Lindsay Herbert - A British Heart Foundation Case Study

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The document discusses how organizations can use digital tools to adapt to evolving audience needs and maintain competitive advantage. It outlines how the British Heart Foundation analyzed its supporter needs and culture to transform its digital strategy. The BHF found that supporters felt unengaged because they found it difficult to donate, lacked advice and support, disliked direct mailers, and didn't feel valued. To address this, the BHF revamped its culture to prioritize supporter experience and better understand changing needs through data analysis.

Marketing

SX SURVIVAL
OF THE FITTEST
HOW THE BHF IS USING DIGITAL TO WIN
COMPETITIVE ADVANTAGE.
LINDSAY HERBERT,
GLOBAL HEAD OF DIGITAL
ON THE EDGE LIVE
8 OCTOBER // 2014
@lindzeiy @precedentcomms #precsem

WHY DO
WE EXIST?
@lindzeiy @precedentcomms #precsem

HIERARCHY OF
HUMAN NEEDS:
@lindzeiy @precedentcomms #precsem

HIERARCHY OF
HUMAN NEEDS:
TO THRIVE WE WANT
SELF ESTEEM AND
SSOOCCIIAALL AACCCCEEPPTTAANNCCEE
TO SURVIVE WE WANT
WEALTH, SECURITY AND
PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem

WHY DO
YOU EXIST?
@lindzeiy @precedentcomms #precsem

MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
@lindzeiy @precedentcomms #precsem

EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
@lindzeiy @precedentcomms #precsem

EVERY ORGANISATION
STARTS OUT BY MEETING
THE NEEDS OF ITS AUDIENCES.
TTIIMMEE GGOOEESS OONN..
NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem

T H E P E R C E P T I O N
OUR SUPPORTERS
ARE DISLOYAL.
@lindzeiy @precedentcomms #precsem

T H E T R U T H
OUR SUPPORTERS
ARE UNENGAGED.
@lindzeiy @precedentcomms #precsem

T H E T R U T H
✱ They can’t donate easily.
So they don’t give more.
✱ They can’t find advice or support.
So they don’t fundraise.
✱ They hate all the direct mail.
So they don’t refer others.
✱ They can’t see where money goes.
So they warn others.
✱ They don’t feel valued or listened to.
So they never come back.

T H E T R U T H
OUR SUPPORTERS
ARE UNENGAGED.
OUR CHARITY IS AT
RISK.
@lindzeiy @precedentcomms #precsem

HOW FIT ARE YOU
TO SURVIVE CHANGE?
@lindzeiy @precedentcomms #precsem

RATING YOUR
SX FITNESS LEVEL:
ENDANGERED EXPOSED CONTENDER CHAMPION
@lindzeiy @precedentcomms #precsem

HOW DID BHF
ADAPT TO ITS
SSUUPPPPOORRTTEERRSS’’
NEEDS?
@lindzeiy @precedentcomms #precsem

CULTURE
ANALYSIS
RRAATTIIOONNAALL
EMOTIONAL
@lindzeiy @precedentcomms #precsem

CULTURE
ANALYSIS
RRAATTIIOONNAALL
EMOTIONAL
HOW YOU VALUE YOUR SUPPORTERS.
@lindzeiy @precedentcomms #precsem

CULTURE
ANALYSIS
RRAATTIIOONNAALL
EMOTIONAL
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem

CULTURE
ANALYSIS
RRAATTIIOONNAALL
EMOTIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE REST.
@lindzeiy @precedentcomms #precsem

CULTURE
ANALYSIS
RRAATTIIOONNAALL
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR SUPPORTERS.
@lindzeiy @precedentcomms #precsem

HOW TO
CARE
WWIITTHH DDIIGGIITTAALL..
@lindzeiy @precedentcomms #precsem

C A R E
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
HOW YOU VALUE YOUR SUPPORTERS.
@lindzeiy @precedentcomms #precsem

W H Y D O Y O U E X I S T ?
“ To provide our customers
with the most convenient
access to media entertainment.”
@lindzeiy @precedentcomms #precsem

W H Y D O Y O U E X I S T ?
“ To win the fight against
heart disease.”
@lindzeiy @precedentcomms #precsem

C A R E
IF YOU’RE ENDANGERED,
START WITH:
CULTURE
✱ Include Supporter Experience in your strategic plan.
✱ Use feedback and trends to inform decisions.
✱ Tie staff appraisals to SX targets.
✱ Invest in ways to solve SX issues.
@lindzeiy @precedentcomms #precsem

