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Rac Seminar Presentation 30.04.08
 

Rac Seminar Presentation 30.04.08

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Rac Seminar Presentation 30.04.08 Rac Seminar Presentation 30.04.08 Presentation Transcript

  • Growing legacy income together - Remember A Charity seminar 30th April 2008
  • Growing legacy income together
    • Today
    • A brief look back
    • Our strategic drivers
    • From awareness to behaviour change
    • An introduction to social marketing
    • Policy & partnerships, membership and marketing
    • What can we achieve together?
  • Steering Group members
    • Stephen George, Chair, NSPCC
    • Iain McAndrew, Guide Dogs
    • Eifron Hopper, RNIB
    • Daniel Fletcher, enhance herts
    • Aarti Puri, Mencap
    • Lindsay Boswell, Institute of Fundraising
    • Mike Jones, ILM
    • Jenny Jenks, CORDA
    • Steve Hudd, Lions Hospice
    • Jane Lloyd, MacMillan Cancer Relief
    • Carol Johns, RNID
    • Richard Popper, RNLI
    • Judith Feeney, Trustee Institute of Fundraising
    • Bill Giles
  • The legacy market
    • Total legacy income 2005 / 06 £1.8 billion 1
    • 9 out of 10 people feel they will have something to leave as an inheritance 2
    • But only 1 in 7 go on to include a charitable bequest 3
    • A marginal increase of just 2% represents an additional £200 m
    • 1 ncvo UK Civil Soc Almanac 2008
    • 2 Joseph Rowntree Foundation
    • 3 Legacy Foresight, Smee & Ford
  • 1. A brief look back..
  • The Legacy Promotion Campaign
    • In the beginning..
    • A organisation that grew...
      • Rolling scale of 10 fee bands
      • Overseen by a Steering Group
      • Legally part of Institute
      • Launched in October 2002
  • Vision
    • We want to make the action of leaving a donation in your will to charity a social norm
  • The challenge
    • Overcome the key barriers
      • “ I did not know it was something you could do?”
      • “ I did not realise it was something I could do?”
    • Build an awareness platform
  • The initial strategy
    • Launch phase
    • Background presence
    • Two waves a year
    • Public and professionals
    • Media and PR
  • Awareness raising, not direct response
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  • Getting a bit cleverer?
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  • Out on the streets…in two waves
  • General and cross-track 48-sheet Lawyer district 48-sheet Cross-track 16-sheet
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  • Time for a change
    • “ I will you. Will you?” campaign
    • Focus on professionals increases
  • Remember A Charity
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  • Recent successes
    • Sponsored supplements in The Daily Telegraph
    • CAF Giving Week DVD
    • - 200,000 DVDs produced
    • - 8 million UK residents reached
    • Local radio campaign – ‘Remembrance’
    • - 62 radio stations involved
    • - 3 million UK listeners reached
  • Where have we got to?
    • Raised awareness
      • Of the action
      • Of the impact
    • Shifted the legal profession
    • Stimulated charities into action
  • 2. Our strategic drivers..
  • To make charitable gifts in wills the norm
  • Driving behaviour change among the will writing public
  • Driving behaviour change among will writing providers
  • Influencing a climate through partnerships
  • Maximising members potential, value and benefits
  • Maximising & securing income and resources
  • Guiding principles
    • Focus on activity best done together
    • Identify and use insights as a basis
    • Our limits are governed by the resources we have available
    • Greatest impact comes from focusing on where it can have the most effect
    • Measure progress through performance indicators
  • 3. From awareness to behaviour change..
  • Remember A Charity Awareness (post campaign)
  • 4. An introduction to social marketing
  • National Social Marketing Centre Social Marketing for Remember A Charity Catherine Perry-Williams 30 April 2008
  • Content
    • What is Social Marketing
    • Key features and examples
    • Role of the NSM Centre
    • How will it help Remember A Charity
    • Brief & approach
    • Current phase & next steps
  • The Roots of Social Marketing ‘2 parents’ Marketing commercial & public sector Social policy social sciences, social reform, social campaigning SOCIAL MARKETING Both areas contribute valuable expertise, skills, techniques and theory
    • A Strategic Partnership
    Mission : To help generate solutions to behavioural challenges and assist with the impact and effectiveness of the behavioural interventions undertaken. Aim : To build wider capacity and skills in social marketing by working with others to increase understanding and practical utilisation
  • The Brief
    • Overarching Goal :
    • To Make Charitable Gifts in Wills the Norm
    • Aims
    • For wills written by the public to include a charitable gift
    • Will providers to include the option for clients to make a charitable gift.
  • Starting Point
    • Talk to Stakeholders
    • Members (Steering Committee)
    • Institute of Fundraising
    • Marketing Agencies
    • Topics Discussed
    • Past observations & current perspectives
    • Internal & external challenges & opportunities
    • Ideas & suggestions for going forward
  • Internal Focus
    • Considered the organisation structure for taking social marketing forward
    • - set-up a marketing sub group
    • Sharing information
    • - member research
  • Previous Market Approach
    • Building Awareness
    • - positive growth of awareness results
    • - more people considering leaving a legacy
