 8
- 9. 2. BECAUSE THINGS CHANGE… 9 Climate change Support for aid Benefits Street Human rights Disability Breast cancer Prostate cancer Alzheimer's Mental health Gender Pressure fundraising Lobbying Act CEO salaries Payment by resultsAusterity! Social care Ice buckets and moustaches Equity
- 10. 3… AND THE CHANGE IS IN PEOPLE 10
- 11. © Eden Stanley all rights reserved11 People are the means by which Charities achieve their goals
- 12. © Eden Stanley all rights reserved12 Charities are the means by which People achieve their goals
- 13. © Eden Stanley all rights reserved13 Dorothy Donor aged 22
- 14. 14 Dorothy Donor aged 22
- 15. © Eden Stanley all rights reserved15 Dorothy Donor aged 22
- 16. 4. IT’S HARD TO CHANGE PEOPLE’S MINDS 16
- 17. © Eden Stanley all rights reserved17 Well of course it says that. It’s the Guardian
- 18. SO FIND A GROUP SUPPORTIVE OF YOUR CAUSE AND EQUIP THEM TO PERSUADE OTHERS 18
- 19. WHY SEGMENT? GROUP DISCUSSIONS A REALLY SIMPLE SEGMENTATION 19
- 20. 1. WHAT IS THE BIGGEST CHALLENGE IN THE NEXT FIVE YEARS YOU FACE AS AN ORGANISATION? AND AS A SECTOR? 2. WHO DO YOU NEED TO MOBILISE TO ADDRESS THAT CHALLENGE? 20
- 21. WHY SEGMENT? GROUP DISCUSSIONS A REALLY SIMPLE SEGMENTATION 21
- 22. 22 Find a UK audience for a humanitarian NGO with a focus on hunger.
- 23. © Eden Stanley all rights reserved23
- 24. © Eden Stanley all rights reserved24
- 25. OUR BRIEF © Eden Stanley all rights reserved25 Propensity to support a charity in my sector Strong donation value Likely to support our campaigns Someone who will spread the word And who is interested in our specific cause Likely to have good lifetime value
- 26. MARKET SIZING © Eden Stanley all rights reserved26 51% 34% 24% 28% 19% 28% 27% 22% 17% 14% 19% 10% 9% 37% 51% 56% 51% 59% 43% 45% 48% 52% 49% 40% 45% 35% 12% 16% 20% 21% 22% 28% 28% 29% 32% 37% 41% 46% 55% Cancer Hospitals&hospices Olderpeople Children/Youngpeople Mentalhealth Animalwelfare Military/Warveterans Wildlifeandconservation Homelessness/Housing Environment Overseasemergencyrelief Humanrights(International) Overseasdevelopment Supporters Prospects Rejectors
- 27. MARKET SIZING © Eden Stanley all rights reserved27 51% 34% 24% 28% 19% 28% 27% 22% 17% 14% 19% 10% 9% 37% 51% 56% 51% 59% 43% 45% 48% 52% 49% 40% 45% 35% 12% 16% 20% 21% 22% 28% 28% 29% 32% 37% 41% 46% 55% Cancer Hospitals&hospices Olderpeople Children/Youngpeople Mentalhealth Animalwelfare Military/Warveterans Wildlifeandconservation Homelessness/Housing Environment Overseasemergencyrelief Humanrights(International) Overseasdevelopment Supporters Prospects Rejectors
- 28. 16% 8% 19% 17% 19% 8% 5% 4% 2% 1% Lessthan£10 £10-£19 £20-£49 £50-£99 £100-£199 £200-£299 £300-£499 £500-£999 £1000-£1999 £2000-£5000 DONATION VALUE (PAST 12 MONTHS) © Eden Stanley all rights reserved28
- 29. 16% 8% 19% 17% 19% 8% 5% 4% 2% 1% Lessthan£10 £10-£19 £20-£49 £50-£99 £100-£199 £200-£299 £300-£499 £500-£999 £1000-£1999 £2000-£5000 DONATION VALUE (PAST 12 MONTHS) © Eden Stanley all rights reserved29
- 30. PETITIONS SIGNED IN THE PAST YEAR © Eden Stanley all rights reserved30 31% 20% 31% 18% None Once 2-5times Morethan5times
- 31. PETITIONS SIGNED IN THE PAST YEAR © Eden Stanley all rights reserved31 31% 20% 31% 18% None Once 2-5times Morethan5times
- 32. SOCIAL ACTIVISM © Eden Stanley all rights reserved32 26% 26% 20% 21% 7% Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree I tend to share my views about good causes through social media 4% 17% 32% 36% 11% Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree Supporting charities is something I do as part of my social life
