Lee Gisbourne, data analysis manager, RNLI; Jeff Gould, senior innovation manager, RNLI 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

1. Insight to innovation – new
segments meet new products
Jeff Gould, Senior Innovation Manager
Lee Gisbourne, Data Analysis Manager

2. Who we thought we knew…
Member
Supporter
Campaigner
Prospect
Crew
Trustee
Raffle Player
Volunteer
High Level Donor
Branch Volunteer
Guild
Regional Supporter
Trust
Rescued
Regular Donor
Shop Customer
Follower
Cash Supporter
Eventer
Lifeguard
Staff
Enthusiast
PledgerLapsed
Active

3. Developing our segmentation
• Clusters of like-minded Supporters
• Use it internally and externally
• Each person can only be in one segment
Five ‘RNLI Engagement clusters’, split by six ‘Life stages’:
Starting out
Settling down
Settled
Empty nesters
Active retired
Slowing down

4. Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5
Starting out
Settling down
Settled
Empty nesters
Active retired
Slowing down
Engaged
Regular
commitment,
pragmatic
support
Ad hoc
commitment,
emotional
support
No
engagement
now, but I
asked you for
something
once
I was engaged …
… but you haven’t kept up
with my preferences

5. Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5
Starting out
Settling down
Settled
Empty nesters
Active retired
Slowing down

6. Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5
Starting out
Settling down
Settled
Empty nesters
Active retired
Slowing down
29% 55%
16% 35%
5%
14%
8%
17%
3%
18%
1%
10%
UK pen

7. 1 Approach 2 Audiences
• 83% Awareness
• 10% Penetration
• Cash
• Direct Mail
• Long Letters
• Reserved
• Crew
• Number of good causes
• 60% Awareness
• 1% Penetration
• Activity
• Social / Peers
• To the point
• Fun
• Challenge
• What cause?

8. Unique Position
• Know our income need
• Could invest in new ‘Supporters’
• Invest in trials
• ROI not number one driver at this
point
• Awareness seen as important as
short term income

9. Our Brief
• Engage Starting Out & Settling Down lifestages
• Get them to act
• Include fundraising mechanism

10. Idea
Generation
Screening
Feasibility
Development
Post
Evaluation
Pilot /
Prototype
Launch
Innovation Process

11. Challenge
Self interest
Cause
The Opportunity
Starting Out Settling Down

12. Your Brief
• In a group
• 15 minutes
• Create a new awareness, engagement or
income generating product for your charity for
the Starting Out or Settling Down lifestages
• Tell us what it is, what insight it is based on
and how you would take it to market

13. The Solution

14. Settling Down drive performance
14
I'd be interested
in finding out
more about this
It sounds credible
to me
This is new and
innovative
This is relevant to
me
This is an event I
would like to take
part in
This would make
me more likely to
donate my time
to help fundraise
for RNLI
This would make
me more likely to
donate money to
RNLI
Starting Out (Top 2 Box) 53% 68% 64% 49% 51% 44% 44%
Settling Down (Top 2 Box) 57% 80% 80% 59% 53% 54% 55%
Settled (Top 2 Box) 34% 65% 65% 36% 32% 30% 29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
PercentageTop2Box

17. Lessons Learnt
• First idea is not always the best.
• Research focusses your audience.
• Think ahead.
• Get people in the business excited.

21. This video was viewed
98,492 times

23. 4,500 people signed up
87% new to the database
58% in the target lifestages
(Starting Out & Settling Down)

24. Quite a few
blogged about it

25. The App was
downloaded over
6,500 times across
iOS and Android

26. Over 700 bottles sold

27. 307,914 microsite visits

28. 3,447 Facebook fans

29. 1,034 Twitter followers
2,035 Tweets favourited

30. Sponsorship pledge: £400k
Average pledge: £92

32. Questions?

33. 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