Integrated KPIs. Stats that matter workshop.

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Norma Gerrard, marketing manager - donor recruitment and Sarah Vickery, marketing manager - donor development and acquisition, RSPCA

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Integrated KPIs. Stats that matter workshop.

  1. 1. SARAH VICKERY NORMA GERRARD Case Study 2 : Integrated KPIs
  2. 2. Integrated communications support the overall building of your charity’s brand, and acknowledge that your supporters will come into contact in different ways. Setting shared KPIs can help support the development of integrated communications, boosting the impact of your communications across the board
  3. 3. Today… • A bit about us… • What is integration? • Integration at RSPCA • Everyday Heroes campaign case study • Where to start? 10 things you can do to integrate better
  4. 4. A bit about us ...
  5. 5. Our mission… • It's our vision to work for a world in which all humans respect and live in harmony with all other members of the animal kingdom.
  6. 6. Rescue, rehabilitate, rehome • 507 RSPCA Inspectors • 68 Animal Centres & 4 Wildlife Centres • Over 170 Branches • 4 Animal Hospitals • Freedom Food • Campaigning • 4th Emergency Service
  7. 7. What is integration ?
  8. 8. What is integration? Wikipedia: ‘the act or process of making whole or entire’
  9. 9. What is integration? Aristotle ‘the whole is greater than the sum of all parts’
  10. 10. What is integration?
  11. 11. Integration at RSPCA
  12. 12. Integration at RSPCA Multiple everything!!
  13. 13. Everyday Heroes Campaign Case Study
  14. 14. Everyday Heroes Case Study • Long-term drive • Engage the public directly to take personal responsibility & action for animals • Provoke urgent action, including donating • Involve all communities and individuals “WE ALL HAVE A RESPONSIBILITY AND OPPORTUNITY TO BE HEROES FOR ANIMALS AT IN WINTER – WE NEED YOUR SUPPORT URGENTLY“
  15. 15. Everyday Heroes Case Study
  16. 16. Who were we talking to?
  17. 17. Who was involved? Everyday Heroes Campaign Fundraising: Community Fundraising: Donor Recruitment Fundraising: Donor Development Fundraising: Legacies Fundraising: Major Donors Press Digital Media Internal Comms. Campaigns Inspectorate Animal Centres Prosecution Dept Companion Animals Science Business Intelligence
  18. 18. "a set of quantifiable measures used to gauge or compare performance in terms of meeting strategic and operational goals” Targets & Objectives … Specific Measurable Attainable Realistic Timely SMART
  19. 19. Targets & Objectives… Cash income Regular giving income Net incomeNew donors recruited Response rate Cost per response Average gift ROI Conversions Engaged stakeholders Branch engagement Community fundraising pack requests Regional media coverage National media coverage YouTube views YouTube shares Use of #animalhero Increase in engaged users Increase in reach Traffic to rehoming site Actions taken Campaign survey response
  20. 20. Targets & Objectives…
  21. 21. How did the audience experience it? • Press Releases & TV Interviews • PSMS Train, Tube, Press, FB Advertising • Social , Digital & Campaigning • Direct mail • Schools, Branches & Community
  22. 22. Results…
  23. 23. What did we we learn? • Don’t forget what works for your area – i.e. warm & cold aren’t necessarily the same • Common theme - not just imagery & colour palette • Is integration always right?
  24. 24. What did we we learn? • More aligned and understanding each others challenges and opportunities • Better energy and communication • RSPCA Week – take forward learnings for better integration • Improved working processes – sign offs and joint meetings
  25. 25. 10 things you can do to integrate better
  26. 26. 10 things for better integration 1. Plan ahead! 2. Create working group 3. Agree a common theme 4. One size won’t fit all 5. SMART KPIs
  27. 27. 10 things for better integration 6. Align KPIs with strategy 7. Share KPIs 8. Map supporter journeys & scenario plan 9. Plan, implement & review collectively 10. Keep talking!!
  28. 28. Thank you!

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