CONFERENCE PROGRAMMEinsightsig.org/wp-content/uploads/2019/11/IoF_Insight... · 2019-11-22 ·...

CONFERENCE PROGRAMMEMONDAY NOVEMBER 25TH 2019

Ten years of sharing amazing fundraising insights

25th November 2019 S T R E A M SStart Finish Plenary General Technical Training

09:00 09:30 ARRIVAL (tea and coffee)

09:30 09:45 Nick Mason – Chair:Conference opening

09:45 10:20

Martin Squires – Director of Advanced Analytics, Pets at Home:‘Harnessing data and machine learning: hype and reality’

10:25 11:00

Lucy Lynch – Eden Smith:‘Resilience. Reinvention. Relationships’

Jon Kelly & Matt Dent – Wood for Trees:‘The changing face of BI: 2009-2019’

Sally Kemkers & Suzanne Allers – Untapped Innovation:‘The power of storytelling for consistent messaging to different stakeholders’

11:00 11:30 MORNING BREAK

11:30 12:05

Shazia Genai – Neuro Insight & Gina Richards – Macmillan: ‘TV ad testing using neuroscience’

Claire Sporton – Confirmit: ‘The survey is dead – a survival guide for CX’

Kerry Hart – Insight Out Analytics: ‘Data visualisation to win your audience’

12:10 12:45

Tom Skilbeck – Chemistry Insight: ‘An insight-driven audience strategy in just four months – defining, understandingand unlocking our greatestaudience opportunity’

Steve White – Marie Curie, with Scott Logie – REaD Group & Andrew Lockett – Natural Data Insight: ‘The Big Shift - mapping the future of fundraising at Marie Curie’

James Wycherley – Insight Management Academy: ‘Is your insight team in any position to guide its organisation?’

12:45 13:45 LUNCH13:00-13:30 Ashley Gatehouse & Andrea Bright – QUANTIQ: ‘Empowering the Modern, Intelligent, Connected NonProfit Enterprise’

13:45 14:20

[Optional] QUANTIQ: ‘Round table session follow-up discussion’

Nicholas Spandagos – WaterAid & Reuben Turner – GOOD Agency:‘Disrupting dirty water:how WaterAid’s #Untappedrewrote the rules onengagement’

dotdigital with Help for Heroes: ‘How to inspire action, drive donations & empower volunteers’

Payal Jain – JCURV & Victoria Pike – Mencap: ‘Extracting Value from Data – A Mencap Story’

14:25 15:00

Gethin James – UCL: ‘Using data and insight in major giving - the importance of self-analysis’

Jonathan Cook – Insight-ful: ‘Understanding event participants by studying their JustGiving statements’

Peter Fleet – Equality, Diversity & Inclusion Manager, IoF: ‘Introduction to IoF’s Equality, Diversity and Inclusion strategy’

15:05 15:40

Qbase: ‘Rise of the machine learners – unlocking the power of BI’

Amanda Neylon & Ellen Ward – Versus Arthritis: ‘AI and the virtual care assistant’

Dayo Oguntoyinbo – Mango Solutions: ‘Unreasonable effectiveness of R’

15:40 16:00 AFTERNOON BREAK

16:00 16:35

Chris Keating – NDCS: ‘Research on donor motivations & understanding f2f supporters’

Jo Fulford – Fruitful Data: ‘Data quality’

Jeremy Rix, Phil Codling & Kathryn Hall – OKO: ‘Insight with impact’

16:40 17:15

Giselle Cory – DataKind:‘What DataKind have learnt from helping social sector organisations to use data science to transform their impact’

17:15 17:20 Nick Mason – Chair:Closing Remarks

17:20 DRINKS

Institute of Fundraising Insight Conference 2019 programme, session synopses and sponsors 2

CONFERENCE PROGRAMME

Key to rooms: L=Ludgate Room; F=Fleet Room; W=Walbrook Room

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SESSION SYNOPSES (1)

MORNING PLENARY 09.45–10.20Martin Squires, Director of Advanced Analytics – Pets at Home.

Martin’s session will focus on harnessing data and machine learning in retail: hype and reality.

• The three key drivers of success in data analytics in retail (and elsewhere)

• What skills are really needed in your data and analysis team?

SESSION 1: 10.25–11.00Jon Kelly & Matt Dent, Wood for Trees (Ludgate Room).

