Building deeper relationships with supporters

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Ginette Tessier, RNLI, and Andrew Sawkins, Prescient
Brand development conference
www.charitycomms.org.uk/events

Published in: Health & Medicine, Sports
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Building deeper relationships with supporters

  1. 1. Building deeper relationships with supporters Andrew Sawkins, Managing Director Ginette Tessier, Head of Insight & Performance
  2. 2. R ü Recency – how long ago? F ü V ü Frequency – how often? Level of commitment? Value – of relationships? Number how much? Propensity to give more / less? Propensity to change giving type? Length, type and frequency of contacts?
  3. 3. RFV Score 4 3 5 2 1 Level of engagement
  4. 4. Lifestages Clusters
  5. 5. RFV Score ‘Active givers’ 5 4 3 2 1 Level of engagement
  6. 6. Active givers Highly engaged Frequent support Multiple contacts RNLI main charity Personal responsibility RNLI ‘essential’ Emotional response Ad hoc behaviour Multiple charities Connected to people Support for volunteers
  7. 7. 1 2 3 4 5 6%
  8. 8. Building deeper relationships with supporters Andrew Sawkins, Managing Director Ginette Tessier, Head of Insight & Performance

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