Insight to innovation – new segments meet new products

Jeff Gould, Senior Innovation Manager Lee Gisbourne, Data Analysis Manager

Who we thought we knew…

Member

Supporter

Campaigner

Prospect

Crew

Trustee

Raffle Player

Volunteer

High Level Donor

Branch Volunteer

Guild

Regional Supporter

Trust

Rescued

Regular DonorShop Customer

Follower

Cash Supporter

Eventer

Lifeguard

Staff

Enthusiast

PledgerLapsed

Active

Developing our segmentation• Clusters of like-minded Supporters

• Use it internally and externally

• Each person can only be in one segment

Five ‘RNLI Engagement clusters’, split by six ‘Life stages’:

Starting out

Settling down

Settled

Empty nesters

Active retired

Slowing down

 

Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5

Starting out           

Settling down   

 

     

Settled         

Empty nesters      

Active retired           

Slowing down           

Engaged

Regular commitment,

pragmatic support

Ad hoc commitment,

emotional support

No engagement

now, but I asked you for

something once

I was engaged …

… but you haven’t kept up with my preferences

 

Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5

Starting out           

Settling down   

 

     

Settled         

Empty nesters      

Active retired           

Slowing down           

 

Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5

Starting out           

Settling down   

 

     

Settled         

Empty nesters      

Active retired           

Slowing down           

29% 55%

16% 35%

5%

14%

8%

17%

3%

18%

1%

10%

UK pen

1 Approach 2 Audiences

• 83% Awareness• 10% Penetration• Cash• Direct Mail• Long Letters• Reserved• Crew• Number of good causes

• 60% Awareness• 1% Penetration• Activity• Social / Peers• To the point• Fun• Challenge• What cause?

Unique Position

• Know our income need• Could invest in new ‘Supporters’• Invest in trials• ROI not number one driver at this

point• Awareness seen as important as

short term income

Our Brief

• Engage Starting Out & Settling Down lifestages• Get them to act• Include fundraising mechanism

Idea Generation

Screening

Feasibility

Development

Post Evaluation

Pilot / Prototype

Launch

Innovation Process

Challenge

Self interest

Cause

The Opportunity

Starting Out Settling Down

Your Brief

• In a group • 15 minutes• Create a new awareness, engagement or

income generating product for your charity for the Starting Out or Settling Down lifestages

• Tell us what it is, what insight it is based on and how you would take it to market

The Solution

Settling Down drive performance

14

I'd be interested in finding out more

about this

It sounds credible to me

This is new and in-novative

This is relevant to me

This is an event I would like to take

part in

This would make me more likely to do-nate my time to

help fundraise for RNLI

This would make me more likely to do-

nate money to RNLI

Starting Out (Top 2 Box)

0.53 0.68 0.64 0.49 0.51 0.44 0.44

Settling Down (Top 2 Box)

0.57 0.8 0.8 0.59 0.53 0.54 0.55

Settled (Top 2 Box)

0.34 0.65 0.65 0.36 0.32 0.3 0.29

5%

15%

25%

35%

45%

55%

65%

75%

85%

Percen

tage Top

 2 Box

Lessons Learnt

• First idea is not always the best.• Research focusses your audience.• Think ahead.• Get people in the business excited.

This video was viewed 98,492 times

4,500 people signed up

87% new to the database

58% in the target lifestages (Starting Out & Settling Down)

Quite a few blogged about it

The App was downloaded over 6,500 times across iOS and Android

Over 700 bottles sold

307,914 microsite visits

3,447 Facebook fans

1,034 Twitter followers

2,035 Tweets favourited

Sponsorship pledge: £400kAverage pledge: £92

Questions?

Visit the CharityComms website to view slides from our past

events, see what events we have coming up and to check out what

else we do. 

www.charitycomms.org.uk