The Changing Face of BI: 2009–2019: This session will provide a light-hearted retrospective on how developments in BI tools and technology have changed the way that we use, manipulate and present data. We will look at a number of tools including Power BI and Tableau to show how something that would have taken large amounts of effort 10 years ago can now be done in the blink of an eye. Gone are the days of late night VBA coding, welcome to the new era of push button automation. And along with speed and automation, new visuals mean that data can be presented in an ever more interesting, engaging and insightful manner. The way that we now deliver insight is a world away from those dark days of the noughties. Or is it?

Sally Kemkers & Suzanne Allers, Untapped Innovation (Fleet Room).

The power of story-telling for consistent messaging to different stakeholders: How do you take human insight on your different fundraising stakeholders and turn this into a single-minded compelling story that can be told to appeal to each of your stakeholders without diluting the message? How do you keep each stakeholder as the hero of the story so they can connect emotionally with what you are offering? In a workshop setting, we’ll work through real examples with case studies from working with organisations like Sports Inspired and the British Science Association. We’ll discuss how to define your target stakeholders, connect insights you have to identify a story theme, use mentor thinking and write a good story.

Lucy Lynch, Eden Smith (Walbrook Room).

Resilience. Reinvention. Relationships: Lucy will be talking about what personal & professional challenges she overcame to arrive at the point she is at today. Sharing stories about things that could make you cry but also, always make you want to try harder. How she went from feeling like a woman on the edge to being right in the middle of the 4th Industrial revolution. And, how working with Macmillan as a client (and not a patient) helped her bridge the gap with her own recovery.G

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SESSION 2: 11.30–12.05Kerry Hart, Insight Out Analytics (Ludgate Room).

Data visualisation to win your audience: Most organisations are making progress with collecting and analysing data. However, many still exhibit a blind spot when it comes to visualising data in a way that is easily absorbed and can be executed on. Often data is presented using the wrong type of graph, with misleading features, or covered in visual clutter and redundant detail. This might frustrate, disengage, or lose the trust of the audience, and means that opportunities to communicate and land a clear message can easily be lost. This practical workshop will explore the essential criteria to help ensure your data visualisations shine. We will cover:

• The importance of creating a clear headline to inform your visualisation

• How to select the right type of graph

• Considerations for creating a clean, clear and professional design

• Focusing your audience’s attention on the key message you want to land

Shazia Genai, Neuro Insight & Gina Richards, Macmillan Cancer Support (Fleet Room).

TV ad testing using neuroscience: In an increasingly complex ad and media landscape marketers face the challenge of driving effective communication to their audiences to drive meaningful action. At Neuro-Insight we measure subconscious brain response to understand the real drivers of creative effectiveness at a granular yet actionable level. In this session we will draw on our knowledge of how the subconscious mind takes information into memory, how people respond emotionally and how this can impact the effectiveness of advertising, specifically looking at a case study of the recent Macmillan advertising campaign.

Claire Sporton, Conformit (Walbrook Room).

The Survey is Dead – a survival guide for CX: Everyone is sick of surveys – and for good reason. It’s hard to buy so much as a cup of coffee without receiving a survey about it, and customers just don’t believe you’re really listening. Honestly, are your surveys really driving change in your organization? Exactly. CX teams need to look at the implications of this situation for their programs. In this session, Claire will tackle this problem head on. She’ll cover ways to identify sources of insight that don’t involve sending yet more surveys to customers, helping to overcome dwindling response rates. She will also look at the importance of text analytics category models that will help you make sense of unstructured feedback, whatever the source.

You’ll learn:

• How to ensure that your CX program does not “die” along with the traditional survey.

• Clear steps to ensure that your program becomes a lean, mean change machine that triggers real business benefits.

• Ways to kick-start your thinking on feedback capture options which are more palatable for your customers but deliver the insight that you need.

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SESSION 3: 12.10–12.45Tom Skilbeck, Chemistry Insight (Ludgate Room).

An insight-driven audience strategy in just 4 months - defining, understanding and unlocking our greatest audience opportunity: Through a semiotic exploration of the cultural narratives around ‘refugees’ we explored the much misunderstood context in which our client’s cause is operating. Using this context and a multi-stage qualitative approach, we developed a comprehensive understanding of the audience connection points. You’ll understand how we took The Refugee Council from a low base of audience understanding to a rich collection of cause-conceived audience profiles that have now provided clear direction on their fundraising strategy and inspired fundraising product development. More broadly, the work has also inspired a cultural shift in how the organisation thinks about and uses audience insight.

James Wycherley, IMA (Fleet Room).