C A R E
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
HOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem

C A R E
IF YOU’RE EXPOSED,
START WITH:
ANALYSIS
✱ Engage users to understand changing needs.
✱ Collate touch point data into a Single Customer View.
✱ Compare past behaviour to current, for trends.
✱ Check marketing matches actual experiences
and monitor its effectiveness.
@lindzeiy @precedentcomms #precsem

C A R E
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
HOW YOUR CORE OFFER STACKS UP
TO THE COMPETITION.
@lindzeiy @precedentcomms #precsem

C A R E
IF YOU’RE A CONTENDER,
TACKLE THE:
RATIONAL
✱ Offerings and events deliver to current core needs.
✱ End to end processes are efficient.
✱ Costs are fair and pay off is high.
✱ It’s easy to transact at every possible touchpoint.
@lindzeiy @precedentcomms #precsem

C A R E
IF YOU’RE A CHAMPION,
HARNESS THE :
EMOTIONAL
HOW YOU ELEVATE AND DELIGHT
YOUR SUPPORTERS.
@lindzeiy @precedentcomms #precsem

THE MOST
MAGICAL PLACE
OONN EEAARRTTHH..
@lindzeiy @precedentcomms #precsem

BUT WHAT
DOES IT
AALLLL MMEEAANN??
@lindzeiy @precedentcomms #precsem

WHY DO
YYOOUU EEXXIISSTT??
@lindzeiy @precedentcomms #precsem

THANK YOU.
@lindzeiy @precedentcomms #precsem

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This document discusses how behavioral science can be used to improve fundraising response rates. It covers concepts like the lazy brain, heuristics, social proof, the bystander effect, identifiable victims, commitment and consistency, reciprocity, money illusion, and scarcity value. These psychological biases can be leveraged in fundraising campaigns to increase donations. The document also provides reading recommendations and Twitter handles of experts in the field of behavioral science.

Mathew Neville - Value vs Volume - Donor Acquisition

Natasha Preocanin

The document discusses frameworks for donor acquisition and investment in channels. It analyzes different channels based on metrics like cost per acquisition, lifetime donor value, and internal rate of return. Online channels perform best across all metrics but further understanding is needed of how channels interact, as activity in one channel like TV may drive sign-ups in another like online. The key approaches outlined are investing strategically, optimizing the channel mix based on financial value, maintaining multiple channels, and exceeding the minimum donor replacement rate to ensure growth. Currently spending is below the minimum replacement rate required to stay flat, so investment would need to increase if return on investment remains the same.

Emily Munford - Digital Reputation Management

Natasha Preocanin

The document discusses the role of digital in reputation management for animal welfare charities. It outlines how the RSPCA uses social media, analytics tools, and SEO strategies to monitor discussions and shape perceptions of the organization. When issues arise, the RSPCA employs set processes like a media monitoring rota and crisis group to coordinate responses across communications channels. Examples provided demonstrate how the RSPCA was able to effectively manage positive stories but also issues that received negative press coverage through prepared messaging and sharing compelling content.

On The Edge Reading - Microsoft - James Murray

Natasha Preocanin

This document discusses how Bing search aims to be personalized, intuitive, and productive for users. It focuses on continually learning about individual users to anticipate their needs before they search. The document also mentions the development of a new "step slide toy" product that allows sliding down stairs and invites the user to check back for updates on manufacturing. Additionally, it asks if the user would like a spare concert ticket to see War on Drugs at KOKO next week.

On The Edge Reading - Intel Corporation - Pippa Chick

Natasha Preocanin

This document discusses how storytelling can be used to connect with consumers and reinvent brands. It provides examples of how Intel has used stories to humanize its technical heritage, challenge human and technological frontiers, keep its passion fresh, surprise consumers, and drive purchase consideration. Brand stories that focus on people are shown to be more effective at driving future brand choice than product-focused ads.

On The Edge Reading - Ilumity Coaching - Joseph Liu

Natasha Preocanin

The document discusses how to effectively manage relationships with marketing agencies. It recommends that clients be clear in briefing agencies, respectful during the agency pitching process, and collaborative with the agency throughout project work. Specifically, the document advises clients to provide concise and creative briefs, give constructive feedback to pitching agencies, respect agencies' time, avoid changing project requirements, and be available for collaboration with the selected agency. Following these practices will result in better quality work and more productive long-term agency partnerships.