- 33. SOCIAL ACTIVISM © Eden Stanley all rights reserved33 26% 26% 20% 21% 7% Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree I tend to share my views about good causes through social media 4% 17% 32% 36% 11% Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree Supporting charities is something I do as part of my social life
- 34. 57% 52% 42% 36% 36% 23% 23% 23% 20% 19% Clean water and sanitation Food, hunger and nutrition Providing medicines/ clinics Education / schools Natural disasters and emergencies Promoting/protecting human rights Wildlife and nature conservation Animal welfare Tackling corruption/improving accountability Promoting/protecting the rights of women and girls Top ten issues PREFERENCE FOR CAUSES © Eden Stanley all rights reserved34
- 35. 57% 52% 42% 36% 36% 23% 23% 23% 20% 19% Clean water and sanitation Food, hunger and nutrition Providing medicines/ clinics Education / schools Natural disasters and emergencies Promoting/protecting human rights Wildlife and nature conservation Animal welfare Tackling corruption/improving accountability Promoting/protecting the rights of women and girls Top ten issues PREFERENCE FOR CAUSES © Eden Stanley all rights reserved35
- 36. AGE BREAKS © Eden Stanley all rights reserved36 8% 13% 15% 21% 16% 27%18-24 25-34 35-44 45-54 55-64 65+
- 37. AGE BREAKS © Eden Stanley all rights reserved37 8% 13% 15% 21% 16% 27%18-24 25-34 35-44 45-54 55-64 65+
- 38. HOUSING STATUS © Eden Stanley all rights reserved38 75% 11% 6% 6% 2% 1% Homeowner Privaterenter Councilrenter Housingassociationrenter Livinginparents'home Other,pleasetypehere
- 39. HOUSING STATUS © Eden Stanley all rights reserved39 75% 11% 6% 6% 2% 1% Homeowner Privaterenter Councilrenter Housingassociationrenter Livinginparents'home Other,pleasetypehere
- 40. OUR SIMPLE SEGMENTATION © Eden Stanley all rights reserved40 Supporters and prospective supporters of overseas emergency relief charities… …who donated £50 or more to a charity last year... …who sign petitions, or engage with others about good causes… …for whom water & sanitation, food/hunger, and emergency relief are a top-three cause... …who are aged 35 to 64... …and own their home. Segment size: 3.8m (8% of UK adult population) 27m 15m 12m 10m 5m
- 41. CIRCLES OF INFLUENCE © Eden Stanley all rights reserved41 15m12m10m5m etc…3.8m
- 42. CIRCLES OF INFLUENCE © Eden Stanley all rights reserved42 15m12m10m5m etc…3.8m
- 43. SO, WHO IS THIS PERSON? 43
- 44. DEMOGRAPHICS © Eden Stanley all rights reserved44 MaleFemale Gender ABC1 C2DE Socioeconomic group 7% 8% 10% 4% 13% 3% 10% 13% 8% 6% 10% 8% EastMidlands Eastof England London NorthEast NorthWest Northern Ireland Scotland SouthEast SouthWest Wales West Midlands Yorkshire/ Humberside Region
- 45. KNOWLEDGE AND TRUST IN INGOS © Eden Stanley all rights reserved45 2% 9% 16% 16% 24% 17% 11% 1% 3% 19% 24% 15% 12% 19% 7% 3% 1% 0% Iknow nothing aboutwhat theydo Iknowalot aboutwhat theydo Do you know what INGOs do? 1% 8% 8% 14% 20% 21% 20% 4% 4% 18% 22% 15% 14% 20% 7% 3% 0% 0% Notatall openand honest Veryopen andhonest Are they open and honest?
- 46. KNOWLEDGE AND TRUST IN INGOS © Eden Stanley all rights reserved46 2% 9% 16% 16% 24% 17% 11% 1% 3% 19% 24% 15% 12% 19% 7% 3% 1% 0% Iknow nothing aboutwhat theydo Iknowalot aboutwhat theydo Do you know what INGOs do? 1% 8% 8% 14% 20% 21% 20% 4% 4% 18% 22% 15% 14% 20% 7% 3% 0% 0% Notatall openand honest Veryopen andhonest Are they open and honest?
- 47. BELIEF IN IMPACT © Eden Stanley all rights reserved47 2% 6% 10% 13% 39% 18% 6% 1% 1%5% 6% 10% 13% 40% 11% 4% 2% 1% Muchmore poverty Nosignificant change Muchless poverty Is there more or less poverty than ten years ago? 0% 1% 1% 2% 15% 46% 24% 5% 1%2% 3% 3% 6% 43% 23% 8% 2% 0% They'vemade thingsmuch worse They'vemade nodifference They'vemade thingsmuch better What difference have INGOs made?
