How to identify or develop a values framework and apply it to your audiences
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Cian Murphy, research director, nfpSynergy 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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How to identify or develop a values framework and apply it to your audiences
- 1. Valuable support How values impact on charitable engagement Cian Murphy March 2020 cian.murphy@nfpsynergy.net
- 2. 2 Session outline • Do values matter? • How can we measure values? • Looking at an example values model • Tailoring messaging to values • Tailoring channel to values
- 3. 3 What do we mean by values?
- 7. 7 How can we measure values?
- 8. 8 Plenty of models • Theory of Basic Human Values – Schwartz • Values Modes – Cultural Dynamics • Valued Living Questionnaire • Personal Values Assessment
- 9. 9 The Theory of Basic Values Universalism Benevolence Tradition SecurityPower Achievement Hedonism Stimulation Self-Direction Conformity
- 10. 10 One (very simple) way of segmenting the public by values
- 11. 11 What does the British public value? 0.62 0.55 0.49 0.34 0.18 -0.10 -0.44 -0.51 -0.62 -0.78 Benevolence Universalism Security Self Direction Tradition Conformity Hedonism Stimulation Achievement Power Source: Charity Awareness Monitor, Jan 20, nfpSynergy | Base: 1,000 adults 16+, Britain
- 12. 12 Public can be broken into five groups 26% 26% 29% 10% 9% Universalists Benevolents Conservationists Self-Enhancement Openness Source: Charity Awareness Monitor, Jan 20, nfpSynergy | Base: 1,000 adults 16+, Britain
- 13. 13 These groups are concerned about different things 22% 9% ↓ 17% ↑ 31% 24% ↑ 26% 23% 12% 36% ↑ 16% 38% ↑ 28% ↑ 11% 21% ↓ 14% 21% 12% 9% 23% 17% 23% 15% 11% 27% 20% Terrorism Negative impacts of immigration to the UK Austerity in Britain Homelessness Economic inequality in the UK Universalists Benevolents Conservationists Self-Enhancement Openness Source: Charity Awareness Monitor, Jan 20, nfpSynergy | Base: 1,000 adults 16+, Britain “Thinking about the following issues, please select up to five that you are most concerned about.” 24% 46% ↑ 57% 6% 22% 36% 66% ↑ 2% ↓ 22% 34% 59% 5% 9% ↓ 33% 40% ↓ 14% ↑ 16% 34% 57% 5% Provision of social care Climate change Quality of NHS services Don't Know
- 14. 14 Different values drive different causes 44% 40% 31% ↑ 29% 27% ↑ 13% ↑ 13% ↓ 49% ↑ 40% 27% 38% ↑ 14% ↓ 7% 21% ↑ Cancer Animals Homelessness and social welfare Children and young people Environment and conservation Overseas aid and development UK Armed Forces Universalists Benevolents Source: Charity Awareness Monitor, Jan 20, nfpSynergy | Base: 1,000 adults 16+, Britain “When you think about your favourite charities, which category do they fall into?”
- 15. 15 Values bring people to charities through different routes 40% ↑ 40% 31% 13% 10% 8% 27% 44% ↑ 33% ↑ 13% 11% 8% I feel strongly about a number of issues so I looked for charities that address these Events in my life led me to decide certain charities are important to me Personal experience of particular charities led me to admire them Media coverage helps me identify causes/charities to support I know someone who works for the charity, I respect them and so I believe the charity does good work I have supported certain charities simply because they asked me to Universalists Benevolents Source: Charity Awareness Monitor, Jan 20, nfpSynergy | Base: 1,000 adults 16+, Britain “When you think about your favourite charities, please indicate which statements represent how you came to support them.”
- 16. 16 Where does this room fit in? • Go to https://tinyurl.com/CharityCommsValues • Or use this QR code:
- 17. 17 Tailoring message to values
- 18. 18 Tailoring your messaging Your values Audience values Audience values Audience values Your audiences Messaging
- 22. 22 Tradition – Sainsburys & TRBL
- 23. 23 Security – British Red Cross
- 24. 24 Power – Fortis Healthcare
- 25. 25 Achievement – Cancer Research UK
- 29. 29 Tailoring channel to values
- 31. 31 Discussion
- 32. 32 2-6 Tenter Ground Spitalfields London E1 7NH www.nfpsynergy.net +44 (0)20 7426 8888 insight@nfpsynergy.net nfpsynergy nfpsynergy nfpsynergy Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH. Registered in England No. 04387900. VAT Registration 839 8186 72
- 33. 5 March 2020 Conference: Changing hearts and minds: social science insights for communicators
- 34. 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