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ALAN SICOLOCancer Council SA

JANE KETELBEYMillward Brown AUS

Demonstrating the Power of Umbrella Branding in the Charitable Sector

A set of associations (ideas, memories and feelings) in the mind

of a consumer

What is a brand?

$ $ $ $ $ $ $

A brand consists of a set of enduring and shared perceptions in the minds of consumers. The stronger, more coherent and motivating those perceptions are, the

more likely they will be to influence purchase decisions and add value to a business.

Nigel Hollis: Executive Vice-President, Millward Brown: “The Global Brand”

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SOURCE: Millward Brown Australian Charity Perceptions Report 2012

The Charity Landscape in Australia

Charity Awareness: AidedPlease select all the charities and not-for-profit organizations you have ever heard of, even if you’re not very familiar with them.

Base: n=1000

21 20 2218

21 23

Total Male Female 18 - 34 35 - 49 50 +

66% 63% 69% 57% 66% 73%

1000 490 510 308 297 395

Avg. Awareness:

Base:

# of Charities Aware of – Based on List of 32 Charities

Cluttered LandscapeTo what extent do you agree or disagree with the following statements?

Base: n=1000

4

11

25

37

23

3

10

30

40

17Agree Strongly

Agree Somewhat

Neither Agree Nor Disagree

Disagree Somewhat

Disagree Strongly

Too many charities for the same cause%

I’m getting tired of being asked for donations%

60%57%

65% Agree in NSW

Cluttered LandscapeTo what extent do you agree or disagree with the following statements?

Base: n=1000

6

20

35

31

9

4

10

24

41

22Agree Strongly

Agree Somewhat

Neither Agree Nor Disagree

Disagree Somewhat

Disagree Strongly

I am loyal to a select few%

I like supporting a variety of charities%

61%

63%

Top 2 Box: By Age18-34: 48%35-49: 62%50+: 74%

Charity Awareness: UnaidedWhat charities and not-for-profit organisations have you heard of?

All other charities on this study - Less than 5% total spontameous awareness // Base: n=1000

50

41

28

21

17

11

10

9

9

9

7

6

5

5

19

17

6

4

2

1

2

2

2

2

1

0

3

0

Salvation Army Red Cross

Saint Vincent de Paul

RSPCA

Cancer Council (Australia)

Heart Foundation

Oxfam

Smith Family

Guide Dogs Australia

Unicef

WWF

Fred Hollows (foundation)

World Vision

Greenpeace

#1

6% total spontaneous awareness for Cancer / Breast Cancer -didn’t specify an actual charity

First Mention

Total Mentions

A Case Study

In 2010, the Cancer Council sitting in 7th position in terms of top of mind associations in the charity space

Wave 1: 22nd – 29th November, 2010 // Base: 2006

First Mention

Total Mentions

NATIONAL

Spontaneous awareness ranking

Spontaneous awareness

7th

132

1st

5622

Give hope to those they support and the wider community

Have programs to support people

Make a real difference to the people they support

Are focused on providing information and education

Conduct and fund vital research

Clarity score:

Image Profile (+/-)

-10

-9

-9

14

34

16

16

10

-23

-36

Emotional Attributes

Rational Attributes

Wave 1: 22nd – 29th November, 2010 // Base: 2006

8.2 13.9

Leve

l of

asso

ciat

ion

wit

h d

on

atio

ns

of

$2

0+

Although on par in terms of likelihood to donate, reported levels of donation to the Salvation Army suggest that they were much more effective than Cancer Council in activating claimed actual donation

Donated $20+ in P12M

Donated in P12M

Intention to donate

10

35

17

48

35% 36%

Wave 1: 22nd – 29th November, 2010 // Base: 2006

The “umbrella” research:

What would the effect be of driving the association between the Cancer Council and the events in order to leverage the emotions and engagement of the popular events, thereby building the saliency of the Cancer Council and helping drive donations?

The link between events and Cancer Council Masterbrand fairly tenuous…

50%

30%2011

10%2013

2011

Linking Daffodil Day and Australia’s Biggest Morning Tea to the Cancer Council resulted in clear uplifts in the likelihood to take partQ4a2/Q5a2. How likely or unlikely are you to participate in each of the following charity events over the next 12 months?

95% Sig higher/lower than de-branded participation

De-branded % Branded % De-branded % Branded %

A Max Diff analysis was conducted:

People needed to know that the money will be used effectively

They needed to have a good understanding of how funds will be spent

They needed to have an emotional connection or personal experience with the cause or organisation

1

2

3

Implement an umbrella branding strategy

Why are brands relevant for charities?

