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Insight to innovation - new segments meet new products. Audience first conference, 16 July 2014

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

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

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  • 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
  • 15. Lessons Learnt • First idea is not always the best. • Research focusses your audience. • Think ahead. • Get people in the business excited.
  • 16. This video was viewed 98,492 times
  • 17. 4,500 people signed up 87% new to the database 58% in the target lifestages (Starting Out & Settling Down)
  • 18. Quite a few blogged about it
  • 19. The App was downloaded over 6,500 times across iOS and Android
  • 20. Over 700 bottles sold
  • 21. 307,914 microsite visits
  • 22. 3,447 Facebook fans
  • 23. 1,034 Twitter followers 2,035 Tweets favourited
  • 24. Sponsorship pledge: £400k Average pledge: £92
  • 25. Questions?
  • 26. 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