On The Edge Reading - Adobe - Jamie Brighton

Natasha Preocanin

1. Marketing needs reinvention to keep up with changes in consumer behavior driven by new digital technologies and channels. 2. Understanding digital trends like the rise of mobile devices allows marketers to stay ahead of their customers' shifting preferences. 3. Effectively utilizing digital marketing technologies can help companies gain a competitive advantage and superior performance by personalizing experiences, testing approaches, and meeting consumers across all channels.

On The Edge Reading - Silverstone Pancentric - Hannah Bodley & Sibbs Singh

Natasha Preocanin

Silverstone is a motorsport destination that underwent a digital transformation project from 2011-2013. They lacked a cohesive digital strategy and data insights. The project developed an integrated and responsive website, increased web visits, unique visitors, and pageviews. It also improved device revenue and visits. Silverstone now has a consumer and ecommerce focus, collaborates better, and engages customers through responsive content and solutions. Their next challenges are further developing social media strategies and integrating social into their overall digital business goals.

On The Edge Reading - innocent drinks - Joe McEwan

Natasha Preocanin

This document discusses lessons learned from social media engagement. It highlights the importance of keeping interactions human, showing that you are listening to customers, and being willing to try new things. Examples are given of responding to customer feedback and questions in a personal way. The document also notes that the brand is recognized as a leading social media brand for maintaining a flexible approach focused on engaging with people individually.

Email Marketing: Lee Chadwick

Natasha Preocanin

This document discusses email marketing best practices and metrics. It provides tips for overcoming delivery and engagement challenges, including optimizing the subject line with symbols, using the right "FROM" field, designing for the preview pane, and measuring key metrics like bounce rate, non-engagement, post-click activity, and repeat visit activity to determine email effectiveness. It also introduces the concept of assigning a "lead score" to better understand individual recipient behaviors and engagement over time.

Implementing SEO: Harpinder Sohal

Natasha Preocanin

This document discusses implementing SEO as part of a complex marketing strategy. It describes how the author's company initially focused on a link building strategy for SEO but saw negative results from Google. They changed to a strategy focusing on unique, high-quality content and integrating SEO into other marketing channels like PPC. They saw organic traffic and search visibility growth from diversifying their content output and ensuring it was engaging. The conclusion emphasizes identifying potentially detrimental SEO activities, diversifying content, and incorporating SEO into all marketing channels.

Jp edge birmingham july 2014 (final version)

Natasha Preocanin

This document discusses how to stay connected with youth markets. It notes that students account for half of the UK youth population and contribute £20 billion annually to the economy. Marketing to youth is challenging, and brands must understand the latest trends in content and channels. The document outlines who youth are, current trends like their use of smartphones and social media, and rules for brands to follow like being authentic and focusing on real-time engagement. It also explores new technologies like Jelly and Snapchat and how to educate, entertain and inform without alienating audiences.

Unlocking the Potential of Search: James Murray

Natasha Preocanin

1. This document discusses unlocking the potential of search by understanding context rather than just content. It notes that context is key. 2. It provides examples of popular search queries and daily usage statistics for social media platforms like Facebook, email, Twitter, and Whatsapp. 3. To better unlock search potential, the document suggests resolving user intent early, understanding the context behind intentions, domesticating the knowledge supply, and connecting value providers with customers.

Mobile Now & in the Future: Mark Brill

Natasha Preocanin

1) Mobile devices now account for 20% of total media time spent, compared to 5% for print media. Smartphones have become the norm, with those not using them seeming out of place. 2) Many brands are failing to provide consistent mobile experiences across websites, social media, email, and apps. To succeed mobile, brands need to understand their audience, get the basics right across platforms, and focus on useful services over flashy technology. 3) Engaging mobile experiences don't require dedicated apps - they can involve creative solutions like turning Instagram photos into menus or putting WiFi on dogs in public spaces. Startups often lead in mobile by gamifying and enabling collaboration rather than

Digital Content: Kirk Hullis

Natasha Preocanin

The document discusses how to create digital content that caters to all customers of a healthspan company. It recommends identifying key customer personas, focusing content on their interests and needs as well as things they are looking to buy, prioritizing content that appeals to broad audiences, distributing content across appropriate channels and devices, and continuing to learn and improve content over time.