Is your Insight team in any position to guide its organisation? Most Insight teams work hard to improve their ability to generate new insights, and many are now more conscious of the need to work on their influencing and communication skills. Some even have a comprehensive Insight strategy, and a plan for what role they would like to play, and what resources they would need. But every week Insight leaders complain that their teams have no time to think, are deluged with requests for facts and figures, and the idea of making their organisation Insight-driven would be like pushing water uphill. In this session we will explore the missing piece of the jigsaw: how your Insight function is positioned, in the hearts, minds and processes or your organisation.

Steve White, Marie Curie & Scott Logie, REaD Group & Andrew Lockett, Natural Data Insight (Walbrook Room).

The Big SHIFT - Mapping the Future of Fundraising at Marie Curie: This award-winning project takes an analytical approach to answering key questions about Marie Curie’s fundraising strategy. The principal objective, to understand and model how the provision of Marie Curie’s services on the ground affects local fundraising performance, is something that very few if any charities have ever undertaken in a scientific way. The resulting models provide powerful insights into local fundraising performance.

This project used advanced predictive modelling and mapping techniques, using Open Source and charity pool data. The mapped insights were highly communicable and engendered enthusiastic internal buy-in – to the extent that the entire directorate and Board of Trustees have been engaged with the findings and want to know more. The impact of the results is expected to be felt for years ahead.

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LUNCH SESSION: 13.00-13.30Ashley Gatehouse & Andrea Bright, QUANTIQ (Walbrook Room).

Empowering the Modern, Intelligent, Connected NonProfit Enterprise (sponsored by QUANTIQ & Microsoft). A new world of connected insights

The approach would be to create a selective demonstration of the main salient elements of the NonProfit Pro functionality that particularly addresses the challenges of analysts, business managers and those seeking to improve the provision, connectedness and accuracy of analytics and insights within the contemporary NonProfit enterprise.

Key topics:

• NonProfit Pro includes powerful Marketing & Events Management modules facilitating optimal donor/stakeholder relationship management, the maximisation of revenue through personalised supporter journeys, contact nurturing and omni channel communications, segmentation and tracking capabilities

• Dashboard Driven Analytics with full connectivity into enterprise financials creates a “Single Version of the Truth” and unparalleled data driven decision making capability

• Robust Bid & Contract Management functionality provides a comprehensive legally compliant environment with advanced capability to manage fees & pricing, grant & program allocation with full integration into financials and analytics reporting

SESSION 4: 13.45-14.15Reuben Turner, GOOD Agency & Nicholas Spandagos, WaterAid (Ludgate Room).

Disrupting Dirty Water: how WaterAid’s #Untapped rewrote the rules on engagement: This session covers the strategic and creative insights that went into WaterAid’s iconic #Untapped campaign. Nicholas from WaterAid and Reuben from creative agency GOOD will discuss the unique approach that led to sector-leading results and a multi award-winning campaign.

dotdigital & Help for Heroes (Fleet Room).

How to inspire action, drive donations & empower volunteers: Marketing your nonprofit organization is significantly different working with profit companies. You’ve got to spread your mission and inspire communities to mobilize volunteers and donations. From high profile philanthropists to grassroot volunteers, your audience is as complex as it is diverse. Every journey with you should be as unique as they are. Learn how to inspire action with smarter marketing. To create exceptional journeys and unlock your potential, you need to put your data to work. In this webinar we discuss how you can grow your database, gather the right information, and how to put it to use in engaging and compelling omnichannel campaigns. Real-world insight from Help for Heroes and dotdigital’s Gavin Laugenie.

Payal Jain, JCURV & Victoria Pike, Mencap (Walbrook Room).

Extracting Value from Data – A Mencap Story: Over the past few years, organisations have invested millions of pounds in Big Data strategies: analysing massive data sets with the aim of improving their understanding of their customers, products and processes.

Many organisations are now asking whether these investment decisions have or will ever deliver against the business case. A recent survey found that 74% of the organisations questioned believe it’s too complex to monetise this value.

Mencap will be share their story of how they have successfully extracted value from data for their organisation by focusing on people, not data.

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SESSION 5: 14.25-15.00Gethin James, UCL (Ludgate Room).

Using data and insight in Major Giving – the importance of self-analysis: This session will be a case study of UCL’s new moves management model, looking at how data and insight can be used in the complex, bespoke world of major donor management. As part of this he’ll be looking at change management and getting buy-in when insights are focused on highlighting individual staff performance.

Jonathan Cook, Insight-ful (Fleet Room).

