Can you measure reputation? Keeping your reputation spotless conference, 21 May 2014.

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Michele Madden, managing director, nfpSynergy

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Can you measure reputation? Keeping your reputation spotless conference, 21 May 2014.

  1. 1. Can you measure reputation? Michele Madden May 2014
  2. 2. Can you measure reputation? 2
  3. 3. 28% 56% 0% 20% 40% 60% 80% 100% Nov 03 (Paper*) Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11 Jul-11 May-12 May-13 Apr-14 FRSB/ The Fundraising Standards Board (FRSB) Charities Dip in trust for charities “Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” A great deal or quite a lot Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 14, nfpSynergy 3
  4. 4. Least trusted Most trusted 4 Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 14, nfpSynergy
  5. 5. 35% 46% 55% Large charities Medium sized charities Small charities ‘From the following statements, please indicate whether you think each applies to any of the following organisations’ They are generally trustworthy organisations Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 2014, nfpSynergy Smaller charities have a trust advantage 5
  6. 6. 13% 9% 9% 52% 24% 5% 26% 20% 12% 17% 41% 11% 71% 62% 39% 8% 13% 43% They are usually run by volunteers They usually focus their work in one region/area They are usually a bit amateurish in their approach Their chief executive is usually paid around £100,000 a year Their chief executive is usually paid around £50,000 a year Their chief executive is usually a volunteer Large charities Medium sized charities Small charities ‘From the following statements, please indicate whether you think each applies to any of the following organisations’ Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 2014, nfpSynergy Higher salaries are expected of large charities’ CEOs 6
  7. 7. Larger charities are seen as wasteful 39% 30% 37% 32% 51% 40% 33% 25% 45% 25% 34% 32% 22% 60% 14% They often duplicate each other's activities They should merge to cut costs and avoid overlap They should be able to deliver public services They are good at understanding the needs of the people they exist to help They are often wasteful in how they spend money Large charities Medium sized charities Small charities ‘From the following statements, please indicate whether you think each applies to any of the following organisations’ Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 2014, nfpSynergy 7
  8. 8. Only a third of the public feels their needs are taken seriously by charities they support ‘Thinking about the charities you regularly support, please indicate to what extent you agree with each of the following statements’ Slightly Agree + Strongly Agree 8 Base: Those who support charities among 1000 adults 16+, Britain Source: Charity Awareness Monitor, July 13, nfpSynergy 15% 34% 35% 48% 58% I have on occasion wanted to complain to a charity about how I am treated as a supporter I feel that charities take my wishes and needs as a supporter seriously I feel I get too many appeals or newsletters from the charities I support From what I see charities strive to achieve the highest professional standards at all times I would recommend the charities I support to other people
  9. 9. Top 20 ideal charity attributes 19% 21% 23% 23% 24% 26% 27% 28% 29% 35% 38% 38% 38% 40% 41% 46% 48% 51% 64% 67% Fair Sympathetic Positive Informative Focused Campaigning Inspiring Reputable Professional Passionate Helpful Effective / Cost-effective Approachable Supportive Accountable Friendly / Welcoming Determined / Dedicated Honest Trustworthy Caring / Compassionate Nov-13 “Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…” Base: 3,000 adults 18+, Britain Source: Brand Attributes, Nov 13, nfpSynergy 9
  10. 10. Next ideal charity attributes “Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…” 1% 1% 1% 2% 3% 4% 4% 5% 5% 6% 6% 7% 8% 9% 10% 10% 10% 11% 13% 14% 17% 17% Boring Greedy / Rich Exclusive Conservative Cautious Authoritative Traditional Outspoken Modern Bold / Direct Inclusive Dynamic Heroic Challenging Innovative Visionary Independent Ambitious Responsive Empowering Established Practical Generous Nov-13 Base: 3,000 adults 18+, Britain Source: Brand Attributes, Nov 13, nfpSynergy 10
  11. 11. Comparison of ratings Ideal charity 38% 38% 40% 41% 46% 48% 51% 64% 67% 38% Helpful Effective / Cost-effective Approachable Supportive Accountable Friendly / Welcoming Determined / Dedicated Honest Trustworthy Caring / Compassionate Ideal Charity “Please choose up to 10 words in each column that you think best describes…” Source: Brand Attributes, nfpSynergy Base: All those aware of charity x (970) among 3,000 adults 18+, Britain, Nov 2013 11
  12. 12. Comparison of ratings Ideal charity, average charity score 38% 38% 40% 41% 46% 48% 51% 64% 67% 38% Helpful Effective / Cost-effective Approachable Supportive Accountable Friendly / Welcoming Determined / Dedicated Honest Trustworthy Caring / Compassionate Ideal Charity Average “Please choose up to 10 words in each column that you think best describes…” Source: Brand Attributes, nfpSynergy Base: 3,000 adults 18+, Britain, Nov 2013 12
