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Can you diversify your audience without losing your existing core andrew gilruth - wct

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  • 1. Can you diversify youraudience without losing your existing core?IoF Supporter Care and Stewardship ConferenceICO Conference CentreFriday 21st September
  • 2. Duplication (123,000)Field Sports CountrysideEnthusiasts Lovers(1,093,000) (2,374,000) Trust Members (TGI: 29,000 Actual: 22,000)
  • 3. • Support for a name change may be much higher than anticipated• External recognition of change may take longer than envisaged
  • 4. • Make sure you have sufficient budget to accommodate the wider audience• If you find that you are “watering down” existing printed and online content to “accommodate” the broadening you may have taken the wrong route
  • 5. • Market research should give you the clear direction of travel• Prepare yourself for relentless scrutiny of that research
  • 6. New Strategic Plan• Game conservation as a force for good for conservation• conservation through wise use• three, reasonably distinct, phases of work: – Research ecology & biology of game species. – Broadening other species, habitats and flora & wildlife friendly farming. – wider biodiversity consequences of game management.
  • 7. • If your aims are clear, the majority will stick with you all the way• A vocal minority may voice concerns; did they before?
  • 8. Performance 2007-2011 Subscriptions No. of subscriptions - Jan 2007 21,599 No. of subscriptions - Dec 2011 18,597 Growth - 14%
  • 9. • 80:20• Some say you should spend the vast majority of your time preparing the ground• I would put it higher

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