    • - sensitized market for social marketing
    • Fragmenting the market
    • - legacies in wills are getting divided amongst more charities
  • NEW APPROACH
    • SOCIAL MARKETING
    Moving from Raising Awareness To Behaviour Change
  • Raising Awareness vs Behaviour Change
  • Social Marketing Approach
    • Sustainable Behaviour Change
    • Move beyond raising awareness
    • Define a goal and agree a baseline
    • Set-up measurable targets such as a % increase within a specific time period
    • Integrate the need for shorter term results with a longer term view
  • TARGET AUDIENCE INSIGHTS
    • The Cornerstone of Social Marketing
    • Audience insights inform the development of the marketing programme
    • Incentives and barriers are identified
    • Understanding positive behaviour is as important as the problem behaviour
  • First Steps
    • Review what we already know about the target audiences
      • compile existing research and evidence
      • consider barriers & incentives
    • Identify knowledge gaps or areas where further insights are needed
    • - to determine if further research is needed
    • REMEMBER A CHARITY HAS COMPLETED THIS
  • Insights to Results Good Examples of Social Marketing
    • Reducing Alcohol Impaired Driving Crashes
    • Goals
    • - Reduce alcohol related crashes by 5% after 1 year
    • - Be self sustaining after 1 year
    • Location: Rural area in Wisconsin
    • Budget: Department of Transport
  • Research & Insights
    • Why do they drive after drinking?
    • Don’t want to leave car behind, hassle to get back to car in morning, alternatives are not available
    • Social pressure; everybody does it, to be cool…
    • Key Insights
    • Different phases of evening - To bar, between bars, back home: Get target to bars without car
    • Vehicles need to be appealing, cool - willing to pay for service
    • Resulting in the following success story….
  • Road Crew
    • 17% fall in alcohol
    • related crashes
    • Self sustaining & cost
    • effective
  • Results to Date
    • Self sufficient after 1 year
    • - Cost to avoid crash with Road Crew: $15,000
    • - Average Cost of a Crash: $56,000
    • - Savings in Year 1: $615,000
    • Avoided 200 crashes, ~ 10 deaths
    • Cost of alcohol related crash: $231,000
    • Cost to avoid crash with Road Crew: $4,400
    • NET SAVINGS: $45m
    • The Value Of Social Marketing
  • UK Regional Breastfeeding Campaign
    • Michelle Bromley is 23 years old,
    • from Colne and mum to 3 month
    • old Naomi and 3 year old George.
    • Read about their Reasons for Breastfeeding
    Laura is 19 years old, from Preston and mum to 4 month old Emily. .
  • Using Customer Insight in Mexico “ My child is always safest in my arms.” “ God decides when to take my baby.” CREATE A SERVICE … have a priest bless the car seats
  • THINK! Examples (UK Department for Transport)
    • 30 mph campaign ‘It’s 30 for a reason’ - marries up emotional & rational aspects
    • Motorcycle Safety
    • Seat Belt Campaign (Julie Ad) - targeting young people/ teenagers
    • - issue: rear seat belt wearing
    • - insight: more worried about hurting others
    THINK! Examples (UK Department for Transport )
  • THINK! Examples (UK Department for Transport ) Don’t Drink & Drive ‘It could ruin your life’ - Moment of doubt TV ad THINK! Examples (UK Department for Transport )
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  • 5. Next steps
  • Policy & Partnerships
  • Policy & Partnerships
    • Many and varied
    • Spread thinly
    • Key Partnership - Institute of Fundraising
      • strengthen the relationship
      • agenda
      • resources
      • contacts
  • Policy & Partnerships
    • Existing
      • review and prioritise
      • make more effective
    • New & Existing
      • in line with strategy and objectives
      • win/win partnerships
  • Membership & Resources
  • Membership & Resources
    • Quantifying the intangible
    • Benefits are means to an end
    • Consortium or membership organisation?
      • Strategic value
      • Member benefits
      • Mixture of both
  • Membership & Resources
    • Previous surveys
      • Mentoring/buddying
      • Networking opportunities
      • Fuller use of Remember A Charity website
      • Consultancy and training
      • Bespoke research
    • Way forward
  • Membership & Resources
    • Review income streams
    • A clear membership strategy
    • Revision of member benefits
      • Different fee structure
      • Core + extras bundles
      • Added value options
  • Marketing & Research Successful campaigns have their foundations in clear and insightful research …
  • Task Group Objectives
    • Review previous campaigns
    • Review existing research & identify knowledge gaps
    • Acquire the insights which will form the platform of a refreshed campaign
    • To map the route forward to creating behaviour change with a fully integrated campaign strategy which drives change & expands the legacy market
  • Stage 1 – Research Review
    • Many hands made for inciteful understanding
    • Individual research outputs viewed and considered collectively
    • A similar story but the one brick wall …
  • Stage 2 – Breakthrough Research
    • We are pleased to announce that TNS Social have been commissioned to undertake key insight acquisition to inform our campaign strategy
    • Thinking of reviewing your strategy?
    • Timelines and deliverables
  • Next Steps …
    • Research Insights will inform:
      • Refreshed campaign strategy
      • Appointment of new strategic agency partner(s) who will execute your campaign
      • Behaviour change …
  • Question & Answer session
  • An alignment in legacy fundraising
  •