Good bites on events 14 09 10 final
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Good bites on events 14 09 10 final

on

  • 445 views

Want to directly influence your supporters’ behaviour? Give them an ongoing sense of belonging, helping them to feel part of something special, and you can. From fundraising and spreading the word ...

Want to directly influence your supporters’ behaviour? Give them an ongoing sense of belonging, helping them to feel part of something special, and you can. From fundraising and spreading the word to turning up and getting involved year-on-year, emotional experiences drive decision-making.

Simple in theory, yet all too often charities leave their supporters feeling isolated by delivering process-driven supporter journeys, without due consideration for why people choose to support their valuable cause over thousands of others.

With events and community fundraising major income generators for charities, it goes without saying that it is important to get this bit right. Charities need to deliver contact strategies that win (and keep) the hearts as well as minds of its supporters, in order to reap long term financial benefits.

Statistics

Views

Total Views
445
Views on SlideShare
445
Embed Views
0

Actions

Likes
0
Downloads
3
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Good bites on events 14 09 10 final Presentation Transcript

  • 1. Welcome and introduction Chris Norman, Strategy DirectorIn association with:
  • 2. Charity events have come of age• Significant growth in charity events over the last 10 years – increasingly difficult to recruit committed givers led to increased investment in events – Change in the desires of prospects The valley of death Susan Supporter Dorothy Donor 2010 – Brand led charities – Success of events (over 15-20% of the largest charities income) has led to smaller charities investing in events
  • 3. But we face some serious challenges• Commercial brands in our territory – Nike, Ben and Jerry’s, Red Bull, Innocent, Cadbury, Doritos• BBC charity events• Greater competition within the sector• Evolving to reflect the desires of the ‘new’ generation of supporters Baby Boomers, Gen X, Gen Y, Millennials Susan Supporter Dorothy Donor 2010
  • 4. Success depend on understanding the world we work in “Over the last 50 years the economic base has shifted from production to consumption. It has gravitated from the sphere of rationality to the realm of desire; from the objective to the subjective; to the realm of psychology” New York Times February 2000
  • 5. Charity events happen in the real world New economy Old Economy Experience economy Product economy Fast development to market Slow development to market Focus on brands and emotions Focus on production and process All about connections and All about numbers relationships Driven by need Driven by desireCorporate brands Less about product more about emotional connections and long term relationships with the brand based on values Some Charity brands More about product and the process of extracting money and time through a transactional relationship
  • 6. A future based on connections and relationships • Attract past and prospective participants through emotional connections with the event, the brand and the cause – Grow, or launch, in a more competitive market • Maximise income and retention through meaningful and valued relationships for the whole journey and beyond – Increase repeat participation – Deepen involvement – Increase average income per participant – Increase influence of participants on their peer group to take part or support the event
  • 7. Participant’s emotions 1996Signing up Pre event Post eventExcited Excited RelievedInspired Isolated/lonely AchievementMoved Nervous FatiguedDetermined Determined HarassedEnergised Intimidated DeflatedMotivated Overwhelmed Overwhelmed Confused
  • 8. Participant’s emotions 2009Signing up Pre event Post eventExcited Excited RelievedInspired Isolated/lonely AchievementMoved Nervous FatiguedDetermined Determined HarassedEnergised Intimidated DeflatedMotivated Overwhelmed Overwhelmed Confused
  • 9. Evolving connections and relationships “It is my duty “I will feel good to give to being involved DESIRE charity” with X charity”NEEDS Cultural Meaning Emotional Loyalty relevance connection = “X charity is a modern “X charity can also dynamic brand reflecting guess my other needs me and my life” when it come to supporting a cause” I need it I want it I will take it I will take more
  • 10. •••
  • 11. • o ! "! o # ! ! $! % & o % &• ( ! !
  • 12. • ! ) " ! ! ! ! ! !• ! ! $ ! )! ! $
  • 13. !• * ! + !) ") ! ! ! ! ! ! , ! ) o - ! o ./ 0 ! o *! ! 1 ) $ , o 2 ) ! ) ) ! o 3 ! ! ! ! !• 4 ! + ! ! ! , 56 !
  • 14. " # $ 7 + 7 ) !2 ! #!" 8 9 , ! 9! ,: ! 9 9!;9< ! ! 9
  • 15. " # $ 7 + 7 ) !2 ! #!" 8= ! ! ! 9> ! 9 !?9 3 ! ! 9! / 9!! ! 9 : ! 9 $
  • 16. %&( &( ) ! ! @; ! ! !@ !=1 :1 ;:A ! ;A !. ! ! ?A . ! ! ?A.) ! B B $;A
  • 17. The emotional connection – every step of the wayCancer Research UK Race for Life Natasha Samek, Planner
  • 18. “If you could bottle the day’s experience you’d make a fortune. A unique balance of remembrance and celebration.”
  • 19. But there’s much more to the race experience thanthe day
  • 20. The sum of all these brand connections create thelasting impression of Race
  • 21. Process-driven journey lacking in emotionalconnection: dampening spirit of Race for Life brand
  • 22. At what cost? • Perceived as a once in a lifetime event: no need to take part every year • Key barrier to entry (sponsorship) amplified • Energy and excitement lost – significant effort (and cost) required to re- energise in following year • Not addressing (industry) decline in sponsorship rates • Lack of loyalty – limited protection against new competitors
  • 23. Solution: inject emotion throughout Race for Life BELONGING EXCITEMENT CELEBRATION FUN EMPATHY Emotionalengagement And continue the journey! Time
  • 24. Moving from… Supporter Supporter JOURNEY EXPERIENCE Focus on driving Focus on efficiency of emotional connection process and relationship Race for Life - on one Race for Life – for life day
  • 25. And ultimately growing retention, recruitment andrevenue• Addressing key barriers and strengthening motivations to repeat participation: – Belonging – enhancing sense of community – Creating personal relationship between Race for Lifers and the brand – Sense of loyalty• Heightened motivation to fundraise, bring supporters, recruit, others• Talkability!! – WOM key driver of recruitment• Merchandising and sponsorship opportunities• Brand extensions
  • 26. Reliving the emotion of the day: Race newsletter
  • 27. Demonstrating genuine thanks: video viral
  • 28. Human values and motivations Jules Cooper MD and Lead Trainer Jules Cooper Ltd.
  • 29. 5 steps to building emotional connections andrelationships with your audience• From donors to people – Donors transact, people have emotional desires• From product to experience – Products fulfil needs, experiences fulfil desires• From identity to personality – Identity of recognition, personality is character and charisma• From communication to dialogue – Communication is telling, dialogue is sharing• From service to relationship – Service is selling, relationship is acknowledgement and respect
  • 30. Good Bites…on events Any questions?In association with: