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ZSL                       How to increase your                       income in the current                           envir...
What I‟ll cover today:     Our changing world      Your story     It‟s not about you     Clear picture     Passion Vs demo...
Three business priorities    INCREASING                    INCREASING      INCOME                        IMPACT           ...
Our changing world
The challenge                                     Demand on                                      charitiesVoluntary       ...
Competition for attention is increasing
Their motivations                     Their values       Guilt   5%                      Donors          Percentage   Pers...
Finding your relevance in a new economy                                                         New economy        Old Eco...
It‟s about how you make people „feel‟    Differentiated Competitive position                                              ...
It‟s about how you make people „feel‟Differentiated                                                                       ...
Shifting relationship “It is my moral duty to                 “I will feel good being support charities”                  ...
What‟s at the heart of engagement?         Self-fulfilment       • Meaning            Status                              ...
In summary• Given the changing world, what does this mean for you.  Where is the money?    People who have already demons...
Your story
Engage through your brand not your product A brand is a set of ideas, images and associations that people carry around in ...
Product strategy can lose connection with the cause
?                          Intelligence #1A brand strategy helps clarify your story and gives people an opportunity       ...
It‟s not about you
It never was about you
Brand expressions of “us together”
RSPB: from birds to biodiversity
What your brand experience needs to be1. Relevant – connecting to my world2. Resonant – emotionally moving3. Real – demons...
?                          Intelligence #2Your brand should help give your stakeholders a strong sense of belonging
Clear picture
Fragmentation and silos     Events                     Fundraising     Brand                      Brand                  C...
Integration                          Who you are and what you do                          Vision, Mission, Strategy, Produ...
?                          Intelligence #3Brand needs to be aligned internally and externally to ensure stakeholder       ...
?                        Intelligence #4Charities shouldn’t be one dimensional but endeavour to broaden their             ...
?                       Intelligence #5Integration allows you to broaden stakeholder engagement with your                 ...
Passion Vs demographics
Audience segmentation Vs Market segmentation• Drilling down based on     • Market segmentation is  audience segmentation i...
Commercial sector provides the lead                                      human                                       right...
?                  Intelligence #6A traditional approach to segmentation is no longer enough
Engagement linked to your mission
Premium pricing for added valueSource: The Price of Coffee OfferingsAdapted from: The Experience Economy: Pine II and Gilm...
What does it mean for us?                   Transactions                    Experiences
Save the Children: Knit One Save One
Save the Children: Knit One Save One • 800,000 hats • 100,000 knitters • 40,000 messages to PM • 20,000 new   campaigners ...
Royal British Legion: Remembrance Day
Royal British Legion:: Flanders Field of Poppies• 1 million cold, 400k  warm• £2.3m income vs.  £600k target• 60,000 poppy...
Greenpeace: True Fans mail
Whales installation: IWC AlaskaDM instructionson back ofnewsletter120,000 warmaudience16,000responded with awhale4080 new ...
RSPB: Big Garden Bird Watch
RSPB: Make Your Nature Count
RSPB: Make Your Nature Count                      2010 Nature Count                      • 8.5 million birds counted      ...
RSPB: Letter to the Future                             • 350,000 sign-ups                             • “Inside-out”: 60% ...
Route to greater income.......create deeper more meaningful and valuedrelationships with stakeholders (new and existing)  ...
Thank youchris@thegoodagency.co.uk
Increasing income through brand and communications_Kleinwort Benson event_16_03_2011
Increasing income through brand and communications_Kleinwort Benson event_16_03_2011
Increasing income through brand and communications_Kleinwort Benson event_16_03_2011
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Increasing income through brand and communications_Kleinwort Benson event_16_03_2011

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Chris Norman, The Good Agency,Strategy Director, presented how the right
approach to communicating your brand story can significantly increase engagement with your
cause.

Published in: Education, Business, Technology
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Increasing income through brand and communications_Kleinwort Benson event_16_03_2011

