An integrated approach to audiences. Audience first conference, 16 July 2014

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Tracey Pritchard, head of fundraising and supporter development, Friends of the Earth; Michele Madden, managing director, nfpSynergy

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An integrated approach to audiences. Audience first conference, 16 July 2014

  1. 1. Tracey Pritchard, Head of Fundraising, Friends of the Earth Michele Madden, Managing Director, nfpSynergy
  2. 2. What are we going to cover? • Why • How • What next • Q&A – discussion
  3. 3. ur Vision: A new, positive relationship between people and the environment
  4. 4. Introduction to Audience Strategy
  5. 5. Our Expectations Deliverables • Increase audience insight • Improve targeting • Introduce new ways for people to get involved Outputs • Audience strategy • Segmentation model • Implementation plan
  6. 6. Principles • Cross – organisational • It is not the answer to everything • Be pragmatic • Start the thinking from ‘audiences’ • And later, create products/offers • It won’t replace more specific comms • Aiming for no more than 7 segments • It is not exhaustive – but it is prioritisation • It will guide us for 3-5 years • Directorate priority is income generation
  7. 7. The Project Phase 0 – Set up Phase 1 - Scoping Phase 2 – Market Research Phase 3 – Decision on high level segments Phase 4 – Strategy and Implementation
  8. 8. Research consultancy for the not for profit sector 8
  9. 9. Sample • Fieldwork conducted in May/June 2012 • Questionnaire supporters and local group members through an Online and Postal Survey • 13% response rate • Sample narrowed down to 1,532 respondents based on those who answered all golden questions from the segmentation and key demographic questions • General public research through an online panel, sample of 3,000 9
  10. 10. 10 Social grade profile Please indicate which one of the following best describes the occupation of the chief income earner in your household? Prompted and coded ex-post Base: 3,000 adults 16+, Britain (excluding Scotland), 1532 Friends of the Earth Supporters Source: Friends of the Earth/nfpSynergy, May -12/Jun-12 70% 59% 30% 40% FOE supporters General Public ABC1 C2DE Mean household income: General public £31,648 FoE supporters £38,961
  11. 11. 70% 59% 30% 40% 7% 11% 32% 23% 14% 6% 4% 8% FOE supporters General Public Employed full time Employed part time Not in paid work Retired Self-employed Student Other 11 Working status Base: 3,000 adults 16+, Britain (excluding Scotland), 1532 Friends of the Earth Supporters Source: Friends of the Earth/nfpSynergy, May -12/Jun-12 What is your working status?
  12. 12. The results
  13. 13. 7 Public Segments Base: 3,000 adults 16+, Britain (excluding Scotland) Source: Friends of the Earth/nfpSynergy May-12 11% 16% 16% 11% 11% 16% 20% 1. Passionate engagers 5. Generous Environmentalists 6. Animal lovers 7. Disgruntled deniers 2. Early learners 4. Unreachable apathetics 3. Butterflies
  14. 14. Key Segments General Public vs. FOE supporters Base: 3,000 adults 16+, Britain (excluding Scotland); 1, 532 FOE supporters Source: Friends of the Earth/nfpSynergy May-12 14 15% 5% 2% 1% 76% 2% 1% 87% 16% 14% 11% 11% 16% 20% 1 - Passionate engagers 2 - Early learners 3 - Butterflies 4 - Unreachable apathetics 5 - Generous environmentalists 6 - Animal lovers 7 - Disengaged deniers FOE supporters General Public
  15. 15. Prioritising Public Segments Environmental engagementlow high high 4 7 6 2 3 1 5
  16. 16. 7 High Level Segments Passionate Engagers Disproportionally Affected Business Influencers Young People Generous Environmentalists Political Decision Makers
  17. 17. Next steps • Integrating into overall Communications Strategy • Internal communication and induction & central resource library • Integration into all planning processes • Recruiting “audience champions” and a “community of best practice” • Working with nfpSynergy on practical application • Clarifying success measures for monitoring progress
  18. 18. Audience Sub- communities Devise how to map/ co-ordinate activity Internal contact/expert Manage/ develop portfolio of activity Develop skills/share learning & response rates etc Test/develop supporter journeys Set KPIs and report against them
  19. 19. Passionate Engagers Engagement Area Quarter 1 (Jun – Aug 13) Quarter 2 (Sep 13 – Nov 13) Quarter 3 (Dec 13 – Feb 14) Quarter 4 (Mar 14 – May 14) Fundraising * activity focuses primarily on this segment HNWI breakfast and dinners and piggybacking other events. Bee ads/Bee saver kits – multichannel Bee events eg Chelsea B&Q shop f2f Partner-a-campaigner* Street f2f all year Picture the earth * Ecards Green Film Fest Membership review Video FDEV event tbc Bee saver kits Kurt Jackson event Bee events Private sites Polar Bear * Hokey Cokey* Communications Wilderness* FESTIVALS* Ad words Big picture story Earthmatters online Prog activities * Knowledge donations Silicon roundabout experts Programmes online Big Give BGBR * Activism Organisers (across q) (particularly young ones) Events programme –incl. regional Starting new groups Campaign hubs Year 1: Mapping activity to audiences
  20. 20. Plans for the future  Recruitment strategies  Supporter journeys  Innovation  Testing and monitoring  Motivate the Laggards  Targets
  21. 21. Lessons learned  Top down  Cross-organisational  Imperfect process  It’s your garden
  22. 22. Questions?
  23. 23. Tracey Pritchard, Head of Fundraising, Friends of the Earth Michele Madden, Managing Director, nfpSynergy
  24. 24. 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

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