Cian Murphy, research director, nfpSynergy
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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How to identify or develop a values framework and apply it to your audiences
1. Valuable support
How values impact on charitable
engagement
Cian Murphy
March 2020
cian.murphy@nfpsynergy.net
2. 2
Session outline
• Do values matter?
• How can we measure values?
• Looking at an example values model
• Tailoring messaging to values
• Tailoring channel to values
8. 8
Plenty of models
• Theory of Basic Human Values – Schwartz
• Values Modes – Cultural Dynamics
• Valued Living Questionnaire
• Personal Values Assessment
9. 9
The Theory of Basic Values
Universalism
Benevolence
Tradition
SecurityPower
Achievement
Hedonism
Stimulation
Self-Direction
Conformity
11. 11
What does the British public value?
0.62
0.55
0.49
0.34
0.18
-0.10
-0.44
-0.51
-0.62
-0.78
Benevolence
Universalism
Security
Self Direction
Tradition
Conformity
Hedonism
Stimulation
Achievement
Power
Source: Charity Awareness Monitor, Jan 20, nfpSynergy | Base: 1,000 adults 16+, Britain
12. 12
Public can be broken into five groups
26%
26%
29%
10%
9%
Universalists
Benevolents
Conservationists
Self-Enhancement
Openness
Source: Charity Awareness Monitor, Jan 20, nfpSynergy | Base: 1,000 adults 16+, Britain
13. 13
These groups are concerned about different things
22%
9% ↓
17% ↑
31%
24% ↑
26%
23%
12%
36% ↑
16%
38% ↑
28% ↑
11%
21% ↓
14%
21%
12%
9%
23%
17%
23%
15%
11%
27%
20%
Terrorism
Negative impacts of
immigration to the UK
Austerity in Britain
Homelessness
Economic inequality in the
UK
Universalists
Benevolents
Conservationists
Self-Enhancement
Openness
Source: Charity Awareness Monitor, Jan 20, nfpSynergy | Base: 1,000 adults 16+, Britain
“Thinking about the following issues, please select up to five that you are most concerned about.”
24%
46% ↑
57%
6%
22%
36%
66% ↑
2% ↓
22%
34%
59%
5%
9% ↓
33%
40% ↓
14% ↑
16%
34%
57%
5%
Provision of social care
Climate change
Quality of NHS services
Don't Know
14. 14
Different values drive different causes
44%
40%
31% ↑
29%
27% ↑
13% ↑
13% ↓
49% ↑
40%
27%
38% ↑
14% ↓
7%
21% ↑
Cancer
Animals
Homelessness and social welfare
Children and young people
Environment and conservation
Overseas aid and development
UK Armed Forces
Universalists
Benevolents
Source: Charity Awareness Monitor, Jan 20, nfpSynergy | Base: 1,000 adults 16+, Britain
“When you think about your favourite charities, which category do they fall into?”
15. 15
Values bring people to charities through different
routes
40% ↑
40%
31%
13%
10%
8%
27%
44% ↑
33% ↑
13%
11%
8%
I feel strongly about a number of issues so I looked for
charities that address these
Events in my life led me to decide certain charities are
important to me
Personal experience of particular charities led me to
admire them
Media coverage helps me identify causes/charities to
support
I know someone who works for the charity, I respect
them and so I believe the charity does good work
I have supported certain charities simply because they
asked me to
Universalists
Benevolents
Source: Charity Awareness Monitor, Jan 20, nfpSynergy | Base: 1,000 adults 16+, Britain
“When you think about your favourite charities, please indicate which statements represent how you came to support them.”
16. 16
Where does this room fit in?
• Go to https://tinyurl.com/CharityCommsValues
• Or use this QR code:
34. 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