Is your Insight team in any position to guide its organisation? Did you know, there is a way to discover exactly why people take part in sponsored events? Each and every event participant states on their JustGiving page exactly what their motivations for taking part in said event are. “I’m doing a cycle race because my cat is poorly”, “I’m jumping out of an aeroplane because my sister has a disease”. Imagine how it would change your marketing if you knew the exact reasons people do events for you and you could target others in similar situations. Insight-ful have worked with Mind and Make-A-Wish UK to develop an analysis tool that allows huge numbers of JustGiving statements to be analysed at the click of a button, identifying the key words people use in their statements to work out the motivations of these participants. In this session, you’ll learn how we did it and what the results were.

Join Jonathan Cook from Insight-ful as he launches the results of their study into the motivations for all event participants from the top 300 charities in the UK over the past few years. Hear the results of their analysis of 50 million words on the personal statements of over 400,000 JustGiving fundraisers.

Peter Fleet, Institute of Fundraising (Walbrook Room).

Peter’s session will be a workshop - Introduction to IoF’s Equality, Diversity and Inclusion strategy, recent research findings, progress to date and our priorities for the fundraising profession.

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SESSION 6: 15.05-15.40Qbase (Ludgate Room).

Rise of the Machine Learners – unlocking the power of BI: In 2009, the first IOF SIG Conference took place and we also entered the second generation of analytics, putting self-service BI tools at the hands of Analysts. The BI of the future is more advanced with Voice, Augmented Analytics, AI and machine learning, supporting BI intelligence and giving power to the BI developers and front line users. This will unlock the power of BI forever…

Dayo Oguntoyinbo, Mango Solutions (Fleet Room).

Dayo’s session ‘Unreasonable effectiveness of R’, will explain why it’s worth learning R, with examples of how R is useful in every step of a data project workflow and (crucially!) in communicating the results to others. Dayo will also give some hints on how and where you can start learning R for free.

Amanda Neylon & Ellen Ward, Versus Arthritis (Walbrook Room).

Growing new channels for health information with a virtual assistant: follow Versus Arthritis’s journey of transformation and the delivery of AVA, their virtual assistant using IBM Watson. Hear about the challenges they faced and what they learnt, as well as their plans for integrating AI into the wider organisation. Versus Arthritis launched AVA in 2017, providing them with an additional channel of support for users to find out more about specific conditions or symptoms, as well as helpful tips on exercise, diet and available support. Since launch, it has had over 21,000 conversations helping people with arthritis.

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AFTERNOON PLENARY 16.40-17.15Giselle Cory, Executive Director, DataKind.

In this session, DataKind will talk about how social change organisations can make use of data science to transform their impact, and about some of the common challenges in the sector. They’ll share their learning from projects with 100+ social change organisations. Projects have included food banks, homelessness charities, anti-corruption NGOs, advice charities and tackling disadvantage. All projects are powered by a community of data scientists working in industry, who give their time and skills on a pro-bono basis.

SESSION 7: 16.00–16.35Jo Fulford, Fruitful Data (Ludgate Room).

Data Quality: Are you frustrated by having to work with poor quality data? Does your team routinely spend hours cleansing data before analysis can begin? Do you lack confidence in the insight you produce? Bad data impacts every aspect of an organisation: from leadership decisions through to everyday operational efficiency and you’re not alone. In this session Jo will share seven steps you can take that will lead to better data quality in your organisation. Each step will help you think about the information you need and the questions you can ask those around you to tackle those data quality problems at source and for the benefit of your whole organisation. With a focus on CRM systems, Jo will share anecdotes and examples from the work she has done to improve data quality with different not for profit organisations over the last 20 years.

Chris Keating, NDCS (Fleet Room).

Research on donor motivations & understanding f2f supporters: Chris’ session will ask: What are the ‘golden questions’ you can ask donors to understand how well direct dialogue fundraising campaigns are performing? How important is a donor’s experience of conversations with fundraisers to their retention rate, compared to their commitment to your cause, or demographic factors like age? How can you ask survey questions that tell you what really motivates your donors? And how can you apply all of this to your fundraising programme? Learn how the National Deaf Children’s Society answered these questions.

Jeremy Rix, Phil Codling & Kathryn Hall, OKO (Walbrook Room).

Thinking disruptively to drive fundraising innovation: An interactive workshop. Come along if you’d like to get involved and learn new ways to generate & develop new ideas and propositions! Our workshop will include insights and activities to explore:

• How we think, and how this inhibits genuinely new ideas

• How to stop thinking and start feeling

• How to shake up your patterns of thought to create new ideas

• How to turn new ideas into reality, generating fundraising products with real impact

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CONFERENCE CLOSING REMARKS 17.15-17.20Nick Mason, Chair.


