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Can you diversify your audience without losing your existing core andrew gilruth - wct
1. Can you diversify your
audience without losing
your existing core?
IoF Supporter Care and Stewardship Conference
ICO Conference Centre
Friday 21st September
2.
3.
4.
5.
6. Duplication
(123,000)
Field Sports Countryside
Enthusiasts Lovers
(1,093,000) (2,374,000)
Trust Members
(TGI: 29,000
Actual: 22,000)
7.
8. • Support for a name change may be
much higher than anticipated
• External recognition of change may
take longer than envisaged
9.
10. • Make sure you have sufficient
budget to accommodate the wider
audience
• If you find that you are “watering
down” existing printed and online
content to “accommodate” the
broadening you may have taken the
wrong route
11.
12.
13.
14. • Market research should give you the
clear direction of travel
• Prepare yourself for relentless
scrutiny of that research
15.
16.
17.
18. New Strategic Plan
• Game conservation as a force for good for
conservation
• conservation through wise use
• three, reasonably distinct, phases of work:
– Research ecology & biology of game species.
– Broadening other species, habitats and flora
& wildlife friendly farming.
– wider biodiversity consequences of game
management.
19.
20. • If your aims are clear, the majority
will stick with you all the way
• A vocal minority may voice
concerns; did they before?
21. Performance 2007-2011
Subscriptions
No. of subscriptions - Jan 2007 21,599
No. of subscriptions - Dec 2011 18,597
Growth - 14%
22. • 80:20
• Some say you should spend the
vast majority of your time
preparing the ground
• I would put it higher
