rnib - integrating across channel and function. integration: breaking down the silos conference, 26...
TRANSCRIPT
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Integrating across
channel and function
Or, How to get those pesky fundraisers to do
what you tell them
Natasha Dickinson, RNIB group head of
marketing and communications
Agenda
1. Brand challenges: Where we were in 2011
2. Brand solutions: What we wanted to change
3. Our integrated campaign: I am here
4. I am here: Results
5. Summary: Top tips
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Source: Charity Brand Index survey, 2011. Base: All adults,
nationally representative sample
Brand challenges: Starting point in 2011
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Charity Brand Index 2011: Top 20 charities
0
10
20
30
40
50
60
70
80
90
Can
cer R
esea
rch
UK
RSP
CA
Roy
al B
ritish
Legi
on
Hel
p fo
r Her
oes
Mac
milla
n Can
cer S
uppo
rt
BBC C
hild
ren
in N
eed
British
Hea
rt Fo
unda
tion
NSP
CC
St Joh
n Am
bula
nce
RNLI
Oxfam
Com
ic R
elief
Gre
at Orm
ond
Street
Hos
pita
l
Mar
ie C
urie
Can
cer C
are
British
Red
Cro
ss
Guide
Dogs
The S
alvatio
n Arm
y
Barna
rdo's
RNIB
Batte
rsea
Dog
s & C
ats
Hom
e
Trust Positive impression
• RNIB is one of the
most trusted UK
charities
• 19th overall in CBI
• Joint 7th for trust
(77% say RNIB is
'completely' or
'very' trustworthy)
• Highest score for a
disability charity
• 3rd in a study of
charity reputations
(Reputation
Institute, 2011)
Charity Brand Index (CBI) 2011: Top 20 charities
Source: Brand Attributes, nfpSynergy
Base: All those aware of RNIB among 2,000 adults 18+, Britain,
November 2011
But people didn't really know what we do …
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Source: NfpSynergy, Charity Awareness Monitor, 1998 - 2011.
Base: All adults, nationally representative sample
Each year, fewer people knew about us …
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Total Semi-prompted
Spontaneous Linear (Semi-prompted)
Linear (Spontaneous) Linear (Total)
• Semi-prompted
and spontaneous
awareness stable
at an average of
26 and 6 per cent
• Decrease in total
awareness from 92
per cent in 1998 to
82 per cent in 2011
4.91 5.045.27 5.28
5.51 5.53
6.04 6.196.4 6.46 6.47 6.48
6.69 6.69 6.77 6.94 7.03 7.04 7.23 7.31 7.45
RN
IB
… and those who did know, didn't really care
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"Please indicate how close you feel to (...) by placing where you would like
them to sit in relation to you, where 1 means closest and 12 means furthest"
• Flipside of trust is that we’re seen as big, formal and a bit old fashioned
• Fighting disinterest in the brand
Source: nfpSynergy, Brand Attributes Monitor, November 2011
Base: All those aware of each charity brand among 2,000 adults
18+, Britain
We were seen as lacking in warmth …
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26%
14%
21%
21%
30%
16%
27%
34%
36%
23%25%
26%
31%32%
36%
41%
30%28%
38%
31%
Practical
Approachable
Sympathetic
Professional
Friendly/Welcoming
Helpful
Honest
Trustworthy
Supportive
Caring/Compassionate
RNIB
Disability and SensoryImpairment
"Please choose up to ten words that you think describe your ideal charity working
in Disability and Sensory Impairment"
• RNIB better on
practical and
professional
• Worst on
honest,
approachable
and friendly/
welcoming
Source: Brand Attributes, nfpSynergy
Base: All those aware of RNIB (1168) among 2000
adults 18+, Britain, Nov 2011
(Unsurprisingly, given the budget)
Top 20 spenders October 2011 £20.1m - incl DM
2.70
2.00
1.50
1.40
1.10
1.070.890.86
0.85
0.82
0.79
0.78
0.75
0.74
0.69
0.68
0.62
0.60 0.58 0.58
M acmillan C ancer Support
The Smile T rain
R oyal B rit ish Leg ion
Guide D ogs For The B lind A ssn
B rit ish R ed C ross
R spca R oyal Soc Prevent ion A nimals
Save The C hild ren Fund
Great Ormond St reet Hosp it al
St D unst ans C harit y
B rit ish Heart Found
A icr A ssn Int l C ancer R esearch
If aw Int l Fund For A nimal W elf are
R nib R oyal N at l Inst B lind
C risis C harit y
A rt hrit is R esearch C ampaign
A ge U k
Pdsa Peop les D ispensary Sick A nimal
M out h & Foot Paint ing A rt ist s
R oyal N at l Lif eboat Inst R nli
N at l T rust
Save the
Children 0.89
RSPCA 1.07
Red Cross 1.10
AICR 0.79
BHF 0.82
St Dunstan's 0.85
GOSH 0.86
Crisis 0.74
