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

1. Tracey Pritchard, Head of Fundraising, Friends of the Earth
Michele Madden, Managing Director, nfpSynergy

2. What are we going to cover?
• Why
• How
• What next
• Q&A – discussion

3. ur Vision: A new, positive relationship between people and the environment

4. Introduction to Audience Strategy

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. 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. 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. Research consultancy for the not for profit
sector
8

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
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. 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. The results

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. 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. Prioritising Public Segments
Environmental engagementlow high
high
4
7
6
2
3
1
5

16. 7 High Level Segments
Passionate
Engagers
Disproportionally
Affected
Business
Influencers
Young People
Generous
Environmentalists
Political Decision
Makers

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. 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. 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

21. Plans for the future
 Recruitment strategies
 Supporter journeys
 Innovation
 Testing and monitoring
 Motivate the Laggards
 Targets

22. Lessons learned
 Top down
 Cross-organisational
 Imperfect process
 It’s your garden

23. Questions?

24. Tracey Pritchard, Head of Fundraising, Friends of the Earth
Michele Madden, Managing Director, nfpSynergy

25. 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