audience segmentation 2011
TRANSCRIPT
Audience segmentationMapping the charity engagement landscape in Great Britain
Patrick Brennan, Research Director Caterina Violi, Senior Researcher30th June 2011
Tel: 0044 20 7426 8888Email: [email protected] Web: www.nfpsynergy.net
What is audience segmentation?
• A way to classify audiences into ‘natural’ groups on the basis of their attitudes and behaviour that allows organisations to...
o Understand attitudinal and behavioural (not just demographic) differences across audiences
o Identify opportunities and challenges of engaging different audiences
o Make fundraising/ recruitment efforts more efficient by prioritising investment in acquisition/ retention of certain audiences accordingly
o Tailor communications to different audiences on the basis of what may motivate them to engage with charities
The CAM segmentation
• An overall segmentation of the British public’s engagement with charities
o Motivations for supporting charitieso Levels and drivers of trust in charitieso Favourite charity categories o Actual and considered giving, volunteering and campaigning behaviour
• Based on statistical techniques - cluster and factor analysis
• Considers engagement from all angles – monetary giving, campaigning, volunteering
• Allows you to see where your own key audiences may fit in the big picture
• However, segmentation techniques are also applicable to more specific audiences (e.g. current supporters, volunteers etc.) and nfpSynergy can help you with this
Base: 1000 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
CAM Donor Segments
Lifestyle and community
givers15%
Super givers8%
Charity start-outers29% Super
doers11%
Junior super doers
17%
Unengaged19%
Base: 1000 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
CAM Donor Segments
Lifestyle and community
givers15%
Super givers8%
Charity start-outers29% Super
doers11%
Junior super doers
17%
Unengaged19%
• Susan, 57 years old
• Children have left home, works part
time
• Reads the local paper + midmarket
papers like the Daily Mail
• Buys her groceries from Sainsbury’s
and her clothes from M&S
• Enjoys listening to local radio
stations and watching Saturday
Kitchen
• Donates to and buys from her Local
Hospice charity shop
• Last month took part in a coffee
morning raising funds for a cancer
charity and sponsored her nephew
running the Paris marathon for an
Overseas Aid and Development
charity
“I’ve supported certain charities simply because they have asked me to”
Lifestyle and community givers : 15%
A little bit to everyone? Lifestyle and community givers do not give much more than average but give to a higher number of charities
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
4.60
1.20
0.50
1.90
0.30
0.901.40
GB average Lifestyle andCommunity
Givers
Super Givers Charity Start-Outers
Super Doers Unengaged Junior SuperDoers
On average Lifestyle and Community Givers have donated £50.2 to charity in the last three months, only slightly above the national average of £42.1
Have you donated to any charities in the last 3 months?
They have the broadest spectrum of interest in terms of causes
When you think about your favourite charities, which category do they fall in to?
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
42%
35%
25%23%
18% 17% 16%14% 14%
10%12%
64%
58%
50%
40%
34%32%
27%
19%
25% 25%
14%
6%
51%
Cancer Children andyoung people
Animal Hospices Health &medical
(excludingcancer)
Rescueservices
Disability Overseas Aidand
Development
Homelessnessand socialwelfare
Older people Environmentand
conservation
No favouritecharities
GB average Lifestyle and Community Givers
“I feel strongly about a number of issues and look for charities that address these” – 42%
They are big on ‘lifestyle’ giving - e.g. charity shops, products that include a charitable donation, raffles and events
In which of the following ways did you give?
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
41% 40%
33%30%
80%76%
69%
54%51%
45%
Donated to a charityshop
Bought from a charityshop
Buying products thatinclude a charitable
donation
Raffle Taking part in orsponsoring someoneelse to take part in an
event
Total Lifestyle and Community Givers
Campaigning
Giving
volunteering
trust
causes
More likely to respond to easy involvement actions
products that include a donation
Join a charity on a social network website
Give to the highestnumber of charities;transactional giving
Support the broadestrange of causes
Average levels of Trust in charities Armed
forces
Less likely than average to volunteer
Local charities
Newspapers
When communicating with Lifestyle and Community Givers...