RNIB 0.75
IFAW 0.78
National Trust 0.58
Arthritis
Research 0.69
Age UK 0.68
Mouth & Foot
Painting Artists 0.60 RNLI 0.58
PDSA 0.62
• Top 20 spenders
account for half
of all sector
media spend in
October 2011
(£20.1m )
• Guide Dogs and
St Dunstan’s
both outspent
RNIB
Royal
British
Legion
1.50
Smile Train
2.00
Guide
Dogs 1.40
Macmillan 2.70
Top 20 charity spenders including DM October 2011 - £m
Source: Mediavest Ad
Dynamics, October 2011
Includes direct mail (DM),
door drops, TV, radio, internet,
press and outdoor
Brand challenges: summary
• We weren’t cutting through
• We weren’t sticking in people’s minds (birds? Who?)
• People didn’t really know what we could do for them
(braille? Sticks?)
• Even when we used our year's brand budget in one
month, we still weren't in the top ten charity ad spenders
• We weren’t reaching everyone who could use our help
and we weren't making the case for support
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• Refreshing our brand identity in every way, and creating a
shared ambition and values across RNIB group
• Working together across the organisation to layer activity
enabling us to have greater impact.
• Nurturing more mutual beneficial relationships between
Fundraising and Campaigning.
• Agree principles of customer relationship management across
organisation.
• Ensuring all of this was supported by the new 2014-19
organisational strategy
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1. Reposition RNIB
2. Raise awareness of RNIB
3. Have a single minded message
4. Raise money for RNIB / Action
5. Defend existing sight loss advisers and lay the ground for
a November call for more …
• … by showing how important it is to get the right
practical and emotional support when you are told
you are losing your sight.
I am here campaign
• Launched new look and feel
• Joined forces with fundraising to increase reach:
• First scene-setting brand advertising introduced sight loss advisers
• Then Acquisition Fundraising recut the ad for a DRTV appeal
• Messaging and topic aligned across Retention Fundraising mailing
• Kept powder dry for Policy and Campaigns report in autumn,
supported by further brand advertising
• Also pushed I Am Here through owned and earned media
(member comms, website, social media handles, PR).
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I am here: core idea
• It changes your life when
you’re told: “You are losing
your sight and there’s
nothing more we can do.”
• It's crucial that you get the
right practical and emotional
support when you receive
this news – and wherever
possible, to make sure you
get advice early enough to
stop your sight loss.
I am here: radio, digital and outdoor adverts
• Bus stop and escalators at
key London train stations
• 4 radio adverts
• Digital: MSN, AOL, Skype,
Huffington Post and AOD
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I am here: campaign action
• Only 53 per cent of UK eye clinics have any support staff
available to patients to talk to after their diagnosis
• 'Hanging by a thread' campaign briefing showed
precarious funding landscape for sight loss advisers
• Well known that eye clinics are full to capacity, with staff
under huge strain to diagnose and treat patients.
• Petition for every eye clinic to have access to a sight loss
adviser by 2019.
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I am here: fundraising retention pack
• Your support means that we can be there when someone
is facing the devastating impact of sight loss.
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I am here: aimed to…
• Raise money
• Change perceptions of
RNIB
• Protect existing ECLO
posts
• Integrated KPIs across
each function
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I am here: results
• We changed the way RNIB is perceived – more
successfully than any campaign we’ve ever run
• Brilliant results for Campaigns, retention, PR and brand
• Estimated reach:
• Digital display: 26.3m impressions
• VoD: 5.15m impressions
• Radio ad 6.1m people
• PR: 30m people
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I am here: results
Activity Target Actual Achieved
Media coverage (pieces) 63** 200 317%
Sight loss advisers funded n/a One n/a
RNIB retention income undisclosed undisclosed 112%
Airtime: opportunity to hear (No.
