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Audience-centred strategy: why and how? | The future of engagement conference | 25 April 2018

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Tracy Griffin, director of marketing, fundraising and communications, Scope, and Joe Barrell, director and Sarah Fitzgerald, consultant, Eden Stanley

Visit the CharityComms website to view slides from 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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Audience-centred strategy: why and how? | The future of engagement conference | 25 April 2018

  1. 1. Why tuning in to your audience is everything Joe Barrell Produced for The right wavelength
  2. 2. The right wavelength • Why tuning in to your audience is everything Why does this matter now? Media is (still) fragmenting You can’t reach everyone Some audiences matter more to you than others Frequency matters Trust is everything Engagement works better when you work together Audiences are changing Regulation is tightening 2 3 1 4 5 6 7 8 “Often in the sector we’re talking to the people who are ‘most like us’ – closest to us. We tend to over-estimate the knowledge and understanding that people have of our issues. That matters if huge swathes of a population see things differently, whether we’re working on the environment, human rights, or any just cause. We need to know what our audiences think, and we need to know how to engage them.” Nicky Hawkins, Communications Strategist, FrameWorks Institute Produced for
  3. 3. The right wavelength • Why tuning in to your audience is everything Produced for 300hours of YouTube video uploaded every hour to active YouTube channels 50m 29mFacebook groups in the UK alone 1 Media is (still) fragmenting
  4. 4. The right wavelength • Why tuning in to your audience is everything Produced for 2 You can’t reach everyone Sky £175m Wickes £13m BT £11m Wilko £11m Cotton Traders £20m Viking River Cruises £9m Dyson £15m Oct 16 - Sept 16 UK media spend
  5. 5. The right wavelength • Why tuning in to your audience is everything Produced for 3 Some audiences matter more to you than others Have supported Would consider supporting Would not consider supporting Addressable audience size by charity category From Eden Stanley’s charity trackers. Fieldwork January to March 2018. N=3,086 UK adults. Cancer Hospitals hospices Heart disease research Mental health Older people Disability Children/young people Blind/visually impaired Deafness/hearing loss Animal welfare Wildlife and conservation Homelessness/housing Military/war veterans Environment Human rights (in the UK) Overseas emergency relief Human rights (international) The arts/national heritage Overseas development Religious groups 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  6. 6. The right wavelength • Why tuning in to your audience is everything Produced for 4 Frequency matters “Repetition also increases (for a while) the authority and believability of what you have to say. Listeners go from awareness of the message to understanding to trust. Yes, the step after that is annoyance, which is the risk the marketer always faces.” Seth Godin, author of Permission Marketing Re ach Fr equency
  7. 7. The right wavelength • Why tuning in to your audience is everything Produced for 5 Audiences are changing When considering supporting a charity, I look for evidence that the charity is making a difference From Eden Stanley’s charity trackers. Fieldwork 2016-2018. N=21,000 UK adults. 18–24 64% 61% 25–34 59% 35–44 55% 45–54 62% 55–64 65% 65+ Age group
  8. 8. Produced for 6 Regulation is tightening The right wavelength • Why tuning in to your audience is everything
  9. 9. The right wavelength • Why tuning in to your audience is everything Produced for 7 Engagement works better when you work together “If there’s one thing above all that makes public engagement strategies fail, it’s when internal teams work in isolation and claim ownership of their audiences. It’s ridiculous when you think about it, isn’t it? We have to do better than that, and consider our audience needs ahead of our job titles.” Tracy Griffin, Executive Director of Marketing, Fundraising and Communications, Scope communciations fundraising
  10. 10. The right wavelength • Why tuning in to your audience is everything Produced for 8 Trust is everything “One of the big questions for the sector at the moment is how we engender more trust into our audiences and what is the role of communications in doing that?” Tracey Pritchard, Executive Director of Engagement, Prostate Cancer UK Support and consideration to support (average across 20 charity categories) From Eden Stanley’s charity trackers. Chart shows average scores for support and consideration to support, across 20 categories tracked. The line gives three-month moving averages of 3,000 UK adults. 71% 70% 69% 68% 67% 66% 65% 64% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2016 2017 2018
  11. 11. Finding Scope’s audiences
  12. 12. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences | Introduction Everyday Equality Scope’s strategy 2017-2022
  13. 13. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences Scope’s approach to data Disparate Multiple sources Some good practice Inconsistent
  14. 14. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences Finding Scope’s audiences 5 Test against existing base 6 Identify target segments and sub-segments 7 Understand how to engage 8 Implement 1 Capture knowledge and assumptions 2 Explore internal data 3 Survey existing contacts and wider population 4 Cluster modelling based on drivers
  15. 15. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences Finding Scope’s audiences 5 Test against existing base 6 Identify target segments and sub-segments 7 Understand how to engage 8 Implement 1 Capture knowledge and assumptions 2 Explore internal data 3 Survey existing contacts and wider population 4 Cluster modelling based on drivers
  16. 16. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences The role of public audiences Customer Supporter Multiplier Attitude change target
  17. 17. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences What’s driving engagement? Demographics Lifestages Proximityto disability Attitudeto cause Brand propensity Charity attitudes Charity behaviours Media behaviours
  18. 18. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences What’s driving engagement? Demographics Lifestages Attitudeto cause Brand propensity Charity attitudes Charity behaviours Media behavioursProximityto disability
  19. 19. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences Our proximity scale Scale % of UK popn Description A 16% People that self-identify as ‘disabled’ B 17% People that don’t identify as ‘disabled’ but have an impairment or illness, with a ‘moderate or greater’ impact on life, that our data shows usually predicts self-identification as ‘disabled’. C 10% People that are neither disabled, nor have an impairment or illness with ‘moderate or greater’ impact, but have a very high proximity to people that do. D 6% These groups comprise people like those in group C, but with decreasing levels of proximity to people likely to identify as ‘disabled’. E 10% F 6% G 10% H 6% I 19% People with zero proximity to people categorised as A or B (above).
  20. 20. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences Proximity predicts support A B C D E F G H I Health disability charity engagement Income, socioeconomic group and age 70% 60% 50% 40% 30% 20% 10% 0% Proximity Index A B C D E F G H I Proximity Index 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Have supported a health or disability charity Donated £50 in the past 12 months Signed a petition in past 3 years Household income over £20K ABC1 Aged under 35
  21. 21. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences Three addressable audiences 24% Parents under pressure 20% Self discoverers 17% Seasoned pragmatists 38% Non-addressable audience UK adults
  22. 22. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences Sub-segments Parents under pressure Self discoverers Seasoned pragmatists Supporters Advocates Supporters Customers Multipliers Customers Attitude change targets
  23. 23. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences Engaging these audiences A spirit of optimism Uniting two worlds Fear of judgement Limits of the social model Two lenses on equality
  24. 24. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences Using the segmentation Like the rest of the sector, we have challenges that the segmentation and insights will help us overcome: Cost and need External climate – GDPR Finding sustainable approaches to income generation
  25. 25. @ 2017 Eden Stanley Limited. This data is for use by Scope and its subcontractors, and is subject to terms and conditions as supplied. Finding Scope’s audiences Impact Informing new brand Monitoring and tracking across Scope Developing and adding further insights Everyday Equality Scope’s strategy 2017-2022
  26. 26. Learning
  27. 27. Thank you
  28. 28. The future of engagement: developing audience-centred strategies 25 April 2018 London #CCaudience Sponsored by
  29. 29. Visit the CharityComms website to view slides from 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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