an integrated approach to audiences. audience first conference, 16 july 2014
TRANSCRIPT
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Tracey Pritchard, Head of Fundraising, Friends of the Earth
Michele Madden, Managing Director, nfpSynergy
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What are we going to cover?
• Why• How• What next• Q&A – discussion
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Our Vision: A new, positive relationship between people and the environment
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Introduction to Audience Strategy Project
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Our Expectations
Deliverables
• Increase audience insight
• Improve targeting
• Introduce new ways for people to get involved
Outputs
• Audience strategy
• Segmentation model
• Implementation plan
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Principles
• Cross – organisational• It is not the answer to everything• Be pragmatic• Start the thinking from ‘audiences’• And later, create products/offers • It won’t replace more specific comms• Aiming for no more than 7 segments• It is not exhaustive – but it is prioritisation• It will guide us for 3-5 years• Directorate priority is income generation
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The Project Phase 0 – Set up
Phase 1 - Scoping
Phase 2 – Market Research
Phase 3 – Decision on high level segments
Phase 4 – Strategy and Implementation
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Research consultancy for the not for profit sector
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Sample
• Fieldwork conducted in May/June 2012
• Questionnaire supporters and local group members through an Online and Postal Survey
• 13% response rate
• Sample narrowed down to 1,532 respondents based on those who answered all golden questions from the segmentation and key demographic questions
• General public research through an online panel, sample of 3,000
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Social grade profile
Please indicate which one of the following best describes the occupation of the chief income earner in your household? Prompted and coded ex-post
Base: 3,000 adults 16+, Britain (excluding Scotland), 1532 Friends of the Earth Supporters Source: Friends of the Earth/nfpSynergy, May -12/Jun-12
FOE supporters
General Public
70%
59%
30%
40%
ABC1 C2DE Mean household income:
General public £31,648FoE supporters £38,961
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FOE sup-porters
General Public
70%
59%
30%
40%
7%
11%
32%
23%
14%
6%
4%
8%
Employed full time Employed part time Not in paid work Retired
Self-employed Student Other
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Working status
Base: 3,000 adults 16+, Britain (excluding Scotland), 1532 Friends of the Earth Supporters Source: Friends of the Earth/nfpSynergy, May -12/Jun-12
What is your working status?
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The results
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7 Public Segments
Base: 3,000 adults 16+, Britain (excluding Scotland)Source: Friends of the Earth/nfpSynergy May-12
11%
16%
16%
11%11%
16%
20%
1. Passionate engagers
5. Generous Environmentalists
6. Animal lovers
7. Disgruntled deniers
2. Early learners
4. Unreachable apathetics
3. Butterflies
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Key SegmentsGeneral Public vs. FOE supporters
Base: 3,000 adults 16+, Britain (excluding Scotland); 1, 532 FOE supporters Source: Friends of the Earth/nfpSynergy May-12
14
1 - Passionate engagers
2 - Early learners
3 - Butterflies 4 - Unreachable apathetics
5 - Generous environmental-
ists
6 - Animal lovers
7 - Disengaged deniers
15%
5%2% 1%
76%
2% 1%
87%16% 14%
11% 11%16%
20%
FOE supporters General Public
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Prioritising Public Segments
Charita
ble
en
gagem
en
t
Environmental engagement
low high
high
47
6
2
3
15
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7 High Level Segments
Passionate Engagers
Disproportionally Affected
Business
Influencers
Young PeopleGenerous
Environmentalists
Political Decision Makers
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Next steps• Integrating into overall Communications Strategy
• Internal communication and induction & central resource library
• Integration into all planning processes
• Recruiting “audience champions” and a “community of best practice”
• Working with nfpSynergy on practical application
• Clarifying success measures for monitoring progress
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Audience Sub-communities
Devise how to map/ co-ordinate activity
Internal contact/expert
Manage/develop portfolio of
activity
Develop skills/share learning & response
rates etc
Test/develop supporter journeys
Set KPIs and report against them
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Passionate Engagers Engagement Area Quarter 1
(Jun – Aug 13) Quarter 2 (Sep 13 – Nov 13)
Quarter 3 (Dec 13 – Feb 14)
Quarter 4 (Mar 14 – May 14)
Fundraising * activity focuses primarily on this segment
HNWI breakfast and dinners and piggybacking other events. Bee ads/Bee saver kits – multichannel Bee events eg Chelsea B&Q shop f2f Partner-a-campaigner* Street f2f all year Picture the earth * Ecards Green Film Fest Membership review
Video FDEV event tbc
Bee saver kits Kurt Jackson event Bee events Private sites Polar Bear * Hokey Cokey*
Communications
Wilderness* FESTIVALS* Ad words Big picture story
Earthmatters online Prog activities * Knowledge donations Silicon roundabout experts Programmes online
Big Give
BGBR *
Activism
Organisers (across q) (particularly young ones)
Events programme –incl. regional Starting new groups
Campaign hubs
Year 1: Mapping activity to audiences
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Plans for the future
Recruitment strategies Supporter journeys Innovation Testing and monitoring Motivate the Laggards Targets
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Lessons learned
Top down Cross-organisational Imperfect process It’s your garden
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Questions?
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Tracey Pritchard, Head of Fundraising, Friends of the Earth
Michele Madden, Managing Director, nfpSynergy
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