A model for defining and prioritising your audiences for growth

50 Years - Rapid Increase in Members.

1959

1962

1965

1968

1971

1974

1977

1980

1983

1986

1989

1992

1995

1998

2001

2004

2007

2010

0

200

400

600

800

1000

1200

Growth of RSPB members

Year

No

. me

mb

ers

(0

00

's)

Adult and Family Memberships.

01-Mar-

99

01-Aug-9

9

01-Jan-00

01-Jun-00

01-Nov-0

0

01-Apr-0

1

01-Sep-01

01-Feb-02

01-Jul-0

2

01-Dec-

02

01-May

-03

01-Oct-

03

01-Mar-

04

01-Aug-0

4

01-Jan-05

01-Jun-05

01-Nov-0

5

01-Apr-0

6

01-Sep-06

01-Feb-07

01-Jul-0

7

01-Dec-

07

01-May

-08

01-Oct-

08

01-Mar-

09

01-Aug-0

9

01-Jan-10

01-Jun-10

01-Nov-1

0

01-Apr-1

1

01-Sep-11

01-Feb-12

01-Jul-1

2

01-Dec-

12550,000

560,000

570,000

580,000

590,000

600,000

610,000

620,000

630,000

No.

Recruitment Costs - Increasing.

RSPB Financial Supporters1.16m

RSPB Active Supporters1.67m

RSPB Interested3.60m

RSPB Aware10.49m

UK Adult Population50.65m

RSPB Financial Supporters2.19m

RSPB Active Supporters3.04m

RSPB Interested5.86m

RSPB Aware14.64m

UK Adult Population54.22m

2010/11 2020/21

To achieve our 2020/21 targets we need to increase the number of financial supporters by 1 million while also increasing the value from supporters

AUDIENCE DEVELOPMENT

Personality of the RSPB

RSPB

I can’t imagine an RSPB party really

kicking off

I see the RSPB as spending a lot of

time in committee meetings

I see a couple dressed identically and they finish each other’s

sentences

Male,Tweed, plus fours,

Flat cap, wellingtons

Not well known,Bill Oddie

Like a train spotter,Very enthusiastic

Bland, boring, reserved, quiet

Intellectual, boffin

Love birds,professional

Aloof,outdoors

I don’t really think of them as a charity like Cancer Research, it’s more to do with bird spotting, walking and

giving you information, but not necessarily wanting

money for it(Suspects, Doncaster)

Audience Development

• September 2010 – Outside In Review (findings supporting the whole process of brand and comms development)

• Need to address Image and profile issues Spray and pray comms/marketing Poor cut through

RSPB Financial Supporters1.16m

RSPB Active Supporters1.67m

RSPB Interested3.60m

RSPB Aware10.49m

UK Adult Population50.65m

RSPB Financial Supporters2.19m

RSPB Active Supporters3.04m

RSPB Interested5.86m

RSPB Aware14.64m

UK Adult Population54.22m

2010/11 2020/21

To achieve our 2020/21 targets we need to increase the number of financial supporters by 1 million while also increasing the value from supporters

AUDIENCE DEVELOPMENT

Audience Development

• September 2010 – Outside In Review (findings supporting the whole process of brand and comms development)

• Dec 2011 – General Public – Segmentation – Qualitative Qualitative research: focus groups conducted among groups across

the UK, at different life stages and with different levels of involvement with nature.

Two key things learnt

Key Drivers

.

Connecting with Nature• extent to which people feel connected with nature• the nature/quality of that connection

Challenges to Nature• degree of understanding and perceived seriousness of

the threats• extent to which these are seen as global / intangible

and/or distant / ‘out of my sphere of influence’• as opposed to local / concrete and/or close to home /

something I can try and influence

Tackling the Threats• extent to which individuals feel responsible for the

threats• extent to which they feel empowered/impotent when

it comes to tackling the threats

PASSION

PROBLEM

ROLE

Other Important Factors

• LIFESTAGE

.

Child Teen Young adult Parent Empty

nester Retired

LOCATION

Rural Urban Metro

Audience Development

• September 2010 – Outside In Review (findings supporting the whole process of brand and comms development)

• Dec 2011 – General Public – Segmentation – Qualitative

• May 2012 – General Public Segmentation – Quantitative

The Segmentation

• Quantitative research: online survey of 3,000 respondents across the UK, 20 minutes-questionnaire.

• Building on existing research knowledge (internal and external):– Outside In review– Existing segmentations of green attitudes, of the charity

market...

Segmentation - variables used

– Action for nature: what they do or would be willing to do to support nature.

– Value of nature: general attitudes towards nature & wildlife.

– Environmental concern: attitudes towards environmental issues (positive and negative statements).

– Passion for nature: interest, concern, personal effort, willingness to learn more about nature and wildlife.

– Purchase ethics.

– Recycling attitude and behaviour.

