integrated kpis. stats that matter workshop
DESCRIPTION
Norma Gerrard, marketing manager - donor recruitment and Sarah Vickery, marketing manager - donor development and acquisition, RSPCATRANSCRIPT
SARAH VICKERY
NORMA GERRARD
Case Study 2 : Integrated KPIs
Integrated communications support the overall building of your charity’s brand, and acknowledge that your
supporters will come into contact in different ways.
Setting shared KPIs can help support the development of integrated communications, boosting the
impact of your communications across the board
Today…• A bit about us…
• What is integration?
• Integration at RSPCA
• Everyday Heroes campaign case study
• Where to start? 10 things you can do to integrate better
A bit about us ...
Our mission…• It's our vision to work for a world
in which all humans respect and live in harmony with all other members of the animal kingdom.
Rescue, rehabilitate,
rehome• 507 RSPCA Inspectors
• 68 Animal Centres & 4 Wildlife Centres
• Over 170 Branches
• 4 Animal Hospitals
• Freedom Food
• Campaigning
• 4th Emergency Service
What is integration ?
What is integration?
Wikipedia:‘the act or process of making
whole or entire’
What is integration?
Aristotle ‘the whole is greater than the
sum of all parts’
What is integration?
Integration at RSPCA
Integration at RSPCA
Multiple everything!!
Everyday Heroes
Campaign Case Study
Everyday Heroes Case
Study• Long-term drive
• Engage the public directly to take personal
responsibility & action for animals
• Provoke urgent action, including donating
• Involve all communities and individuals
“WE ALL HAVE A RESPONSIBILITY AND OPPORTUNITY TO
BE HEROES FOR ANIMALS AT IN WINTER – WE NEED
YOUR SUPPORT URGENTLY“
Everyday Heroes Case
Study
Who were we talking to?
Who was involved?
Everyday
Heroes Campai
gn
Fundraising:
Community
Fundraising: Donor
Recruitment
Fundraising: Donor
Development
Fundraising: Legacies
Fundraising: Major Donors Press
Digital Media
Internal Comms.
Campaigns
Inspectorate
Animal Centres
Prosecution Dept
Companion Animals
Science
Business Intelligence
"a set of quantifiable measures used to gauge or compare performance in terms of meeting strategic and operational goals”
Targets & Objectives …
Specific Measurable
Attainable Realistic Timely SMART
Targets & Objectives…
Cash income
Regular giving income
Net incomeNew donors recruited Response rate
Cost per response
Average gift
ROI
Conversions
Engaged stakeholders
Branch engagement
Community fundraising pack requests
Regional media coverage
National media coverage
YouTube views
YouTube shares Use of #animalhero
Increase in engaged users
Increase in reach
Traffic to rehoming siteActions taken
Campaign survey response
Targets & Objectives…
How did the audience
experience it?• Press Releases & TV Interviews
• PSMS Train, Tube, Press, FB Advertising
• Social , Digital & Campaigning
• Direct mail
• Schools, Branches & Community
Results…
What did we we learn?
• Don’t forget what works for your area – i.e.
warm & cold aren’t necessarily the same
• Common theme - not just imagery &
colour palette
• Is integration always right?
What did we we learn?• More aligned and understanding each others
challenges and opportunities
• Better energy and communication
• RSPCA Week – take forward learnings for
better integration
• Improved working processes – sign offs and
joint meetings
10 things you can do to
integrate better
10 things for better
integration1. Plan ahead!
2. Create working group
3. Agree a common theme
4. One size won’t fit all
5. SMART KPIs
10 things for better
integration6. Align KPIs with strategy
7. Share KPIs
8. Map supporter journeys & scenario plan
9. Plan, implement & review collectively
10.Keep talking!!
Thank you!