Strengths
• They are open to supporting a wide variety of causes
• They can be accessed by tapping into their relationship with the local community (e.g. events sponsorship)
Weaknesses
• Potentially low levels of loyalty to specific causes and charity brands
• What they get back from their relationship with charities may be as important as what they give
• Therefore charities need to understand them as consumers as much as they need to understand them as donors (e.g. how do they shop?)
When communicating with Lifestyle and Community Givers...
Opportunities
• They may still support a cause that is not top of their favourite causes list if asked in the right way
• Offering a regular giving product with a ‘transactional’ component (e.g. weekly lottery, cards for many occasions)?
• Offering a ‘transactional’ volunteering product (e.g. free access to heritage sites across the country when volunteering for a heritage and conservation charity)?
Threats
• Their engagement may be vulnerable to life-style changes
• They are a challenging group to develop a long term relationship with that centres around the cause
• Hard to retain if asked to give in ways that offer bigger and better rewards by other charities and/or they come across a charity working on one of the many causes they are interested in
Base: 1000 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
CAM Donor Segments
Lifestyle and community
givers15%
Super givers8%
Charity start-outers29% Super
doers11%
Junior super doers
17%
Unengaged19%
“I feel strongly about a number of issues and I look for charities that address these”
• George, 65 years old
• Married to Helen, children have
left home; retired after working in
management
• They own their house outright
• Reads the Daily Telegraph and
enjoys the crosswords
• Shops at Waitrose
• Watches Question Time, News Night
and Test Cricket
• Is a member of the National Trust
and gives £ 20 a month to Oxfam by
direct debit
• He writes a check to his local
hospice every Christmas
Super givers: 9%
Super givers are the most likely to give and give the highest amounts
Have you donated to any charities in the last 3 months?In total, approximately how much money have you donated to any charities in the last 3 months?
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
74%
90%
100%
72%
86%
39%
83%
£42.10
£50.20
£96.30
£36.20
£69.60
£12.70
£32.10
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GB average Lifestyle andCommunity Givers
Super Givers Charity Start-Outers
Super Doers Unengaged Junior SuperDoers
£0
£10
£20
£30
£40
£50
£60
£70
£80
£90
£100
Donatedin thelast threemonths
Averageamountdonated
They are more likely to give in ‘traditional’ and regular/committed ways
Have you given time as a volunteer to an organisation in the last 3 months?
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
33%
21%
10%
46%
13%
57%
67%
32%
26%
76%
66%
7%
Cheque Raffle SO/DD Membership/subscription On street cash collection Envelope through thedoor
GB average Super Givers
Super givers are the most likely segment to be talking with friends and family about writing a will
In the last couple of months, have you spoken with friends and family about any of the following topics?
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
Lifestyle andCommunity givers
Super Givers Charity Start-Outers Super Doers Unengaged Junior Super Doers
Financial planning (e.g. pensions, savings, investments)
Politics
Charities that you support
Writing a will
A specific charity s campaign
Leaving a donation or gift ot charity in your will
Campaigning
Giving
volunteering
trust
causes
More likely to consider ‘committed’ actions
Most likely to give, and give the most
Support traditional causes
Higher levels of trust in charities
Traditional ways of giving, regular giving
Attending meetings
Writing to MPs, companies
Armed forces
Royal family
Average levels of volunteering
The Church
Overseas aid
Cancer
High fundraising standards and longevity of the brand are important for trust
When communicating with Super Givers...
Strengths
• Sense of loyalty to the cause underpinned by strong feelings about the issues they choose to support
• High levels of trust in charities to spend their donations wisely underpins high levels of monetary giving
Weaknesses
• Their high level of involvement with charities through giving is not yet reflected in volunteering or campaigning
• When it comes to financial support, it is hard to predict what their ‘saturation’ threshold is for supporting a new charity or increasing donations to existing ones
Opportunities
• They look to support charities working on issues that are important to them, therefore Hospices, Rescue Services, Overseas Aid and Development, Environment, Elderly and faith based charities are well placed to communicate with them
• Promoting the longevity of a brand and its sense of establishment may help engage/retain them in appropriate circumstances
• Potential to engage them in campaigning through high involvement actions
• They are the right group to target for legacy ask
Threats
• Regular church/religious worship may be a strong driver behind this group’s giving behaviour and it is likely to be generational rather than life-stage related factor
• With the gradual decline of worship behaviour across generations this group may be shrinking
When communicating with Super Givers...