- 48. BELIEF IN IMPACT © Eden Stanley all rights reserved48 2% 6% 10% 13% 39% 18% 6% 1% 1%5% 6% 10% 13% 40% 11% 4% 2% 1% Muchmore poverty Nosignificant change Muchless poverty Is there more or less poverty than ten years ago? 0% 1% 1% 2% 15% 46% 24% 5% 1%2% 3% 3% 6% 43% 23% 8% 2% 0% They'vemade thingsmuch worse They'vemade nodifference They'vemade thingsmuch better What difference have INGOs made?
- 49. RATIONAL DRIVERS © Eden Stanley all rights reserved49 0% 2% 10% 52% 37% 4% 8% 38% 39% 11% Stronglydisagree Disagree Neitheragreenordisagree Agree Stronglyagree Universal human rights are a basic foundation for a fair and just world 2% 12% 30% 38% 17% 9% 23% 38% 22% 7% Stronglydisagree Disagree Neitheragreenordisagree Agree Stronglyagree Poverty is caused by exploitation, so we have a responsibility to…
- 50. RATIONAL DRIVERS © Eden Stanley all rights reserved50 0% 2% 10% 52% 37% 4% 8% 38% 39% 11% Stronglydisagree Disagree Neitheragreenordisagree Agree Stronglyagree Universal human rights are a basic foundation for a fair and just world 2% 12% 30% 38% 17% 9% 23% 38% 22% 7% Stronglydisagree Disagree Neitheragreenordisagree Agree Stronglyagree Poverty is caused by exploitation, so we have a responsibility to…
- 51. SENSE OF PERSONAL AGENCY © Eden Stanley all rights reserved51 0% 3% 9% 54% 33% 4% 10% 38% 39% 9% Stronglydisagree Disagree Neitheragreenordisagree Agree Stronglyagree When lots of people make a little effort, we can make a big difference 5% 14% 33% 36% 12% 15% 27% 35% 19% 4% Stronglydisagree Disagree Neitheragreenordisagree Agree Stronglyagree Ethical factors strongly influence how I shop
- 52. SENSE OF PERSONAL AGENCY © Eden Stanley all rights reserved52 0% 3% 9% 54% 33% 4% 10% 38% 39% 9% Stronglydisagree Disagree Neitheragreenordisagree Agree Stronglyagree When lots of people make a little effort, we can make a big difference 5% 14% 33% 36% 12% 15% 27% 35% 19% 4% Stronglydisagree Disagree Neitheragreenordisagree Agree Stronglyagree Ethical factors strongly influence how I shop
- 53. BARRIERS TO ENGAGEMENT © Eden Stanley all rights reserved53 3% 16% 27% 36% 18% 2% 2% 19% 31% 46% Stronglydisagree Disagree Neitheragreenordisagree Agree Stronglyagree We should address problems in the UK before problems overseas 1% 2% 12% 48% 37% 2% 2% 15% 32% 49% Stronglydisagree Disagree Neitheragreenordisagree Agree Stronglyagree Corruption and waste mean aid does not reach the people who need it most
- 54. BARRIERS TO ENGAGEMENT © Eden Stanley all rights reserved54 3% 16% 27% 36% 18% 2% 2% 19% 31% 46% Stronglydisagree Disagree Neitheragreenordisagree Agree Stronglyagree We should address problems in the UK before problems overseas 1% 2% 12% 48% 37% 2% 2% 15% 32% 49% Stronglydisagree Disagree Neitheragreenordisagree Agree Stronglyagree Corruption and waste mean aid does not reach the people who need it most !
- 55. 0% 10% 20% 30% 40% 50% Oursegment Rejectors Action Against Hunger BRAND KNOWLEDGE © Eden Stanley all rights reserved55 Net awareness Net knowledge 0% 10% 20% 30% 40% 50% Oursegment Rejectors CAFOD 0% 10% 20% 30% 40% 50% Oursegment Rejectors Concern Worldwide
- 56. KEY INSIGHTS © Eden Stanley all rights reserved56 Attitudes I’m knowledgeable about politics +48% Everyone should have an equal chance in life, no matter who they are +46% I would like to do more to help good causes +119% When I hear about someone suffering, I feel a strong impulse to help +176% Community, religion and politics I’m active in my local community +67% Attended place of worship past month +103% Conservative voter +18% Labour voter +15% UKIP voter -70% Sources of news and info I’m first among friends, family and colleagues to know about events in the news +40% Magazines +97% Radio +58% Social media +45% Hobbies and interests Theatre +95% Healthy eating +78% Cinema +69% Keeping fit +60% Percentage scores represent our segment relative to market rejectors
- 57. © Eden Stanley all rights reserved57
- 58. BUILD AND VALIDATE © Eden Stanley all rights reserved58 Your database
- 60. 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
- 61. Conference 22 October 2015 London #CCengagement Engagement conference Sponsored by