can you measure reputation? keeping your reputation spotless conference, 21 may 2014

Can you measure reputation?

Michele Madden

May 2014

Can you measure reputation?

2

Nov 03 (Paper*)

Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11 Jul-11 May-12 May-13 Apr-140%

20%

40%

60%

80%

100%

0.28

56%

FRSB/ The Fundraising Standards Board (FRSB) Charities

Dip in trust for charities

“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” A great deal or quite a lot

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 14, nfpSynergy 3

Least trusted

Most trusted

4Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 14, nfpSynergy

Large charities Medium sized charities Small charities

35%

46%

55%

‘From the following statements, please indicate whether you think each applies to any of the following organisations’They are generally trustworthy organisations

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 2014, nfpSynergy

Smaller charities have a trust advantage

5

They are usually run by volunteers

They usually fo-cus their work in one region/area

They are usually a bit amateurish in their approach

Their chief execu-tive is usually paid around

£100,000 a year

Their chief execu-tive is usually paid around

£50,000 a year

Their chief execu-tive is usually a

volunteer

13%9% 9%

52%

24%

5%

26%20%

12%17%

41%

11%

71%

62%

39%

8%13%

43%


‘From the following statements, please indicate whether you think each applies to any of the following organisations’

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 2014, nfpSynergy

Higher salaries are expected of large charities’ CEOs

6

Larger charities are seen as wasteful

They often duplicate each other's activi-

ties

They should merge to cut costs and avoid overlap

They should be able to deliver public

services

They are good at understanding the

needs of the people they exist to help

They are often wasteful in how they

spend money

39%

30%

37%32%

51%

40%

33%

25%

45%

25%

34% 32%

22%

60%

14%


‘From the following statements, please indicate whether you think each applies to any of the following organisations’

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 2014, nfpSynergy 7

Only a third of the public feels their needs are taken seriously by charities they support

‘Thinking about the charities you regularly support, please indicate to what extent you agree with each of the following statements’ Slightly Agree + Strongly Agree

8Base: Those who support charities among 1000 adults 16+, BritainSource: Charity Awareness Monitor, July 13, nfpSynergy

15%

34%

35%

48%

58%

I have on occasion wanted tocomplain to a charity about

how I am treated as asupporter

I feel that charities take mywishes and needs as a

supporter seriously

I feel I get too many appealsor newsletters from the

charities I support

From what I see charitiesstrive to achieve the highestprofessional standards at all

times

I would recommend thecharities I support to other

people

Top 20 ideal charity attributes

19%

21%

23%

23%

24%

26%

27%

28%

29%

35%

38%

38%

38%

40%

41%

46%

48%

51%

64%

67%

Fair

Sympathetic

Positive

Informative

Focused

Campaigning

Inspiring

Reputable

Professional

Passionate

Helpful

Effective / Cost-effective

Approachable

Supportive

Accountable

Friendly / Welcoming

Determined / Dedicated

Honest

Trustworthy

Caring / Compassionate

Nov-13

“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”

Base: 3,000 adults 18+, BritainSource: Brand Attributes, Nov 13, nfpSynergy 9

Next ideal charity attributes

“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”

1%1%1%

2%3%

4%4%

5%5%

6%6%

7%8%

9%10%10%10%

11%13%

14%17%17%

BoringGreedy / Rich

ExclusiveConservative

CautiousAuthoritative

TraditionalOutspoken

ModernBold / Direct

InclusiveDynamic

HeroicChallengingInnovativeVisionary

IndependentAmbitious

ResponsiveEmpoweringEstablished

PracticalGenerous

Nov-13

Base: 3,000 adults 18+, BritainSource: Brand Attributes, Nov 13, nfpSynergy 10

Comparison of ratingsIdeal charity

38%38%

40%

41%

46%48%

51%

64%

67%

38%

Helpful


Approachable

Supportive

Accountable



Honest

Trustworthy


Ideal Charity

“Please choose up to 10 words in each column that you think best describes…”

Source: Brand Attributes, nfpSynergyBase: All those aware of charity x (970) among 3,000 adults 18+, Britain, Nov 2013 11