Base: 1000 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
CAM Donor Segments
Lifestyle and community
givers15%
Super givers8%
Charity start-outers29% Super
doers11%
Junior super doers
17%
Unengaged19%
• Karen, 33 years old, lives with her
boyfriend
• Works in retail and goes to the gym
twice a week
• Has 274 friends on Facebook and
also has a twitter account
• Never misses EastEnders and the X
Factor
• Reads the news online and
occasionally buys Grazia magazine
• Shops at Tesco
• Doesn’t have much time for
volunteering but happily gives £ 5 a
month by Direct Debit to her
favourite children charity
Charity start-outers: 29%
‘I trust charities to spend their donations wisely a great deal’
Charity Start-Outers are less likely to engage in many of the standard ways but more likely than average to give by SO/DD
In which of the following ways did you give?
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
21%
46%
30%
13%
41%
17%
30% 30%
20%
4%
26%
33%
Raffle SO/DD On street cashcollection
Taking part in orsponsoring
someone else totake part in an
event
Envelope throughthe door
Bought from acharity shop
Total Charity Start-Outers
On average Charity Start-Outers donated £36.2 to charity in the last three months, slightly below the national average of £42.1
Campaigning
Giving
volunteering
trust
causes
Highest levels of consideration for ‘low’ involvement campaigning activities
Average likelihood of giving and below average size of donations
Less likely to support disability, health, hospices, homelessness
Highest levels of trust in charities
Lower than average levels of volunteering
Charities
More responsive to ‘non intrusive’ methods
More likely to be annoyed by face-to face fundraising
Telling someone about the campaign
Longevity and brand awareness are important
...but more likely to donate by DD/SO
When communicating with Charity Start-Outers
Strengths
• A sizeable minority are already engaged through a regular (albeit low) level of commitment to supporting charities through SO/DD
• Highest levels of trust in charities to spend their donations wisely
Weaknesses
• They are not particularly engaged with charities all round and there may be a danger of relying on their inertia to carry on supporting charities through SO/DD
• There is no particular favourite cause that stands out for this group and some causes are ‘less’ preferred than average (e.g. disability, health, hospices, homelessness)
When communicating with Charity Start-Outers
Opportunities
• Asking them to upgrade their DD/SO donation and get more value out of their current commitment
• Strengthening their all-round engagement (e.g. through easy involvement campaigning actions)
• Capitalising on awareness and longevity of a brand which are key drivers of trust for this group and may be an important short-cut when choosing who to support
Threats • Mitigating the ‘intrusive’ nature of
certain fundraising methods (e.g. F2F) may be important to avoid alienating this group
Base: 1000 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
CAM Donor Segments
Lifestyle and community
givers15%
Super givers8%
Charity start-outers29% Super
doers11%
Junior super doers
17%
Unengaged19%
• Rita, 42 years old
• Works in marketing
• Sings in the church choir
• Reads The Times and listens to
Classic FM
• Volunteers once a week at the
local hospice and has recently
written to her MP to support the
campaign of her favourite
disability charity
• Often talks with friends about
her favourite charities and their
campaigns
• Is more likely to trust charities
with whom she has had contact
and those which are based in
her local area
Super doers: 11%
“personal experience of the charity drives my decision to support them”
They are the ‘super volunteers’ - all have volunteered in the past three months
Have you given time as a volunteer to an organisation in the last 3 months?
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
6%9%
0%
100%
2%0%
13%
Total Lifestyle andCommunity
Givers
Super-givers Charity start-outers
Super-doers Unengaged Junior super-doers
Almost half of people in this group (48%)volunteer twice
a month or more often
Large charity 40%
Small charity 28%
Community group 21%
Church or place of worship 13%
Through a role in the local community e.g. a school governor
11%
Campaigning organisation or pressure group
3%
Super Doers’ all round engagement with charities is reflected in their topics of conversation
In the last couple of months, have you spoken with friends and family about any of the following topics?
