Tim Harrison, director of tracking and research and Jonny Harper, researcher, 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

1. Media in a post-print world -
what does it take to thrive?
Tim Harrison & Jonny Harper

2. 2
The post-print world
What does it look like, and have charities adapted to it?
Do journalists still matter in it?
How can charities thrive in it?

3. 3
Print circulation has declined sharply
Total UK newspaper circulation
Source: ABC, 2001-2014 via theMediabriefing

4. 4
The five key media trends over the last 20 years
Social and
video
media
up
Print &
word
media
down
People
news
up
Policy &
serious
news
down
Truth
is
supreme
Interesting
is
supreme
Few
mass
media
outlets
Millions
of
outlets
The
user
chooses
The
editor is
supreme

5. 5
Social is breaking down
traditional media boundaries

6. 6
The media strategies of 20 years ago: an
impermeable barrier
Paid for media
strategy
Editorial/print/
broadcast
media
strategy
Controversial advertising

7. 7
The three media strategies of today: social media
creates a way round traditional boundaries
Paid for media
strategy
Editorial/print/
broadcast
media
strategy
Social media
strategy
Retweeted/liked/shared
due to editorial content
Shared
content becomes
news article
Happy customer
comments publicised
and promoted
Retweeted/
liked/shared due
to paid content

8. 8
Online is king, but charities slow
to adapt

9. 9
Online is now king in the advertising world…
5.42 6.30 7.22
8.61
10.30
4.48
4.64
4.91
5.27
5.28
2.13
2.13
1.84
1.86
1.71
1.40
1.30
1.25
1.18
1.02
1.53
1.46
1.37
1.22
1.10
1.10
1.04
0.99
0.94
0.88
0.97
0.99
1.02
1.06
1.11
0.55
0.54
0.58
0.59
0.65
0.21
0.18
0.20
0.24
0.26
0
5
10
15
20
25
2012 2013 2014 2015 2016
SpendinginBillionGBP
Cinema
Radio
Out of home
Magazine brands
National newsbrands
Regional newsbrands
Direct mail
TV
Internet
Source: Statista and Advertising Association
Overall advertising spend in the UK, 2012-2016

10. 10
… but charities have been slow to adapt - 2011
Source: Statista, Advertising Association and Nielsen
29.7%
2.5%
25.8%
13.7%
10.7%
71.2%
24.5%
8.8%
0
10
20
30
40
50
60
70
80
90
100
Total UK Charities
Percentageofadvertisingspend
Cinema
Radio
Out of home
Press
Direct mail and Door Drops
TV
Internet
Charities’ advertising expenditure vs total advertising in UK - 2011

11. 11
… but charities have been slow to adapt - 2016
Source: Statista, Advertising Association and Nielsen
46.2%
5.0%
23.7%
26.7%
7.7%
56.4%
13.4%
5.5%
0
10
20
30
40
50
60
70
80
90
100
Total UK Charities
Percentageofadvertisingspend
Cinema
Radio
Out of home
Press
Direct mail and Door Drops
TV
Internet
Charities’ advertising expenditure vs total advertising in UK - 2016

12. 12
Charities have only just started to ramp up digital
Source: Nielsen
£30,162
£39,539 £40,146
£60,650
£102,566
£117,088
£35,503
£37,444 £39,435
£30,437 £34,083
£24,181
£6,824
£6,624 £9,081 £7,379 £3,948 £21,825
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
AdvertisingExpenditure
(Thousands)
TV
Press
Internet
Digital spend
Macmillan: £0.65m to £2.9m
Oxfam: £0.13m to £1.5m
Crisis: £0.04m to £0.94m

13. 13
Bloggers, vloggers and
celebrities are the new press
barons

14. 14
Most followed UK charities on Twitter: Top 10
719K 665K 505K 324K 308K
299K 266K 265K 247K 244K
Source: one-riot.com

15. 15
Most followed brands on Twitter: Top 10
14.9m 13.3m 12.38m 12.37m 11.9m
11.2m 9.9m 9.3m 9.1m 8.1m
Marc
JACOBS
Source: socialbakers.com