More from Natasha Preocanin (15)

Meredith Niles - Behavioural Economics to Turbocharge your Fundraising

Mathew Neville - Value vs Volume - Donor Acquisition

Emily Munford - Digital Reputation Management

On The Edge Reading - Microsoft - James Murray

On The Edge Reading - Intel Corporation - Pippa Chick

On The Edge Reading - Ilumity Coaching - Joseph Liu

On The Edge Reading - Adobe - Jamie Brighton

On The Edge Reading - Silverstone Pancentric - Hannah Bodley & Sibbs Singh

On The Edge Reading - innocent drinks - Joe McEwan

Email Marketing: Lee Chadwick

Implementing SEO: Harpinder Sohal

Jp edge birmingham july 2014 (final version)

Unlocking the Potential of Search: James Murray

Mobile Now & in the Future: Mark Brill

Digital Content: Kirk Hullis

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18. T H E T R U T H ✱ They can’t donate easily. So they don’t give more. ✱ They can’t find advice or support. So they don’t fundraise. ✱ They hate all the direct mail. So they don’t refer others. ✱ They can’t see where money goes. So they warn others. ✱ They don’t feel valued or listened to. So they never come back.

19. T H E T R U T H ✱ They can’t donate easily. ✱ So they don’t give more. ✱ They can’t find advice or support. So they don’t fundraise. ✱ They hate all the direct mail. So they don’t refer others. ✱ They can’t see where money goes. So they cancel their direct debit. ✱ They don’t feel valued or listened to. So they never come back.

20. T H E T R U T H ✱ They can’t donate easily. ✱ So they don’t give more. ✱ They can’t find advice or support. ✱ So they don’t fundraise. ✱ They hate all the direct mail. So they don’t refer others. ✱ They can’t see where money goes. So they cancel their direct debit. ✱ They don’t feel valued or listened to. So they never come back.

21. T H E T R U T H ✱ They can’t donate easily. ✱ So they don’t give more. ✱ They can’t find advice or support. ✱ So they don’t fundraise. ✱ They hate all the direct mail. ✱ So they don’t refer others. ✱ They can’t see where money goes. So they cancel their direct debit. ✱ They don’t feel valued or listened to. So they never come back.

22. T H E T R U T H ✱ They can’t donate easily. ✱ So they don’t give more. ✱ They can’t find advice or support. ✱ So they don’t fundraise. ✱ They hate all the direct mail. ✱ So they don’t refer others. ✱ They can’t see where money goes. ✱ So they cancel their direct debit. ✱ They don’t feel valued or listened to. So they never come back.

23. T H E T R U T H ✱ They can’t donate easily. ✱ So they don’t give more. ✱ They can’t find advice or support. ✱ So they don’t fundraise. ✱ They hate all the direct mail. ✱ So they don’t refer others. ✱ They can’t see where money goes. ✱ So they cancel their direct debit. ✱ They don’t feel valued or listened to. ✱ So they never come back.

24. T H E T R U T H OUR SUPPORTERS ARE UNENGAGED. OUR CHARITY IS AT RISK. @lindzeiy @precedentcomms #precsem

25. HOW FIT ARE YOU TO SURVIVE CHANGE? @lindzeiy @precedentcomms #precsem

26. RATING YOUR SX FITNESS LEVEL: ENDANGERED EXPOSED CONTENDER CHAMPION @lindzeiy @precedentcomms #precsem

27. RATING YOUR SX FITNESS LEVEL: ENDANGERED EXPOSED CONTENDER CHAMPION @lindzeiy @precedentcomms #precsem

28. HOW DID BHF ADAPT TO ITS SSUUPPPPOORRTTEERRSS’’ NEEDS? @lindzeiy @precedentcomms #precsem

29. CULTURE ANALYSIS RRAATTIIOONNAALL EMOTIONAL @lindzeiy @precedentcomms #precsem

30. CULTURE ANALYSIS RRAATTIIOONNAALL EMOTIONAL HOW YOU VALUE YOUR SUPPORTERS. @lindzeiy @precedentcomms #precsem

31. CULTURE ANALYSIS RRAATTIIOONNAALL EMOTIONAL HOW YOU GATHER FEEDBACK AND REACT. @lindzeiy @precedentcomms #precsem

32. CULTURE ANALYSIS RRAATTIIOONNAALL EMOTIONAL HOW YOUR CORE OFFER STACKS UP TO THE REST. @lindzeiy @precedentcomms #precsem