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
22%
29%
15%
44%
5%
24%
13%17%
22%
9%
26%
2%
18%
40%
GB Average Lifestyle andCommunity
Givers
Super Givers Charity Start-Outers
Super Doers Unengaged Junior SuperDoers
Charities that you support A specific charity s campaign
Super Doers are highly active when it comes to campaigning – they are more likely than average to have taken any campaigning actions, particularly the more ‘involved’ ones
Which of the following activities have you done, or would you consider doing, if you were asked by a charity you support? Have done in the last 3 months/ more than 3 months ago
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
15% 14%12%
8%5% 4% 4%
44%
29%
20%
26%
20%
11% 11%9%
34%
Add name to apetition
Tell someone elseabout a campaign
Join a group on asocial networking site
Sign a campaigningpostcard
Write to your MP Emailcompany/international
organisation
Write to yourlocal/regional press
Taking part in a publicmeeting
Total Super Doers
Super doers also engage more than average with charities financially
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
Have you donated to any charities in the last 3 months?In total, approximately how much money have you donated to any charities in the last 3 months?
74%
90%
100%
72%
86%
39%
83%
£42.10
£50.20
£96.30
£36.20
£69.60
£12.70
£32.10
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GB average Lifestyle andCommunity Givers
Super Givers Charity Start-Outers
Super Doers Unengaged Junior SuperDoers
£0
£10
£20
£30
£40
£50
£60
£70
£80
£90
£100
Donatedin thelast threemonths
Averageamountdonated
Campaigning
Giving
volunteering
trust
causes
Highest levels of ‘high’ involvement campaigning activities
Higher than average on most donation methods
More likely to be frequent volunteers
Charities
More likely to be annoyed by fundraising letters and appeals
Royal family
Higher than average levels of trust in charities
Writing to MPs, companies
When communicating with Super Doers...
Strengths • They are the most ‘well-rounded’
type of supporters among all the other segments, with high levels of engagement with charities on many fronts– giving, volunteering and campaigning
• Their high levels of engagement are founded on high levels of trust on how charities spend their donations
• They are the most ‘resilient’ segment when it comes to expectations about size of future donations
Weaknesses • They are a core, but still relatively
small group (11%) whose ‘incidence’ could be amplified
When communicating with Super Doers...
Opportunities
• Likely to be warm to supporting a variety of strands of a charity’s work, none of which are mutually exclusive for them
• Many of them engage with charities at a community level, therefore charities that are able to promote their local credentials may have an advantage in getting the attention of this group
• With their high levels of involvement in the local community and personal ties they could champion charities locally and encourage other people to get involved
Threats • They can’t be taken for granted -
they are a core minority which needs to be nurtured over long periods of time and might be difficult to replace overnight
• Donor/volunteer care is key
Base: 1000 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
CAM Donor Segments
Lifestyle and community
givers15%
Super givers8%
Charity start-outers29% Super
doers11%
Junior super doers
17%
Unengaged19%
• Rob, 30 years old
• Works as a bus driver
• Plays 5-a side with his friends
on Sundays
• Listens to Capital FM
• Watches Top Gear, football
and Al Murray
• Shops at ASDA
• Doesn’t really have a
favourite charity but if he
had to choose he would give
to an animal charity
Unengaged: 19%
“I don’t trust charities to spend their donations wisely”
Campaigning
Giving
volunteering
trust
causes
Less likely to give, give substantially smaller amounts
Less likely to volunteer
More likely than average to say that they do not trust charities to spend donations wisely
Less likely to say they have a favourite charity
Less likely to be involved in any campaigning activity
When communicating with the Unengaged...
