Ginette Tessier, RNLI, and Andrew Sawkins, Prescient Brand development conference www.charitycomms.org.uk/events

1. Building deeper relationships with
supporters
Andrew Sawkins, Managing Director
Ginette Tessier, Head of Insight & Performance

8. R ü
Recency – how long ago?
F ü
V ü
Frequency – how often?
Level of commitment?
Value – of relationships?
Number how much?
Propensity to give more / less?
Propensity to change giving type?
Length, type and frequency of
contacts?

9. RFV Score
4
3
5
2
1
Level of
engagement

11. Lifestages
Clusters

19. RFV Score
‘Active givers’
5
4
3
2
1
Level of
engagement

20. Active givers
Highly engaged
Frequent support
Multiple contacts
RNLI main charity
Personal responsibility
RNLI ‘essential’
Emotional response
Ad hoc behaviour
Multiple charities
Connected to people
Support for volunteers

21. 1
2
3
4
5
6%

23. Building deeper relationships with
supporters
Andrew Sawkins, Managing Director
Ginette Tessier, Head of Insight & Performance