CONFERENCE SPONSORS (1)

HEADLINE SPONSOR

Qbase delivers effective data driven marketing solutions to the world’s most recognisable charities. We are Apteco’s partner of the year and experts in Data Analysis, Insight, Modelling, Migration and Marketing Automation. To find out more about how our organisation can help your charity please visit our website: Qbase.net

dotdigital is a leader in customer engagement technology. dotdigital’s Engagement Cloud is the platform of choice for businesses seeking to engage customers across all touchpoints. The platform’s features empower 4,000+ brands across 150 countries to acquire, convert and retain customers. Users can connect customer data, surface powerful insights, and automate intelligent messages across e-mail. SMS, social and more. dotdigital is a global company with over 350 employees serving companies of all sizes and in all verticals for over 20 years. dotdigital.com

Our mission is to enable the creation of intelligent, seamlessly connected enterprises and allow organisations to work smarter, faster and simpler through future proofed technology.

Quantiq is one of Microsoft’s top worldwide Dynamics 365 technology partners and are the global experts across the whole Dynamics Technology stack. We help organisations of all types digitally transform, optimise business process workflows and through enhanced ‘built-in’ business intelligence and insights, seamlessly connect with their customers stakeholders and teammates across traditional organisational siloes. With over 1,000 successful Microsoft Dynamics 365 projects, QUANTIQ are Microsoft Gold Partners and members of the prestigious Microsoft Inner Circle. Quantiq.com

Populus is a full service research and strategy consultancy with a difference We deliver Critical Knowledge with the power to shape a healthy political, social and economic environment. In a market saturated with research agencies that simply deliver data, Populus stands out as a consultancy capable of delivering Critical Knowledge through expertise across political, reputation, corporate and consumer research and a leading edge suite of products and services. Populus.co.uk


CONFERENCE SPONSORS (2)

REaD Group is the UK’s leading data communications company. We believe that to genuinely engage your customers, communication needs to be timely, relevant and permissioned. Every day we use our unrivalled data products, insight and expertise to help our clients get closer to their customers. We hold the most comprehensive GDPR ready database in the UK with over 38 million records and hundreds of selectable variables. Synonymous with data quality, REaD Group’s market reporting, build single customer and prospect views, run highly effective performance marketing campaigns plus a range of bespoke data and consultative services. readgroup.co.uk

ukchanges has been helping charities to make the most of their supporter data since 1991. Ever innovative, in 1999 we launched ukchanges>online, the UK’s first online data management portal and we’ve been delivering DaaS / API data solutions since 2008. Our highly skilled team have notched up more than 250 years’ experience, so there aren’t many data challenges they haven’t solved.

Independent and impartial, we combine the best elements from trusted sources to cleanse, host, verify and analyse your data. Ask us about responsive B2B and B2C data too.

Call or email us (01926 626300 / [email protected]) to discuss how we can meet your data management needs. ukchanges.com

At Wilmington plc, our vision is simple – we transform knowledge into advantage keeping our clients at the centre of everything we do. In today’s knowledge economy, where differentiation using traditional criteria is often impossible, we help our clients to better understand their challenges and to use information to improve their businesses. Wilmingtonplc.com

Wood for Trees makes things happen through data systems, analytics and powerful insight. Wood for Trees is dedicated to the charity and not-for-profit sector. We collaborate with some of the worlds best known charities and not-for-profit organisations to maximise their data assets to improve fundraising and service delivery – helping drive efficiency and performance. We build lasting and beneficial client relationships – our reputation has been built on the provision of a truly independent service that is both highly valued and good value. We focus on data, its potential and the knowledge that can be gained from it. Woodfortrees.net

The Institute of Fundraising Insight In Fundraising Group

• The Insight in Fundraising AGM will take place on Tuesday 3rd December at 5pm. If you’d like to come along and find out more about the group and how to be a part of it, please let us know by e-mailing [email protected]

• For information about all our training courses and SIG (Special Interest Group) events, please head to our website at insightsig.org

• Not an IoF Individual Member?

– JOIN ONLINE FOR JUST £7.09 PER MONTH*

– Save £44 on the first year’s standard rate! Enter the discount code: INSIIF/GROUP to benefit from this special rate

– Find out more and join the IoF at: www.institute-of-fundraising.org.uk/membership/individual-membership/join/

*by direct debit

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