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Usando ferramentas de marketing para melhorar sua captação de recursos
Anne-Laure Pernee Kapoor
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DISCOVERING PSYCHO-
DEMOGRAPHICS TOOLS
DISCOVERING SEMIOTICS
WHERE DO YOUR DONORS
STAND?
Leveraging marketing tools to understand your donors & better segment
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Today, more than ever, detailed knowledge and a profound
understanding of how donors lead their everyday lives and
how they think and feel can make a big difference in our positioning
and fundraising efforts
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The goal is to understand people in their day to day life
While the traditional socio-demographic criteria such as age, education or income
are valuable as a descriptive
They contribute only partially to understand our donors
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but do you really understand?You may describe…
Two men They were born in 1948 They were born in the UK They are married They each have adult children Each enjoy a successful career They are very wealthy
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Are they part of the same target group?Do they have the same lifestyle and consumption?
Socio-demographic twins?
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Two men with much in common…
… yet very different basic orientations
CharlesPrince of Wales
Ozzy OsbournePrince of darkness
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Two men with much in common…
… but living in different worlds
Prince of Wales
Prince of darkness
MUSIC FASHION PURCHASE VACATIONS HOBBIES HOUSE EDUCATION
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Prince of Wales
Prince of darkness
MUSIC FASHION PURCHASE VACATIONS HOBBIES HOUSE EDUCATION
Two men with much in common…
… but living in different worlds
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Prince of Wales
Prince of darkness
MUSIC FASHION PURCHASE VACATIONS HOBBIES HOUSE EDUCATION
Two men with much in common…
… but living in different worlds
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Prince of Wales
Prince of darkness
MUSIC FASHION PURCHASE VACATIONS HOBBIES HOUSE EDUCATION
Two men with much in common…
… but living in different worlds
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Brain and behavior of the Traditionalist• The concentration of noradrenaline and cortisol
is considerably increased in the Traditionalist’s brain. As a result, the risk adverse Traditionalist is not seeking new experiences. He examines everything thoroughly and remains sceptical about innovations. Uncertainty is his biggest enemy. Traditionalists seek order, control and stability and therefore love and preserve rituals and traditions.
Store experience and visual merchandising for Traditionalists• Focus on (certified) quality; clear structures,
cleanliness and a comprehensible guiding system. Subtle colours and a clear assortment with only few product alternatives are preferred. Local is a bonus and consistency an absolute must.
Brain and behavior of the Hedonist• The brain of Hedonists is dominated by the
happiness hormone dopamine. As a consequence, Hedonists are driven by creativity, innovations, and extraordinary experiences rather than relying on reflection. They often appear as very individualistic, are spontaneous, curious and actively avoid routines.
Store experience and visual merchandising for Hedonists• Highly inspiring, fashionable, aspirational.
Interactive zones and technologies, strong multi-sensory experience, intense lighting, bright signage. Innovations are more than welcome. Quality plays a minor role – experience and fun are what matters!
Charlesthe Traditionalist
OzzyThe Hedonist
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Discovering psycho demographics
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Discovering psycho demographics
SINUS-MILIEUS
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• Group together people who are similar in terms of their attitude to life and ways of living.
• Basic values serve as input for analysis, along with everyday attitudes towards work, family, leisure, money & consumption.
• Milieus draw the human being and his/her entire social environment and everyday life ‐system of reference into the field of vision.
Discovering SINUS-MILIEUS
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• Know & understand their existing donors’ values, goals in life, lifestyles and attitudes in order to reach to new ones
• Paint a holistic picture of the target: –how do they perceive themselves & their
environment–what they do and don’t like–how they live, think, feel and make
judgements
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The positioning model
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Emerging market model
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ATRADITION
“to belong”rules, norms, authority
CMODERNITY“to indulge”
self-centered
BADAPTATION
“to advance”quality of life
Old Established
Established Upper Class (Cosmopolitans)
Fun & Money
Modern Performing
Success-Oriented
Adapting Mainstream
Digital Avantgarde
Traditional Popular
Urban working class
HIGHER 1
MIDDLE 2b
MIDDLE 2a
LOWER3
Social Status
Basic Values
The Brazilian model
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Profiling the “renewed” ICRC database
+100’000new donors in 3 years
+20’000at the time of the analysis
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The Swiss model
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SemioticsSemiotics is the study of meaning-making, the study
of sign processes and meaningful communication
• This includes the study of signs, indication, designation, likeness, analogy, metaphor, symbolism, signification and communication.
• Semiotics is closely related to the field of linguistics, which, for its part, studies the structure and meaning of language more specifically.
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Semiotics
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Semiotics
• Studies have shown that semiotics may be used to make or break a brand.
• Culture codes strongly influence whether a population likes or dislikes a brand’s marketing, especially internationally. If the organization is unaware of a culture’s codes, it runs the risk of failing in its marketing and visibility building.
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The case of Tokyo Disneyland
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The case of Disneyland Paris
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How the ICRC leveraged semiotics?
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• Response was overwhelming and showed true warmth and support
• Over 2000 messages received in French, German, English and Italian
• Over 10% of those that received the card responded
Thousands of messages of support from our donors
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What we found out
Ethical ideals, Swiss values of enlightened Humanitarianism
Delegates are idealized as
selfless heroes with tireless
perseverance
Homely image of the better world
Connection with
delegates is emotional &
familiar
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