Comparison of ratingsIdeal charity, average charity score

38%38%

40%

41%

46%48%

51%

64%

67%

38%

Helpful


Approachable

Supportive

Accountable



Honest

Trustworthy

Caring / CompassionateIdeal Charity

Average


Source: Brand Attributes, nfpSynergyBase: 3,000 adults 18+, Britain, Nov 2013 12

Comparison of ratingsIdeal charity, ideal in environment & conservation

38%38%

40%

41%

46%48%

51%

64%

67%

38%

Helpful


Approachable

Supportive

Accountable



Honest

Trustworthy

Caring / Compassionate Ideal Charity

Environment andConservation



Comparison of ratingsIdeal charity, ideal in environment & conservation, ideal in child welfare

38%38%

40%

41%

46%48%

51%

64%

67%

38%

Approachable


Helpful

Supportive

Accountable



Honest

Trustworthy



Child Welfare


Source: Brand Attributes, nfpSynergyBase: Multiple bases among 3,000 adults 18+, Britain, Nov 2013 14

Comparison of ratingsIdeal charity, ideal in environment & conservation, average charity score

38%38%

40%

41%

46%48%

51%

64%

67%

38%

Helpful


Approachable

Supportive

Accountable



Honest

Trustworthy



Average



Comparison in Environment & ConservationCharity x ratings against the Top 10 “ideal charity” adjectives for Environment & Conservation

24%25%

27%

30%30%

32%

34%

41%

42%

25%

Helpful


Campaigning


Approachable

Honest


Trustworthy

Accountable



Charity x

Source: Brand Attributes, nfpSynergyBase: All those aware of Charity x (970) among 3,000 adults 18+, Britain, Nov 2013

“Please choose up to 10 words in each column that you think best describes”

16

Comparison of ratingsIdeal charity, ideal in environment & conservation, average charity score and charity x score

38%38%

40%

41%

46%48%

51%

64%

67%

38%

Helpful


Approachable

Supportive

Accountable



Honest

Trustworthy


Ideal Charity


Charity x

Average



Charity y Top 20 attributesBy Current/Potential Support

Conservative

Positive

Sympathetic

Inspiring

Practical

Approachable

Passionate

Helpful

Professional

Campaigning



Honest

Heroic

Trustworthy

Reputable

Supportive


Established

Traditional

Potential Support

Current Support

“Please choose up to 10 words that you think describe Charity y/ From the list below please tick those charities you would consider yourself to be a supporter of (irrespective of whether you have given them money or time recently)?”

Source: Brand Attributes, nfpSynergyBase: All those aware of Charity Y (1,034) and answering among 3,000 adults 18+, Britain, Nov 2013 18

Key drivers of trust for charities

Trust

External events

Type of cause

Personal contact with

the organisation Length of

establishment

Breadth of public

awareness- Negative media stories

+ Health, cancer- International

+ Contacted the charity or know someone who has - Had negative experience

+ Well-known- Niche

+ Long-established- New organisation

19

Reputation measures will vary

• Your organisation

• Your audiences

• Your aims and objectives

• Your performance

20

How to measure?

• Who are your key audiences?

• What is your relationship with them?

• How do you find out what they think?

21

How and when

• Frequency - listen as often as possibleo Continuous feedback - identify the five key questions you would like

everyone to answer

• Use cheap measures – google analytics can tell you a lot, properly monitor complaints (topics, numbers, strength), talk to people

• Monitor the spaces that your key audiences operate in (eg social media, local group network or staff meeting)

• Keep it simple - the best and worst people would say about you

• Stakeholder audits – if you can, take the temperature of all your key audiences

22

What to bear in mind• Before

o Make a plan and be active in your monitoring – don’t wait for a crisis

o All monitoring/measurement should be proportionateo There are ways of doing it whatever your budgeto Make use of all research/channelso Be aware of any barriers that may be specific to your

audiences

• Duringo Don’t dismiss anything you hear until you’ve investigatedo Be aware of your prejudices and pre-formed ideaso Ensure you are listening to the most important not just the

loudest

• Aftero Have regular review milestoneso Act on the findings where appropriate (and quickly)o Show/tell people that you’ve heard them 23

2-6 Tenter GroundSpitalfields London E1 7NH

020 7426 8888 [email protected]/nfpsynergy www.linkedin.com/company/nfpsynergy

www.nfpsynergy.net

Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH. Registered in England No. 04387900. VAT Registration 839 8186 72

can you measure reputation? keeping your reputation spotless conference, 21 may 2014

Government & Nonprofit

larger charities

nfpsynergy smaller charities

large charities ceos

charity awareness monitor

britain source

following organisations

following statements

trustworthy organisations