– Willingness to change.

– Outdoors activities.

20%

14%

20%

11%

18%

10% 6% *

Active Nature Enthusiasts (ANE)

Local Ethical Consumers (LEC)

Passive Nature Enthusiasts (PNE)

Sceptical (SCP)

Disengaged (DIS)

Rejecters (REJ)

N/A

6 segments identified among the general pop.

Segments identified via factor and cluster analysis of attitudes towards nature amongst UK population via online survey of 3018 respondents. UK population estimates included in brackets.

* Note: 6% of population unallocated to clusters

UK general public

INCREASING LEVEL OF

ENGAGEMENT WITH NATURE

Title

• Notes

Summary of the segments

Active Nature

Enthusiasts

(ANE)

Local Ethical

Consumers

(LEC)

Passive Nature

Enthusiasts

(PNE)

Sceptical (SCP)Disengaged

(DIS) &Rejecters (REJ)

PassionHigh High Low Medium Very low

Awareness & Concern

High Medium High Medium Contradictory Low

Role & actions

Broad Specific actions Limited LimitedNone (recycling

for DIS)

Title

• Notes

Active Nature Enthusiasts - Family

Title

• Notes

Local Ethical Consumers

Title

• Notes

Passive Nature Enthusiasts

Relevance to the new RSPB brand positioning

Agreed positioning - ‘The force that will save our threatened wildlife’

Concerned about preserving wildlife for their grandchildren

Concerned about protecting wildlife for their children and engaging with nature as a family

Aimed at this audience to push the brand more into the mainstream and ensure long term growth . Brand perceptions and experience will need significant change to fit into lifestyle

Brand Personality

Sociable Dynamic KnowledgeableInspiring

Active Nature Enthusiasts – Young/ Pre-Family

Concerned about wildlife, but more on a global level where RSPB lacks credibility

Active Nature Enthusiasts - Family

Active Nature Enthusiasts – Post Family

Local Ethical Consumers

More focused on very local issues that affect their lives directly

Passive Nature Enthusiasts

PRIORITY PRIORITY

Prioritising the audiences

Audiences prioritised through :

• Workshops

• Market Sizing

• Brand Stretch

Market Sizing

13%

88%

Active Nature Enthusiasts

9%

92%

Local Ethical Consumers

7%

94%

Passive Nature Enthusiast

Brand StretchREJ

DISSCPPNELEC

ANE

How do we make the segmentation actionable?

1. Identify the segments within our current supporter base and also amongst future supporters

2. Identify where we can find our target segments to grow our support and quantify the opportunity for growth

3. Communicate better with these supporters

The Options

1. Send our segmentation questionnaire to all of our existing and new supporters.

2. Investigate bridging our segmentation to a UK wide database.

PopulationSurvey DataThe Available Data

1. Identify the segments within our current and future supporter base

• All contacts on our database flagged with predicted audience segment

• Allowed deeper analysis of our supporter file by segment

Analysing our supporter file

ANE’s

ANE’s LEC’s

PNE’s

How will we use this?

• Developing profiles and propensity models

• Understanding what product or offer or theme or channel we should put in front of which supporters

• Determining what is the next best ask?

Identifying Segments for New SupportersActive Nature

Enthusiasts

Local Ethical Consumers

Passive Nature Enthusiasts

Sceptics

Disengaged

Rejecters

??????

2. Identify where we can find our target segments to grow our support and quantify the opportunity for growth

• Every individual on the Ocean database flagged with RSPB segmentation

• Ability to view segment distribution by postcode area, district and sector

Segmentation Mapping

Practical Uses

Door drops across the east of England

EXAMPLE1.2m Households at a response rate of 0.1%= 1200

Cost of £90,000

£75 per response

Targeted door drops

EXAMPLE400k Households at a response rate of 0.3%= 1200

Cost of £30,000

£25 per response

Other practical uses

3. Communicating better with our supporters

• Previous approach was a bit spray and pray

• We’ve found out lots of new things about our segments

• CACI bridging revealed more insight on each of our segments

• Attempting to bridge the segmentation across to TGI to expand our lifestyle insights

New insights for ANE’s

New insights for LEC’s

Segmentation Mapping

Identifying SegmentsActive Nature

Enthusiasts

Local Ethical Consumers

Passive Nature Enthusiasts

Sceptics

Disengaged

Rejecters

Supporter Journey

Supporter Journey

Supporter Journey

Supporter Journey

Supporter Journey

Supporter Journey

Identifying Segments

Active Nature Enthusiast

Local Ethical Consumer

Supporter Journey

Final remarks• It is important to completely understand the insight

requirement• Choose the right insight partners • Obtain organisational buy-in to ensure the insight is

used to its maximum potential• The segmentation provides a framework• The segmentation is dynamic and will evolve

Any questions?

andrewmanly@rspb.org.ukantonivankiv@rspb.org.uk

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