of times in four weeks)
13.86 15.03 108%
Digital: click through rate 0.09% 0.35% 389%
Target audience: remember any
recent RNIB ads
3%* 6% 160%
Target audience: consider RNIB
only / ahead of other charities
12%* 17% 141%
Agree the campaign made them
think more about sight loss
71%** 88% 124%
* No KPI set: compared to pre campaign levels
**2013 campaign result
Radio ads were strongest ever at delivering new
information about RNIB and encouraging response
Q18. To what extent to do you agree or disagree with the following statements about the radio ad? Base: All radio ad recognisers (51, 41, 43, 98)
2010
(Lost and
Found)
%
2011
(Access to
Reading)
%
2013
(AMD -
Spot the
Signs) %
2014
(Be there)
%
I really liked the ad 71 61 44 59
It talked to me in a different way from other charity campaigns 73 61 58 60
It made me want to find out more about RNIB 33 22 33 48
It told me something new about RNIB 69 54 65 74
It didn’t catch my attention 12 27 26 10
It makes me want to donate to RNIB 45 44 21 54
It’s too long 10 10 16 4
It was relevant to me personally Not asked Not asked 28 30
The ads were clear, thought-provoking, and
makes people think about sight loss
Q21. Still thinking about the ads we have just shown you (radio and Video On Demand), to what extent do you agree or disagreewith each of these statements about the campaign as a whole? Base: All campaign recognisers (142)
95% 88% 88% 87% 82%
2% 7% 3% 3% 10%
Top 3
Bottom 3
Significantly more people thought of RNIB as
providing ‘help / support’ after the campaign
• Q10. How would you describe the types of services offered by RNIB to someone else?
What would you tell them they do? Base: All respondents (207)
Pre
%
Post
%
Help / support (general) 23 46
Guide dogs 21 14
Provision of aids / equipment (general) 10 12
Research 10 14
Home help / support / visits 8 8
Audio books 7 10
Fund raising 7 6
Training (general) 6 5
Raise awareness / campaign 5 6
Braille lessons / training 5 2
Information 3 4
“Offer support and
advice to partially
sighted/blind people.”
“Support for people
losing or lost their sight.”
“Help newly blind
people adjust.”
Total
%
Recognisers
%
Non-
recognisers
%
Difference
%
Campaigning 59 71 54 17
Sight loss advisers at eye clinics 40 49 36 13
Emotional support 67 77 64 13
Information and advice 79 86 77 9
Research into eye health and sight loss/blindness 63 70 61 9
Guide Dogs 67 73 65 8
Products to help people with sight issues 72 77 70 7
Reading/talking books 77 82 75 7
Eye health - diagnosis & prevention 42 46 40 6
Helping blind and partially sighted people make the most of
technology74 77 73 4
Travel and transport 39 42 38 4
Helping blind and partially sighted people find and stay in
work68 70 67 3
Help with claiming benefits 50 50 50 0
Supporting blind and partially sighted children and young
people at school and beyond65 65 65 0
More people associate us with campaigning and
providing sight loss advisers and emotional support
Significant difference at 95% confidence
• Q11. Which, if any, of the following areas of work do you associate with RNIB (Royal National Institute of Blind People)? Base: Campaign recognisers (142); Non-recognisers (371)
We successfully warmed up perceptions of RNIB
• Campaign recognisers more likely to think of RNIB as ‘positive’, ‘caring’ and ‘helpful’
• Q13. Here are some words that other people have used to describe
various charities, please click on the ones that you think best fit with
RNIB. Base: Campaign recognisers (142); Non-recognisers (371)
Significant
difference at
95%
confidence
We made people take action
• 20 per cent talked to someone about sight loss
• 15 per cent say they made a donation to RNIB
• Q23. And did you do any of the following as a result of seeing or
hearing these ads? Base: All campaign recognisers (142)
1 Shared problem: You need the right practical and
emotional support when you receive are told you're losing
your sight – but this is denied to people across the UK.
2 Shared solution: sight loss advisers (donate, petition)
3 Shared target audience: 50-70 year olds ABC1s
4 Shared assets: case studies, killer stats and creative
treatment
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Summary: How to make it integrated
• Know all of your audiences first
• Identify the right hook
• Create a brand fit for purpose
• Plan your campaign and channel mix
• Have customer journeys ready and waiting
• Champion integration, as always.
• When we work together, we are greater than the sum
of our parts
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