16. 16
Most followed people on Twitter: Top 10
106m 103m 96.6m 85.6m 81.7m
73.5m 73.2m 63.2m 63.1m 57.2m
Source: socialbakers.com

17. 17
Blogs and vlogs have enormous audiences
Source: New York Times
110 Million
30 Million
25.5 Million
24 Million
23.5 Million
23.25 Million
18 Million
15.5 Million
15 Million
14.5 Million
Huffington Post
TMZ
Business Insider
Mashable
Gizmodo
Life Hacker
The Verge
The Daily Beast
Tech Crunch
Perez Hilton
FailArmy
Shane
Hikakin TV
Hajime
LosPolinesios
Kan
ExtraPolinesios
Good Mythical Morning
Bratayley
iJustine
38.5 Million
31.4 Million
25.5 Million
23.1 Million
20.3 Million
16.9 Million
14.2 Million
12.2 Million
11 Million
10 Million
Blogs Vlogs

18. 18
People – not policies – dominate
the news

19. 19
Top stories from budget day 2017
1
2
3
4
Jack Maynard leaves I’m a Celebrity to defend
himself
David Cassidy: Partridge Family star dies aged 67
Grangela: Labour's Angela Rayner is
grandmother at 37
Budget aim to help UK 'seize opportunities' from
Brexit

20. 20
Top stories from Monday 6th of November 2017
Woman who gave Donald Trump the middle finger fired from her job
Sia makes paparazzi butt of the joke by posting nude picture herself
What happened when my partner became prime minister? For starters, no curry
My travels in white America – a land of anxiety, division and pockets of pain
1
2
3
4

21. 21
Do journalists still have a role to
play?

22. 22
Three quarters of journalists think they will be equally
or more important to charities in 5 years time
15% 23% 39% 15%
Much more important Somewhat more important Neither more nor less important
Somewhat less important Much less important I don't know
Base: 150 journalists| Source: JAAM, Oct/Nov 17, nfpSynergy
“Do you think that journalists will play a more important or less important role in charities getting their message out in five years’
time?”
Do you think that journalists will play
a more important or less important
role in charities getting their message
out in five years’ time?

23. 23
Traditional journalism still offers unrivalled
authenticity in an era of ‘fake news’
“With the growing focus on Fake News,
people will look increasingly for a 'trusted
filter' which I think the British media largely
provides.”
Freelance
“People still trust the word of a
newspaper rather than hearing a
charity sing their own praises”
CN Group
Base: 150 journalists| Source: JAAM, Oct/Nov 17, nfpSynergy
“Do you think that journalists will play a more important or less important role in charities getting their message out in five years’ time?”

24. 24
Journalists can help charities to break through ‘echo
chambers’ and reach potential new supporters
“If they rely too heavily on social
media they end up “singing to
the choir”. This limits their
ability to reach new audiences
and it can blind them from
understanding how they are
seen by the general public.”
The Sunday Times
Base: 150 journalists| Source: JAAM, Oct/Nov 17, nfpSynergy
“Do you think that journalists will play a more important or less important role in charities getting their message out in five years’
time?”

25. 25
6 rules to thrive in a post-print
world

26. 26
6 rules to thrive in a post-print world
1. Mix editorial, social and paid media strategies – and make them work for each other
2. People and personalities and over policy (no matter how sad that makes you)
3. Weave your messages into other stories – vloggers and bloggers need something to
talk about
4. More video and pictures and less words – but keep it short and sweet
5. Build strong relationships with journalists to add authenticity and reach new
audiences
6. Test, test, test – trial your ideas and find out what works. Learn about A/B split tests
from your direct marketing colleagues

27. 27
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Spitalfields
London E1 7NH
www.nfpsynergy.net
+44 (0)20 7426 8888
insight@nfpsynergy.net
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nfpsynergy
nfpsynergy
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28. 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

29. Making the news:
generating positive PR for
your charity
Supported by
30 November 2017
London
#charityPR