  1. 1. ZSL How to increase your income in the current environmentChris NormanPresented by Chris Norman and Micky Stemmer20 th March 201116 May 2008
  2. 2. What I‟ll cover today: Our changing world Your story It‟s not about you Clear picture Passion Vs demographics Engagement linked to your mission
  3. 3. Three business priorities INCREASING INCREASING INCOME IMPACT INCREASING AWARENESS
  4. 4. Our changing world
  5. 5. The challenge Demand on charitiesVoluntary Legacy Statutory income income income
  6. 6. Competition for attention is increasing
  7. 7. Their motivations Their values Guilt 5% Donors Percentage Personal Growth Ethicals (Inner Directed) 50 Esteem Seeking (Outer Directed)Compassion 41% 45 Security Driven (Sustenance Driven) 40 Belonging 20% 35 30 Inspiration 34% 25 20 15 Guilt 7% Donors 10 5 who do more 0Compassion 22% 1985 1990 1995 2000 2005 Belonging 32% Inspiration 39% Their profile The valley of death Their needs
  8. 8. Finding your relevance in a new economy New economy Old Economy Experience economy Product economy Fast development to market Slow development to market Focus on brands and emotionsFocus on production and process All about connections and All about numbers relationships Driven by need Driven by desire Growth Less about product attributes more about emotional connections and long term relationships with the brand based on shared values Extinction More about product attributes and the process of extracting money and time through a transactional relationship
  9. 9. It‟s about how you make people „feel‟ Differentiated Competitive position Relevant to Differentiated Relevant to Experiential Needs of customer Needs of customer 4. Stage Competitive Experiences position Customisation 3. Deliver Services 2. Make Goods Undifferentiated Undifferentiated Irrelevant to Irrelevant to 1. Extract Commodities Commoditisation Market Pricing Premium Market Pricing PremiumThe Experience Economy. Pine & Gilmore. 1999
  10. 10. It‟s about how you make people „feel‟Differentiated Relevant to Experiential Needs of supportersCompetitive position Customisation 4. Life Experiences 3. Charity Services 2. Post disaster support CommoditisationUndifferentiated Irrelevant to 1. Emergency relief Commoditisation Sustenance Values base Self actualization
  11. 11. Shifting relationship “It is my moral duty to “I will feel good being support charities” involved with this DESIRE organisation”NEEDS Shared values - Societal/ Deeper emotional Relevance environmental and meaning connection = equitable, ethical and sustainable welfare and society wellbeing “This the how we “This is a modern should live our lives” dynamic brand reflecting me and my life”
  12. 12. What‟s at the heart of engagement? Self-fulfilment • Meaning Status • Leadership/responsibility Involvement • Influence Esteem Belonging • Recognition/achievement Making a • Participation/community difference • Tangible difference
  13. 13. In summary• Given the changing world, what does this mean for you. Where is the money?  People who have already demonstrated they love you (retention)  People who share your values (acquisition)
  14. 14. Your story
  15. 15. Engage through your brand not your product A brand is a set of ideas, images and associations that people carry around in their heads about companies, products, services or charities. In other words it is an expression of who you are and what you do, as well as what you say and how you look. ”If brand is the place you occupy in someone’s heart and mind........brand strategy enables them to act on those thoughts and feelings”
  16. 16. Product strategy can lose connection with the cause
  17. 17. ? Intelligence #1A brand strategy helps clarify your story and gives people an opportunity to feel part of your mission
  18. 18. It‟s not about you
  19. 19. It never was about you
  20. 20. Brand expressions of “us together”
  21. 21. RSPB: from birds to biodiversity
  22. 22. What your brand experience needs to be1. Relevant – connecting to my world2. Resonant – emotionally moving3. Real – demonstrating I really make a difference4. Reciprocal – it‟s a give-and-take relationship5. Reassuring – confidence that I‟m doing the right thing6. Rewarding – because I like to feel good about it
  23. 23. ? Intelligence #2Your brand should help give your stakeholders a strong sense of belonging
  24. 24. Clear picture
  25. 25. Fragmentation and silos Events Fundraising Brand Brand Campaigning Brand
  26. 26. Integration Who you are and what you do Vision, Mission, Strategy, Products, ServicesWhereyouraudiencelives Events Fundraising CampaigningHow you behave Brand How you look aLeadershipPeople, Values, Culture and what you say Visual and verbal identity
  27. 27. ? Intelligence #3Brand needs to be aligned internally and externally to ensure stakeholder experience is consistent
  28. 28. ? Intelligence #4Charities shouldn’t be one dimensional but endeavour to broaden their stakeholder’s experience
  29. 29. ? Intelligence #5Integration allows you to broaden stakeholder engagement with your brand and mission
  30. 30. Passion Vs demographics
  31. 31. Audience segmentation Vs Market segmentation• Drilling down based on • Market segmentation is audience segmentation is led by values, interests giving smaller, heavily and passions Vs socio targeted, base to work demographics from. • Linking through shared• Going after new values and interests to audiences with the same develop an approach will not work engagement that resonates
  32. 32. Commercial sector provides the lead human rights Children’s causes
  33. 33. ? Intelligence #6A traditional approach to segmentation is no longer enough
  34. 34. Engagement linked to your mission
  35. 35. Premium pricing for added valueSource: The Price of Coffee OfferingsAdapted from: The Experience Economy: Pine II and Gilmore, 1999
  36. 36. What does it mean for us? Transactions Experiences
  37. 37. Save the Children: Knit One Save One
  38. 38. Save the Children: Knit One Save One • 800,000 hats • 100,000 knitters • 40,000 messages to PM • 20,000 new campaigners + data • 50 MPs involved
  39. 39. Royal British Legion: Remembrance Day
  40. 40. Royal British Legion:: Flanders Field of Poppies• 1 million cold, 400k warm• £2.3m income vs. £600k target• 60,000 poppy messages
  41. 41. Greenpeace: True Fans mail
  42. 42. Whales installation: IWC AlaskaDM instructionson back ofnewsletter120,000 warmaudience16,000responded with awhale4080 new emailaddresses
  43. 43. RSPB: Big Garden Bird Watch
  44. 44. RSPB: Make Your Nature Count
  45. 45. RSPB: Make Your Nature Count 2010 Nature Count • 8.5 million birds counted • 529,076 participants. • 72% submitted online • 28% via paper forms • 1,565 new memberships • 42 000 signatures for Letter to the Future campaign
  46. 46. RSPB: Letter to the Future • 350,000 sign-ups • “Inside-out”: 60% existing supporters • 1,752 new members at an ave £52.72 • Appeal £250k over budget
  47. 47. Route to greater income.......create deeper more meaningful and valuedrelationships with stakeholders (new and existing) 1. 1. Integrate your brand internally and externally 2. 2. Integrate your supporter experience 3. 2. Offer engagement that gives value to supporters 4. 3. Encourage participation not just transaction 5. 4. Involvement in the Real World
  48. 48. Thank youchris@thegoodagency.co.uk

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