Strengths • They are a relatively small group –
less than one in five members of the GB public
Weaknesses • Highly sceptical – they have the
lowest levels of trust in charities spending their donations wisely
• Least engaged audience in general, not only in relation to charities (e.g. less likely to read newspapers, to talk about any of the topics prompted with friends, to trust any institution)
When communicating with the Unengaged
Opportunities • There appear to be very few
opportunities with this group
• Perhaps with the exception of easy/ low commitment campaigning actions (e.g. petition signing) this group should be the lowest priority for charities when it comes to acquisition
Threats • They are the most pessimistic
with respect to future donations
• Therefore even if successfully recruited for monetary giving they may be a hard group to retain
Base: 1000 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
CAM Donor Segments
Lifestyle and community
givers15%
Super givers8%
Charity start-outers29% Super
doers11%
Junior super doers
17%
Unengaged19%
• Nathalie, 18 years old
• Lives with her parents
• Studies Politics at college and
works part time at The Body
Shop
• Listens to XFM; Watches
Hollyoaks and the X Factor
• Recently ran the Race for Life in
memory of her aunt who died of
cancer
• Is thinking of joining a student
campaigning group when she
starts university next year
Junior super doers: 17%
“Events in my life determine which charities I donate to”
Junior super doers have higher than average consideration for most campaigning actions, including some high involvement ones (e-mailing/ writing to MP)
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
Which of the following activities have you done, or would you consider doing, if you were asked by a charity you support? Would consider doing
51%
46%
40%
35%
30% 29% 28%
58% 59%
50%48%
45%
35%32% 32%
52%
Tell someone elseabout a campaign
Sign a campaigningpostcard
Add name to a petitionEmail to your MP Write to your MP Write tocompany/international
organisations
Join a group on asocial networking site
Write to the NationalPress
Total Junior Super Doers
13
Their interest in politics goes hand in hand with higher consideration for campaigning actions
In the last couple of months, have you spoken with friends and family about any of the following topics?
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
36%
22%
16%13%
4%
49%47%
24%
17% 18%
4%
37%
Financial planning(e.g. pensions,
savings,investments)
Politics Charities that yousupport
Writing a will A specific charity'scampaign
Leaving adonation or gift otcharity in your will
GB average Junior Super Doers
Junior super doers are slightly more likely to give than average but give lower amounts
Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy
Have you donated to any charities in the last 3 months?In total, approximately how much money have you donated to any charities in the last 3 months?
74%
90%
100%
72%
86%
39%
83%
£42.10
£50.20
£96.30
£36.20
£69.60
£12.70
£32.10
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
GB average Lifestyle andCommunity Givers
Super Givers Charity Start-Outers
Super Doers Unengaged Junior SuperDoers
£0
£10
£20
£30
£40
£50
£60
£70
£80
£90
£100
Donatedin thelast threemonths
Averageamountdonated
Campaigning
Giving
volunteering
trust
causes
Highest levels of ‘easy’ involvement in campaigning activities + higher consideration of more involved ones
Slightly more likely to have given in the past three months but lower amounts than average
Lower than average volunteering
Charities
higher than average levels of trust in charities
Telling someone about the campaign
Writing to MPs, companies
More likely to be annoyed by face-to face fundraising
Cancer
External endorsement by celebrities and corporate is a key driver of trust
When communicating with Junior Super Doers...
Strengths • They are a slightly younger group
which, if appropriately nurtured, can become tomorrow’s givers
• They show high consideration for ‘involved’ campaigning actions (e.g. writing/e-mailing MPs)
Weaknesses • They are currently high frequency
but low value in terms of donations and, given their life-stage, they are likely to remain so for a period of time
When communicating with Junior Super Doers...
Opportunities • Specific opportunities for Children
and Cancer charities which are among their favourites charity categories
• Potential for initiating a long term relationship with this group, starting with campaigning and developing their involvement on other fronts (e.g. monetary giving) in later stages of life
• Finding the corporate and celebrity partnerships that are relevant to this audience may be key to earn their trust
Threats • A potentially risky investment as
the timeframe for development into ‘super doers’ is long and the return on investment (especially when it comes to monetary donations) may not be immediate
ConclusionsSix key actions
Cu
rren
t en
gag
em
en
t Super Doers Develop them as charity champions within their communities
Super GiversEnsure their monetary involvement continues beyond life (legacies) and develop them as ‘doers’
Unengaged A relatively cold and therefore low priority audience
Charity Start-Outers Upgrade their regular giving and gradually engage them in ‘doing (e.g. low involvement campaigning actions )
Lifestyle and Community GiversBuild a relationship centred around the ‘right’ giving product rather than the cause
Junior Super Doers Make campaigning the starting point of a relationship that lasts a lifetime