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Internal and external audiences: developing a strategy to engage hearts and minds | The future of engagement conference | 25 April 2018

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Alina O’Keeffe, engagement manager, Sands, the stillbirth and neonatal death charity

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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Internal and external audiences: developing a strategy to engage hearts and minds | The future of engagement conference | 25 April 2018

  1. 1. Internal and external audiences: Developing a strategy to engage hearts and minds Alina O’Keeffe Engagement Manager, Sands @Alina_OKeeffe The Future of Engagement Conference 25 April 2018
  2. 2. Intro & about Who’s in the audience?
  3. 3. What is “engagement”? Attention Participation Reaction Response Involvement Sharing
  4. 4. Sustainable engagementExposure • Number of new supporters • Raising awareness What does engagement mean for you? } • Not as an end goal • First step on the ladder
  5. 5. Sustainable engagementExposure What does engagement mean for you? } Single donation One off response Participation in a fundraising event Developing relationships between supporters and a cause Encouraging audiences to take a variety of actions over a period of time Two way communication that offers relevant opportunities to support the cause in different ways and at various times • Number of new supporters • Raising awareness • Not as an end goal • First step on the ladder
  6. 6. Sands engagement model • Integration, alignment and coordination of communications and content • Thematic approach reflecting strategic objectives and audience view • Internal engagement, as prerequisite for external engagement • User generated content
  7. 7. Engagement Planner: key benefits • Exploring synergies and breaking down silos • Information sharing • Consistency of message and channels • Supporter journey planning Roles: ✓ Audience owner ✓ Channel owner ✓ Content generators
  8. 8. Audiences Consumers of content
  9. 9. Who are your audiences? • Who are you aiming to influence and why • What are their motivations • Think, feel and do • Audience development strategy
  10. 10. ✓ Content is still King, but audience is Ace • Shift from developing content to making sustainable connections ✓ Segmenting audiences into lists and tailoring content for those lists is obsolete Demystifying audiences
  11. 11. Audience analysis • Map out who, what, how, when, where and why • Audience journeys through segments and changes in motivations over time • Manage (competing) expectations of different audiences and stakeholders • Differentiated experiences and relevant, timely messages of value help build trust and credibility • Avoid those who are not interested
  12. 12. Audience mapping • Identify your audiences’ influence, interest and importance • Analyse what their information needs are, frequency and preferred channels • Prioritise audiences and focus on those who will drive the campaign more effectively Tips: 1. Be specific. 2. Don’t do lists of ‘everyone who knows us’ 3. Put your beneficiaries and employees at the heart of your stakeholder strategy/map 4. Don’t use the same list of stakeholders every time - segment and update 5. Think carefully about categorisation as some may fall into multiple categories
  13. 13. • Communications strategy is an organisation-wide effort • Deeper audience engagement is only possible with strategic approach to communications • If you want your colleagues to change the way they think, feel and behave, approach the challenge in the same way you would with external stakeholders Holistic approach to engaging audiences
  14. 14. Sands volunteering strategy • 67% of those who have volunteered in the last 12 months say they donate to the same charities they volunteer at • They also donate 10x more money to charities than non-volunteers • Feel: valued and respected, supported and connected • Be: in the heart of the communities they support, ambassadors for Sands • Seen as: a great place to volunteer with a wide range of opportunities
  15. 15. Content & Experiences
  16. 16. • 25%-43% of the communications budget is spent on content • Only 23% of senior comms specialists feel they are producing the right information for the right audience (Source: Business2Community) Content • Conversion rates are six times higher (2.9%) for organisations using content marketing than those that aren’t (0.5%) (Source: Aberdeen Group)
  17. 17. What’s engaging content? • Personalised, timely, location-based experiences for each member of your audience • Shorter path to action, enhancing the experience and encouraging participation • Think and measure how your content affects your audiences, their choices & opinions Creating content for channels Focusing on creative content of messages Creating an experience for the audience, consumer of content Nourishing ongoing conversations Encouraging dialogue and impact
  18. 18. Audience Engagement Funnel 1. Hold the attention of the audience 2. Bind someone to do something 3. Use their influence to promote your cause 4. Offer something as backing to a cause 5. Maintain the relationships
  19. 19. Why bother? • Interactive content generates 2x more conversions than passive content (Kapost) • 30% of audience were more likely to donate after seeing someone share charity related content on social media • 20% said it inspired them to do something for charity themselves (Three & Movember) • Video outperforms other types of content - 57% of donors that give online watch a video before donating • The total amount given to charity increased to £10.3bn driven by fewer people giving more (CAF UK Giving 2018)
  20. 20. Channels Getting your message out
  21. 21. Platforms • 26% donations are made via websites, social media and apps in the UK (source: Three & Movember) • 66% of audiences want to be asked about their channel preference before communicating (source: experian.it)
  22. 22. Strengthening outreach • Availability • Be selective • Convenience • Interactivity • Integration • Insight Audience has max confidence in the message after it has been repeated 3-5 times. After that, repetition ceases to have the same effect & may reverse (Brinol, 2008) EngagementExposure
  23. 23. Considerations • Budget and evaluation • GDPR • FOMO (fear of missing out)
  24. 24. Conclusions • It’s all about them… • Innovation at heart of every charity's thinking • Communications represented at board level Everybody – staff and supporter alike – is a communicator on behalf of your organisation and cause
  25. 25. Alina O’Keeffe @alina_okeeffe The Future of Engagement Conference 25 April 2018
  26. 26. The Future of Engagement Conference 25 April 2018
  27. 27. The future of engagement: developing audience-centred strategies Sponsored by 25 April 2018 London #CCaudience
  28. 28. 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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