a strategic approach to engagement. engagement conference, 22 october 2015

WWW.EDENSTANLEY.CO.UK

STRATEGIC ENGAGEMENT

Presentation from Joe Barrell of Eden Stanley

22 October 2015

3

Nobody knows anything

WHY SEGMENT?

GROUP DISCUSSIONS

A REALLY SIMPLE SEGMENTATION

4

WHY SEGMENT?

GROUP DISCUSSIONS


5

1. BECAUSE YOU ALREADY DO

6

1. BECAUSE YOU ALREADY DO

7

Current supporters

Prospects

Campaigners

Donors

Regular givers Cash givers

Dorothy donor

Journalists

General public

Members

Web users

Guardian readers

Politicians

Opinion formers

Celebrities

Local groups Professionals

Volunteers

Youth

Schools

Ethical people

Social media followers

Minority groups

Partners

2. BECAUSE THINGS CHANGE…

8

2. BECAUSE THINGS CHANGE…

9

Climate change

Support for aid

Benefits Street

Human rights

Disability

Breast cancer

Prostate cancer

Alzheimer's Mental health

Gender

Pressure fundraising

Lobbying Act CEO salaries

Payment by results Austerity!

Social care

Ice buckets and moustaches

Equity

3… AND THE CHANGE IS IN PEOPLE

10

© Eden Stanley all rights reserved 11

People

are the means by which

Charities

achieve their goals


Charities

are the means by which

People

achieve their goals


Dorothy Donor aged 22

14


4. IT’S HARD TO CHANGE PEOPLE’S MINDS

16


Well of course it says that. It’s the Guardian

SO FIND A GROUP SUPPORTIVE OF YOUR CAUSE AND EQUIP THEM TO

PERSUADE OTHERS

18

WHY SEGMENT?

GROUP DISCUSSIONS


19

1.  WHAT IS THE BIGGEST CHALLENGE IN THE NEXT FIVE YEARS YOU FACE

AS AN ORGANISATION? AND AS A SECTOR?

2.  WHO DO YOU NEED TO MOBILISE TO ADDRESS THAT CHALLENGE?

20

WHY SEGMENT?

GROUP DISCUSSIONS


21

22

Find a UK audience for a humanitarian NGO with a focus on hunger.

OUR BRIEF


Propensity to support a charity in my sector

Strong donation value

Likely to support our campaigns

Someone who will spread the word

And who is interested in our specific cause

Likely to have good lifetime value

MARKET SIZING


51%34%

24% 28%19%

28% 27% 22% 17% 14% 19%10% 9%

37%

51%56% 51%

59% 43% 45% 48%52%

49% 40%45%

35%

12% 16% 20% 21% 22% 28% 28% 29% 32% 37% 41% 46%55%

Canc

er

Hos

pita

ls &

hos

pice

s

Old

er p

eopl

e

Child

ren/

Youn

g pe

ople

Men

tal h

ealth

Anim

al w

elfa

re

Mili

tary

/War

vet

eran

s

Wild

life

and

cons

erva

tion

Hom

eles

snes

s/H

ousin

g

Envi

ronm

ent

Ove

rsea

s em

erge

ncy

relie

f

Hum

an ri

ghts

(Int

erna

tiona

l)

Ove

rsea

s dev

elop

men

t

Supporters Prospects Rejectors

16%

8%

19%

17%

19%

8%

5%4%

2%1%

Less

than

£10

£10-

£19

£20-

£49

£50-

£99

£100

-£19

9

£200

-£29

9

£300

-£49

9

£500

-£99

9

£100

0-£1

999

£200

0-£5

000

DONATION VALUE (PAST 12 MONTHS)


PETITIONS SIGNED IN THE PAST YEAR


31%

20%

31%

18%

Non

e

Onc

e

2-5

times

Mor

e th

an 5

tim

es

SOCIAL ACTIVISM


26%

26%

20%

21%

7%

Strongly disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree

I tend to share my views about good causes through social media

4%

17%

32%

36%

11%

Strongly disagree

Disagree


Agree

Strongly agree

Supporting charities is something I do as part of my social life

SOCIAL ACTIVISM


26%

26%

20%

21%

7%

Strongly disagree

Disagree


Agree

Strongly agree

I tend to share my views about good causes through social media

4%

17%

32%

36%

11%

Strongly disagree

Disagree


Agree

Strongly agree

Supporting charities is something I do as part of my social life

57%

52%

42%

36%

36%

23%

23%

23%

20%

19%

Clean water and sanitation

Food, hunger and nutrition

Providing medicines/ clinics

Education / schools

Natural disasters and emergencies

Promoting/protecting human rights

Wildlife and nature conservation

Animal welfare

Tackling corruption/improving accountability

Promoting/protecting the rights of women and girls

Top ten issues

PREFERENCE FOR CAUSES


AGE BREAKS


8%

13%

15%

21%

16%

27%18

-24

25-3

4

35-4

4

45-5

4

55-6

4

65+

HOUSING STATUS


75%

11%6% 6%

2% 1%

Hom

e ow

ner

Priv

ate

rent

er

Coun

cil r

ente

r

Hou

sing

asso

ciat

ion

rent

er

Livi

ng in

par

ents

' hom

e

Oth

er, p

leas

e ty

pe h

ere

OUR SIMPLE SEGMENTATION


Supporters and prospective supporters of overseas emergency relief charities…

…who donated £50 or more to a charity last year...

…who sign petitions, or engage with others about good causes…

…for whom water & sanitation, food/hunger, and emergency relief are a top-three cause...

…who are aged 35 to 64...

…and own their home.

