Charity Marketing Conference - Lindsay Herbert - A British Heart Foundation Case Study

HOW THE BHF IS USING DIGITAL TO WIN COMPETITIVE ADVANTAGE.

SX SURVIVAL OF THE FITTEST

@lindzeiy @precedentcomms #precsem

LINDSAY HERBERT,

GLOBAL HEAD OF DIGITAL

ON THE EDGE LIVE8 OCTOBER // 2014

WHY DO WE EXIST?


HIERARCHY OF HUMAN NEEDS:



TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCESOCIAL ACCEPTANCE

TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING


WHY DO YOU EXIST?


MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.


EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.



TIME GOES ON.TIME GOES ON.NEEDS EVOLVE.


OUR SUPPORTERS ARE DISLOYAL.

T H E P E R C E P T I O N


OUR SUPPORTERS ARE UNENGAGED.

T H E T R U T H


✱ They can’t donate easily.

So they don’t give more.

✱ They can’t find advice or support.

So they don’t fundraise.

✱ They hate all the direct mail.

T H E T R U T H


So they don’t refer others.

✱ They can’t see where money goes.

So they warn others.

✱ They don’t feel valued or listened to.

So they never come back.


✱ So they don’t give more.


So they don’t fundraise.


T H E T R U T H




So they cancel their direct debit.






✱ So they don’t fundraise.


T H E T R U T H












T H E T R U T H


✱ So they don’t refer others.










T H E T R U T H




✱ So they cancel their direct debit.








T H E T R U T H




✱ So they cancel their direct debit.


✱ So they never come back.

OUR SUPPORTERS ARE UNENGAGED.

OUR CHARITY IS AT

RISK.

T H E T R U T H

OUR CHARITY IS AT

RISK.


HOW FIT ARE YOU TO SURVIVE CHANGE?


RATING YOUR SX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED


HOW DID BHFADAPT TO ITS SUPPORTERS’ SUPPORTERS’

NEEDS?


CULTUREANALYSISRATIONALRATIONALEMOTIONAL


CULTUREANALYSISRATIONALRATIONALEMOTIONALHOW YOU VALUEYOUR SUPPORTERS.


CULTUREANALYSISRATIONALRATIONALEMOTIONALHOW YOU GATHER FEEDBACK AND REACT.


CULTUREANALYSISRATIONALRATIONALEMOTIONALHOW YOUR CORE OFFER STACKS UP

TO THE REST.


CULTUREANALYSISRATIONALRATIONALEMOTIONALHOW YOU ELEVATE AND DELIGHT

YOUR SUPPORTERS.


HOW TO CAREWITH DIGITAL.WITH DIGITAL.


IF YOU’RE ENDANGERED, START WITH:

CULTURE

C A R E

CULTUREHOW YOU VALUEYOUR SUPPORTERS.


“ To provide our customerswith the most convenient access to media entertainment.”

W H Y D O Y O U E X I S T ?

access to media entertainment.”


“ To win the fight againstheart disease.”

W H Y D O Y O U E X I S T ?

heart disease.”


IF YOU’RE ENDANGERED, START WITH:

CULTURE

C A R E

✱ Include Supporter Experience in your strategic plan.

✱ Use feedback and trends to inform decisions.

✱ Tie staff appraisals to SX targets.

✱ Invest in ways to solve SX issues.


IF YOU’RE EXPOSED, START WITH:

ANALYSIS

C A R E

ANALYSISHOW YOU GATHER FEEDBACK ANDREACT.


£15 BILLION

IF YOU’RE EXPOSED, START WITH:

ANALYSIS

C A R E

✱ Engage users to understand changing needs.

✱ Collate touch point data into a Single Customer View.

✱ Compare past behaviour to current, for trends.

✱ Check marketing matches actual experiences

and monitor its effectiveness.


IF YOU’RE A CONTENDER, TACKLE THE:

RATIONAL

C A R E

RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.


IF YOU’RE A CONTENDER, TACKLE THE:

RATIONAL

C A R E

✱ Offerings and events deliver to current core needs.

✱ End to end processes are efficient.

✱ Costs are fair and pay off is high.

✱ It’s easy to transact at every possible touchpoint.


IF YOU’RE A CHAMPION, HARNESS THE :

EMOTIONAL

C A R E

EMOTIONALHOW YOU ELEVATE AND DELIGHTYOUR SUPPORTERS.


THE MOST MAGICAL PLACE ON EARTH.ON EARTH.


IF YOU’RE A CHAMPION,HARNESS THE:

EMOTIONAL

C A R E

✱ Interactions elevate the supporter socially.

✱ Supporters personally identify with the brand

and go out of their way to recommend.

✱ Success in life is increased by continued interactions.

✱ Supporters feel listened to, appreciated and valued.


BUT WHAT DOES IT ALL MEAN?ALL MEAN?


CULTUREANALYSISRATIONALRATIONALEMOTIONAL


RATING YOUR SX FITNESS LEVEL:

ENDANGERED CONTENDER CHAMPIONEXPOSED



TIME GOES ON.TIME GOES ON.NEEDS EVOLVE.



TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCESOCIAL ACCEPTANCE

TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING


WHY DO YOU EXIST?YOU EXIST?


MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.


THANK YOU.


Charity Marketing Conference - Lindsay Herbert - A British Heart Foundation Case Study

Marketing

Transcript of Charity Marketing Conference - Lindsay Herbert - A British Heart Foundation Case Study