33. CULTURE ANALYSIS RRAATTIIOONNAALL EMOTIONAL HOW YOU ELEVATE AND DELIGHT YOUR SUPPORTERS. @lindzeiy @precedentcomms #precsem

34. HOW TO CARE WWIITTHH DDIIGGIITTAALL.. @lindzeiy @precedentcomms #precsem

35. C A R E IF YOU’RE ENDANGERED, START WITH: CULTURE HOW YOU VALUE YOUR SUPPORTERS. @lindzeiy @precedentcomms #precsem

36. W H Y D O Y O U E X I S T ? “ To provide our customers with the most convenient access to media entertainment.” @lindzeiy @precedentcomms #precsem

37.

38.

39. W H Y D O Y O U E X I S T ? “ To win the fight against heart disease.” @lindzeiy @precedentcomms #precsem

40.

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48.

49. C A R E IF YOU’RE ENDANGERED, START WITH: CULTURE ✱ Include Supporter Experience in your strategic plan. ✱ Use feedback and trends to inform decisions. ✱ Tie staff appraisals to SX targets. ✱ Invest in ways to solve SX issues. @lindzeiy @precedentcomms #precsem

50. C A R E IF YOU’RE EXPOSED, START WITH: ANALYSIS HOW YOU GATHER FEEDBACK AND REACT. @lindzeiy @precedentcomms #precsem

51.

52.

53. £15 BILLION

54.

55.

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59.

60. C A R E IF YOU’RE EXPOSED, START WITH: ANALYSIS ✱ Engage users to understand changing needs. ✱ Collate touch point data into a Single Customer View. ✱ Compare past behaviour to current, for trends. ✱ Check marketing matches actual experiences and monitor its effectiveness. @lindzeiy @precedentcomms #precsem

61. C A R E IF YOU’RE A CONTENDER, TACKLE THE: RATIONAL HOW YOUR CORE OFFER STACKS UP TO THE COMPETITION. @lindzeiy @precedentcomms #precsem

62.

63.

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73. C A R E IF YOU’RE A CONTENDER, TACKLE THE: RATIONAL ✱ Offerings and events deliver to current core needs. ✱ End to end processes are efficient. ✱ Costs are fair and pay off is high. ✱ It’s easy to transact at every possible touchpoint. @lindzeiy @precedentcomms #precsem

74. C A R E IF YOU’RE A CHAMPION, HARNESS THE : EMOTIONAL HOW YOU ELEVATE AND DELIGHT YOUR SUPPORTERS. @lindzeiy @precedentcomms #precsem

75. THE MOST MAGICAL PLACE OONN EEAARRTTHH.. @lindzeiy @precedentcomms #precsem

76. @lindzeiy @precedentcomms #precsem

77. @lindzeiy @precedentcomms #precsem

78. @lindzeiy @precedentcomms #precsem

79. @lindzeiy @precedentcomms #precsem

80.

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84. C A R E IF YOU’RE A CHAMPION, HARNESS THE: EMOTIONAL ✱ Interactions elevate the supporter socially. ✱ Supporters personally identify with the brand and go out of their way to recommend. ✱ Success in life is increased by continued interactions. ✱ Supporters feel listened to, appreciated and valued. @lindzeiy @precedentcomms #precsem

85. BUT WHAT DOES IT AALLLL MMEEAANN?? @lindzeiy @precedentcomms #precsem

86. CULTURE ANALYSIS RRAATTIIOONNAALL EMOTIONAL @lindzeiy @precedentcomms #precsem

87. RATING YOUR SX FITNESS LEVEL: ENDANGERED EXPOSED CONTENDER CHAMPION @lindzeiy @precedentcomms #precsem

88. EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES. TTIIMMEE GGOOEESS OONN.. NEEDS EVOLVE. @lindzeiy @precedentcomms #precsem

89. HIERARCHY OF HUMAN NEEDS: TO THRIVE WE WANT SELF ESTEEM AND SSOOCCIIAALL AACCCCEEPPTTAANNCCEE TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING @lindzeiy @precedentcomms #precsem

90. WHY DO YYOOUU EEXXIISSTT?? @lindzeiy @precedentcomms #precsem

91. MEANINGFUL IDEAS, INTELLIGENTLY DELIVERED. @lindzeiy @precedentcomms #precsem

92. THANK YOU. @lindzeiy @precedentcomms #precsem

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