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Integrated KPIs. Stats that matter workshop.

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Norma Gerrard, marketing manager - donor recruitment and Sarah Vickery, marketing manager - donor development and acquisition, RSPCA

Norma Gerrard, marketing manager - donor recruitment and Sarah Vickery, marketing manager - donor development and acquisition, RSPCA

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  • SarahNorma …who we are & responsibilities within fundraising team at RSPCANorma’s slide
  • Sarah’s slide
  • Norma
  • Norma
  • Norma
  • Norma
  • Norma
  • Sarah
  • SarahGroup discussion first with answersThen two meaningsThen some answers from us
  • Sarah
  • SarahSome could say channels like offline and onlineOr bring parts together seamlesslyOr from a supporter centric view – multi channel experience
  • Norma
  • Norma - Challenges and considerations at RSPCAMultiple departments, databases & supporters touch points Conflicting objectivesStakeholder managementMultiple approvals and sign offs - processConflicting views and opinionsAwareness vs fundraisingBrand vs UrgencyMultiple ways in and all at different stages in their journeys with usStakeholder expectationsApprovals designed by committee – positive and negativeService provision vs other strategic objectives to help that & educationDay job vs investing time in resource for fundraising
  • Sarah
  • SarahBeginning of new long-term drive to encourage personal responsibility and engagement for animals and to mobilise individual action to encourage compassion and end cruelty, which will grow and develop over a number of years – part of new 5 year strategy 
  • Sarah 
  • SarahMultiple audiences needed to be engagedFrom very young schoolchildren to the commuters using tubes and trainsMobile connected individuals using social media to older supporters who are prefer offline media What connects them all is an affinity to animal welfare
  • Norma
  • Norma
  • NormaSMART objectives created and compiled by the stakeholder group
  • NormaImportant to retain sight of your own individual KPIsUnderstand that each area will set its own KPIs : sometimes they will conflict
  • Sarah
  • SarahSnapshot of the results we achieved across all teams both financial and softer measures both externally (supporters etc) and internally (staff engagement)
  • NormaWarm and cold were totally different Theme – think messaging, objectives, language, CTALegacy – wasn’t really right for them more enough in advance
  • NormaWarm and cold were totally different Theme – think messaging, objectives, language, CTALegacy – wasn’t really right for them more enough in advance
  • Sarah
  • SarahWe under estimated how complex and time consuming it would be to bring everyone together Hard to manage expectation & diaries!Write individual briefs then pulled an overarching brief together afterwards – wrong way around? What works for you?I.e. Cold vs Warm – very different needsEnsure all areas set KPIs – recognising not all teams will be familiar with setting KPIs or working in such a rigorous way and help them to understand the value of working this way
  • Norma7. ie, social awareness vs fundraising asks on facebook8. Map supporter touchpoints, internal and external factors and events and scenarios – ie DEC Typhoon Appeal9. We held a joint wash up and compiled a complete 360 review document to measure success and take learnings forward
  • Transcript

    • 1. SARAH VICKERY NORMA GERRARD Case Study 2 : Integrated KPIs
    • 2. Integrated communications support the overall building of your charity’s brand, and acknowledge that your supporters will come into contact in different ways. Setting shared KPIs can help support the development of integrated communications, boosting the impact of your communications across the board
    • 3. Today… • A bit about us… • What is integration? • Integration at RSPCA • Everyday Heroes campaign case study • Where to start? 10 things you can do to integrate better
    • 4. A bit about us ...
    • 5. Our mission… • It's our vision to work for a world in which all humans respect and live in harmony with all other members of the animal kingdom.
    • 6. Rescue, rehabilitate, rehome • 507 RSPCA Inspectors • 68 Animal Centres & 4 Wildlife Centres • Over 170 Branches • 4 Animal Hospitals • Freedom Food • Campaigning • 4th Emergency Service
    • 7. What is integration ?
    • 8. What is integration? Wikipedia: ‘the act or process of making whole or entire’
    • 9. What is integration? Aristotle ‘the whole is greater than the sum of all parts’
    • 10. What is integration?
    • 11. Integration at RSPCA
    • 12. Integration at RSPCA Multiple everything!!
    • 13. Everyday Heroes Campaign Case Study
    • 14. Everyday Heroes Case Study • Long-term drive • Engage the public directly to take personal responsibility & action for animals • Provoke urgent action, including donating • Involve all communities and individuals “WE ALL HAVE A RESPONSIBILITY AND OPPORTUNITY TO BE HEROES FOR ANIMALS AT IN WINTER – WE NEED YOUR SUPPORT URGENTLY“
    • 15. Everyday Heroes Case Study
    • 16. Who were we talking to?
    • 17. Who was involved? Everyday Heroes Campaign Fundraising: Community Fundraising: Donor Recruitment Fundraising: Donor Development Fundraising: Legacies Fundraising: Major Donors Press Digital Media Internal Comms. Campaigns Inspectorate Animal Centres Prosecution Dept Companion Animals Science Business Intelligence
    • 18. "a set of quantifiable measures used to gauge or compare performance in terms of meeting strategic and operational goals” Targets & Objectives … Specific Measurable Attainable Realistic Timely SMART
    • 19. Targets & Objectives… Cash income Regular giving income Net incomeNew donors recruited Response rate Cost per response Average gift ROI Conversions Engaged stakeholders Branch engagement Community fundraising pack requests Regional media coverage National media coverage YouTube views YouTube shares Use of #animalhero Increase in engaged users Increase in reach Traffic to rehoming site Actions taken Campaign survey response
    • 20. Targets & Objectives…
    • 21. How did the audience experience it? • Press Releases & TV Interviews • PSMS Train, Tube, Press, FB Advertising • Social , Digital & Campaigning • Direct mail • Schools, Branches & Community
    • 22. Results…
    • 23. What did we we learn? • Don’t forget what works for your area – i.e. warm & cold aren’t necessarily the same • Common theme - not just imagery & colour palette • Is integration always right?
    • 24. What did we we learn? • More aligned and understanding each others challenges and opportunities • Better energy and communication • RSPCA Week – take forward learnings for better integration • Improved working processes – sign offs and joint meetings
    • 25. 10 things you can do to integrate better
    • 26. 10 things for better integration 1. Plan ahead! 2. Create working group 3. Agree a common theme 4. One size won’t fit all 5. SMART KPIs
    • 27. 10 things for better integration 6. Align KPIs with strategy 7. Share KPIs 8. Map supporter journeys & scenario plan 9. Plan, implement & review collectively 10. Keep talking!!
    • 28. Thank you!