Segment size: 3.8m (8% of UK adult population)

27m

15m

12m

10m

5m

CIRCLES OF INFLUENCE


15m 12m 10m 5m etc… 3.8m

SO, WHO IS THIS PERSON?

43

DEMOGRAPHICS


MaleFemale

Gender

ABC1

C2DE

Socioeconomic group

7% 8% 10%

4%

13%

3%

10%13%

8%6%

10% 8%

East

Mid

land

s

East

of

Engl

and

Lond

on

Nor

th E

ast

Nor

th W

est

Nor

ther

n Ire

land

Scot

land

Sout

h Ea

st

Sout

h W

est

Wal

es

Wes

t M

idla

nds

York

shire

/H

umbe

rsid

e

Region

KNOWLEDGE AND TRUST IN INGOS


2%

9%

16% 16%

24%

17%

11%

1% 3%

19%24%

15%12%

19%

7%3% 1% 0%

I kno

w

noth

ing

abou

t wha

t th

ey d

o

I kno

w a

lot

abou

t wha

t th

ey d

o

Do you know what INGOs do?

1%

8% 8%

14%

20% 21% 20%

4% 4%

18%22%

15% 14%

20%

7%3%

0% 0%

Not

at a

ll op

en a

nd

hone

st

Very

ope

n an

d ho

nest

Are they open and honest?

BELIEF IN IMPACT


2% 6% 10% 13%

39%

18%6% 1% 1%5% 6% 10% 13%

40%

11%4% 2% 1%

Muc

h m

ore

pove

rty

No

signi

fican

t ch

ange

Muc

h le

ss

pove

rty

Is there more or less poverty than ten years ago?

0% 1% 1% 2%15%

46%

24%

5% 1%2% 3% 3% 6%

43%

23%

8%2% 0%

They

've

mad

e th

ings

muc

h w

orse

They

've

mad

e no

diff

eren

ce

They

've

mad

e th

ings

muc

h be

tter

What difference have INGOs made?

RATIONAL DRIVERS


0% 2%

10%

52%

37%

4%8%

38% 39%

11%

Stro

ngly

disa

gree

Disa

gree

Nei

ther

agr

ee n

or d

isagr

ee

Agre

e

Stro

ngly

agr

ee

Universal human rights are a basic foundation for a fair

and just world

2%

12%

30%

38%

17%

9%

23%

38%

22%

7%

Stro

ngly

disa

gree

Disa

gree

Nei

ther

agr

ee n

or d

isagr

ee

Agre

e

Stro

ngly

agr

ee

Poverty is caused by exploitation, so we have a

responsibility to…

SENSE OF PERSONAL AGENCY


0% 3%9%

54%

33%

4%10%

38% 39%

9%

Stro

ngly

disa

gree

Disa

gree

Nei

ther

agr

ee n

or d

isagr

ee

Agre

e

Stro

ngly

agr

ee

When lots of people make a little effort, we can make

a big difference

5%

14%

33% 36%

12%15%

27%35%

19%

4%

Stro

ngly

disa

gree

Disa

gree

Nei

ther

agr

ee n

or d

isagr

ee

Agre

e

Stro

ngly

agr

ee

Ethical factors strongly influence

how I shop

BARRIERS TO ENGAGEMENT


3%

16%

27%

36%

18%

2% 2%

19%

31%

46%

Stro

ngly

disa

gree

Disa

gree

Nei

ther

agr

ee n

or d

isagr

ee

Agre

e

Stro

ngly

agr

ee

We should address problems in the UK before

problems overseas

1% 2%

12%

48%

37%

2% 2%

15%

32%

49%

Stro

ngly

disa

gree

Disa

gree

Nei

ther

agr

ee n

or d

isagr

ee

Agre

e

Stro

ngly

agr

ee

Corruption and waste mean aid does not reach the

people who need it most

BARRIERS TO ENGAGEMENT


3%

16%

27%

36%

18%

2% 2%

19%

31%

46%

Stro

ngly

disa

gree

Disa

gree

Nei

ther

agr

ee n

or d

isagr

ee

Agre

e

Stro

ngly

agr

ee

We should address problems in the UK before

problems overseas

1% 2%

12%

48%

37%

2% 2%

15%

32%

49%

Stro

ngly

disa

gree

Disa

gree

Nei

ther

agr

ee n

or d

isagr

ee

Agre

e

Stro

ngly

agr

ee

Corruption and waste mean aid does not reach the

people who need it most

!

0%

10%

20%

30%

40%

50%

Our

segm

ent

Reje

ctor

s

Action Against Hunger

BRAND KNOWLEDGE


Net awareness

Net knowledge

0%

10%

20%

30%

40%

50%

Our

segm

ent

Reje

ctor

s

CAFOD

0%

10%

20%

30%

40%

50%

Our

segm

ent

Reje

ctor

s

Concern Worldwide

KEY INSIGHTS


Attitudes I’m knowledgeable about politics +48%

Everyone should have an equal chance in life, no matter who they are

+46%

I would like to do more to help good causes

+119%

When I hear about someone suffering, I feel a strong impulse to help

+176%

Community, religion and politics I’m active in my local community +67%

Attended place of worship past month +103%

Conservative voter +18%

Labour voter +15%

UKIP voter -70%

Sources of news and info I’m first among friends, family and colleagues to know about events in the news

+40%

Magazines +97%

Radio +58%

Social media +45%

Hobbies and interests Theatre +95%

Healthy eating +78%

Cinema +69%

Keeping fit +60%

Percentage scores represent our segment relative to market rejectors

BUILD AND VALIDATE


Your database

WWW.EDENSTANLEY.CO.UK

STRATEGIC ENGAGEMENT

Thank you [email protected]

22 October 2015

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