  13. 13. Comparison of ratings Ideal charity, ideal in environment & conservation 38% 38% 40% 41% 46% 48% 51% 64% 67% 38% Helpful Effective / Cost-effective Approachable Supportive Accountable Friendly / Welcoming Determined / Dedicated Honest Trustworthy Caring / Compassionate Ideal Charity Environment and Conservation “Please choose up to 10 words in each column that you think best describes…” Source: Brand Attributes, nfpSynergy Base: All those aware of charity x (970) among 3,000 adults 18+, Britain, Nov 2013 13
  14. 14. Comparison of ratings Ideal charity, ideal in environment & conservation, ideal in child welfare 38% 38% 40% 41% 46% 48% 51% 64% 67% 38% Approachable Effective / Cost-effective Helpful Supportive Accountable Friendly / Welcoming Determined / Dedicated Honest Trustworthy Caring / Compassionate Ideal Charity Environment and Conservation Child Welfare “Please choose up to 10 words in each column that you think best describes…” Source: Brand Attributes, nfpSynergy Base: Multiple bases among 3,000 adults 18+, Britain, Nov 2013 14
  15. 15. Comparison of ratings Ideal charity, ideal in environment & conservation, average charity score 38% 38% 40% 41% 46% 48% 51% 64% 67% 38% Helpful Effective / Cost-effective Approachable Supportive Accountable Friendly / Welcoming Determined / Dedicated Honest Trustworthy Caring / Compassionate Ideal Charity Environment and Conservation Average “Please choose up to 10 words in each column that you think best describes…” Source: Brand Attributes, nfpSynergy Base: All those aware of charity x (970) among 3,000 adults 18+, Britain, Nov 2013 15
  16. 16. Comparison in Environment & Conservation Charity x ratings against the Top 10 “ideal charity” adjectives for Environment & Conservation 24% 25% 27% 30% 30% 32% 34% 41% 42% 25% Helpful Effective / Cost-effective Campaigning Friendly / Welcoming Approachable Honest Determined / Dedicated Trustworthy Accountable Caring / Compassionate Environment and Conservation Charity x Source: Brand Attributes, nfpSynergy Base: All those aware of Charity x (970) among 3,000 adults 18+, Britain, Nov 2013 “Please choose up to 10 words in each column that you think best describes” 16
  17. 17. Comparison of ratings Ideal charity, ideal in environment & conservation, average charity score and charity x score 38% 38% 40% 41% 46% 48% 51% 64% 67% 38% Helpful Effective / Cost-effective Approachable Supportive Accountable Friendly / Welcoming Determined / Dedicated Honest Trustworthy Caring / Compassionate Ideal Charity Environment and Conservation Charity x Average “Please choose up to 10 words in each column that you think best describes…” Source: Brand Attributes, nfpSynergy Base: All those aware of charity x (970) among 3,000 adults 18+, Britain, Nov 2013 17
  18. 18. Charity y Top 20 attributes By Current/Potential Support Conservative Positive Sympathetic Inspiring Practical Approachable Passionate Helpful Professional Campaigning Determined / Dedicated Friendly / Welcoming Honest Heroic Trustworthy Reputable Supportive Caring / Compassionate Established Traditional Potential Support Current Support “Please choose up to 10 words that you think describe Charity y/ From the list below please tick those charities you would consider yourself to be a supporter of (irrespective of whether you have given them money or time recently)?” Source: Brand Attributes, nfpSynergy Base: All those aware of Charity Y (1,034) and answering among 3,000 adults 18+, Britain, Nov 2013 18
  19. 19. 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 - Had negative experience + Well-known - Niche + Long-established - New organisation 19
  20. 20. Reputation measures will vary • Your organisation • Your audiences • Your aims and objectives • Your performance 20
  21. 21. How to measure? • Who are your key audiences? • What is your relationship with them? • How do you find out what they think? 21
  22. 22. How and when • Frequency - listen as often as possible o Continuous feedback - identify the five key questions you would like everyone to answer • Use cheap measures – google analytics can tell you a lot, properly monitor complaints (topics, numbers, strength), talk to people • Monitor the spaces that your key audiences operate in (eg social media, local group network or staff meeting) • Keep it simple - the best and worst people would say about you • Stakeholder audits – if you can, take the temperature of all your key audiences 22
  23. 23. What to bear in mind • Before o Make a plan and be active in your monitoring – don’t wait for a crisis o All monitoring/measurement should be proportionate o There are ways of doing it whatever your budget o Make use of all research/channels o Be aware of any barriers that may be specific to your audiences • During o Don’t dismiss anything you hear until you’ve investigated o Be aware of your prejudices and pre-formed ideas o Ensure you are listening to the most important not just the loudest • After o Have regular review milestones o Act on the findings where appropriate (and quickly) o Show/tell people that you’ve heard them 23
  24. 24. 2-6 Tenter Ground Spitalfields London E1 7NH 020 7426 8888 insight@nfpsynergy.net www.twitter.com/nfpsynergy www.linkedin.com/company/nfpsynergy www.nfpsynergy.net Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH. Registered in England No. 04387900. VAT Registration 839 8186 72

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