Dan Dufour, head of brand and engagement, The Good Agency; Natasha Dickinson, head of marketing and communications, RNIB 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. http://www.charitycomms.org.uk

1. Hello.
Identifying and reaching your
audiences

2. 7 steps and top tips
The only difference between
stumbling blocks and
stepping stones is the way
in which we use them.

4. 1. Identify which audiences you
have first

6. PCUK – gap in product offer by lifestage
0
50
100
150
200
250
300
20 30 40 50 60 70 80 90
Event
Cash
Active RG Cash
Active RG

8. 2. Then identify which audiences
you want

9. Our target audience – Meet Jenny

10. Audience fears
• Our Aware audience are
more at risk of eye sight
problems because of their
life stage
• They also have a deep rooted
fear of blindness, it ranks third
in their worst fears behind
cancer and dementia
• But whilst it is one of their
worst fears, blindness is not
something they have a great
deal of experience of
• They do not think it is likely to
happen to them and they don’t
see it very often

11. 3. Identify the right hook

12. Strong brands are known for doing one thing well
= Hope
= Support
= Search
= Whopper

13. Strong brands are famous for one thing
Supporting
independent
living
Creating an
inclusive
society
Preventing
sight loss
Being there when people need us

14. RNIB have the solution
RNIB Sight Loss Advisors provide support to people who have been
diagnosed with a sight-threatening condition and help them come to terms
with their sight loss.

16. 4. Make sure your brand is fit for
purpose

17. Awareness and Consideration to Support
Source: 2013 Charity Brand Index
0
10
20
30
40
50
60
70
80
90
100
Awareness
Consideration

18. Parent endorsement
brand
Family of brands
(Corporate)
Family of brands
(products and
services)
Business facing
branded products
ECLO
Group
Buildings, streets and
transport
Transcription
services
Information on the
equality act
Images, maps and
signs
Product design
Website accessibility
VILD
Research and
Evidence
The way we were presenting ourselves was confusing

19. The two organisations have different strengths and would
benefit from greater collaboration
RNIB: professional, authoritative and expert but old fashioned, distant and passive
Action for Blind People: friendly and dynamic but lacks gravitas and heritage that
brings confidence.

20. From… To…
Only for the blind
Distant and cold
Functional
Old-fashioned
Corporate
Informative
Rational
Non urgent
Low consideration
to support
For anyone affected by sight loss
Approachable and human
Compassionate
Progressive
Personal
Empathetic
Emotive
Urgent as well
Support

24. 5. Then plan your campaign
Strategy
Channel Mix
Case for Support
Creative

25. Campaign pillars
• Get support, give support
• Integration of marketing with fundraising, campaigning and services
• Develop valued and valuable relationships

26. Regional
hotspots or
Video on
Demand
(National)
Digital
Display
Radio
(National
with regional
up-weight)
Paid Search
Channel selection

27. DRTV
Transport media,
digital and search
Direct mail
(warm)
Channel selection

28. Radio – Classic FM
Video on Demand
Digital Display
Paid Search
8th April 28th April 30th May
DRTV
Campaign laydown
MP letter
Campaign
Member and volunteer comms
Services mailing
Comms and Social outreach
Direct response Outdoor
Homepage takeover

29. Every 15 minutes someone in the UK will be they’re losing their sight. The news
will change their lives forever. They’ll be unsure what the future holds. They’ll be
upset, shocked, even terrified. Isolation and depression can soon follow.
It doesn’t have to be this way. The right advice and support from the moment of
diagnosis can help people come to terms with losing their sight, take control of
their situation and find the strength to face the future.
But today only one in ten of these people will not be offered the specialist support
they need. Nearly half of our hospitals don’t offer counselling, or have sightloss
advisors on hand.
We need to be there for everyone who is losing their sight. With your support, the
RNIB’s sight loss advisors can be there for people from day one, to help them face
the future with confidence – not fear.
Campaign case for support

30. Feel:
It must be terrifying to lose your sight, especially if no-one’s there to
support you.
Think:
Losing your sight can have a devastating emotional and psychological
impact on someone, leading to isolation, depression and even suicide.
Do:
Support RNIB so they can be there for everyone who is losing their
sight, from the day they need it the most until the day when they do not
need us at all.
Engagement

31. 6. Be ready with a Good journey

34. 7. Evaluation for learning and
renewal

35. Headline measures
Marketing
– Awareness
– Understanding
– Uniqueness/Differentiation
– Relevance
– Consideration to support
– Personality
• By audience segment and region
• And in comparison to competitors over time

36. Fundraising
– Acquisition through direct response
– Convertion to regular givers at an average cost per acquisition
‘CPA’
– Raise £XXXk from warm appeal in 2014
– Total income over five years
Headline measures

37. The only difference between
stumbling blocks and
stepping stones is the way
in which we use them.
Top Tips

38. Over to you
Any questions?

39. 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