Applying Umbrella Branding:

BRAND

ARCHITECTURE

BRAND

ESSENCE

BRAND

GUIDELINES

BRAND

CAMPAIGN

Master Brand

Brand Architecture:

Negligible

HOUSE OF

BRANDS

Minor driver

ENDORSER

BRAND

Major driver

SUB

BRANDING

Dominant driver

BRANDED

HOUSE

Do – Tell – Give Model

BRAND

Contributions

Communicateimpact

Impact on cause

People touched by cancer

Supporters

Stakeholders

Government

People concerned about cancer risk

Policy and environmental change

Behaviour change

Service use

Research Breakthrough

Participation

Giving

Acting

Brand essence - Who are you?

Guinness brings out your inner strength:• Power• Communion• Goodness

Brand essence - Who are you?

Liberating

Brand guidelines - What do you look, sound and feel like?

Brand guidelines - Get control:

Brand Essence Brand Guidelines

Fundraising products

Services Programs Retail Media

Moving towards a branded house:

Moving towards a branded house:

DD 2014 image to

come

Marketing efficiency:

1. Mission Delivery2. Brand building activity

$X

Bequests

$A + $X = $Y $B + SX = $Y $C + $X = $Y $D + $X = $Y $E + $X = $Y

$A $B $C $D $E

Brand campaign:

Brand campaign:

Do – Tell – Give Model

BRAND

Contributions

Communicateimpact

Impact on cause

Marketing results:

Web traffic

Service use

Net revenue on fundraising products linked to masterbrand

The Outcome

Post-campaign we have seen an increase in top of mind awareness –

Source: Wave 1 (22nd-29th Nov, 2010) Wave 6 (14th June – 3rd July 2013)Base size: National Wave 1 (n=2006), Wave 6 (2102), NSW: Wave 1 (n=259), Wave 6 (n=401)

…which is primarily driven by South Australia, one of only 2 states to air the campaign

SA

Nov 2010 % Dec 2014 %

56

47

35

13

22

19

8

2

Salvation Army

Red Cross

St Vincent's

Cancer Council

Spontaneous awareness ranking

50

48

27

16

19

22

6

4

4th7th

52

49

29

17

19

19

5

3

Salvation Army

Red Cross

St Vincent's

Cancer Council

Spontaneous awareness ranking

53

46

25

22

23

19

2

4

4th5th

Significant at 95% confidence vs. 2010

Awareness of 13 11 20 is highest in SA, the only state to put significant weight behind the 13 11 20 TVC in 2013

Awareness and usage of 13 11 20 (Dec 2013):

QC38. Which of the following best describes your awareness and use of the Cancer Council helpline (13 11 20)?

39 3658

35 40 40 39 33

4 47

4 4 4 2 2

57 6035

62 56 57 59 65

NSW QLDNational SA VIC WA TAS NT

I have called the helpline before

I have heard of the helpline before but have never called

I had not heard of the helpline before today

Base: (400) (400)(1719) (401) (401) (399) (100) (95)

Airing ‘13 11 20’ TVC in SA has helped drive awareness of the helpline

In 2014, QLD aired the 13 11 20 TVC, resulting in an uplift in awareness / usage of the 13 11 20 services

Awareness and usage of 13 11 20 (Dec 2014):

NSW QLDNational SA VIC WA TAS

QC38. Which of the following best describes your awareness and use of Cancer Council’s 13 11 20 information and support service?

I have used the service before

I have heard of the service before but have never used

I had not heard of the helpline before today

Base: (400) (400)(1689) (400) (400) (400) (100)

TOP 2 BOX (aware of / used)

39 3552 42 37 36 40

7 96 5 6 3 6

55 56 42 53 56 60 54

44 4746 58 43 39 46

The campaign results in a significant increase in endorsement of the more emotive associations in South Australia

Q17. Which of these charitable organisations do you think? Please select all the charitable organisations you think this applies to.Source: Wave 4 (7th -15th June 2012), Wave 5 (Nov – Dec 2012)

Significant at 95% confidence against previous time period

SAJun 2012 % Nov / Dec 2012 %

Are my kind of charity

Make it easy for me to become involved with

Base (aware of charity):

39

29

49

39

(294) (351)

10

10

Brand associations with Cancer Council:

Q11. And which organisation are the following events raising funds or awareness for? Significant at 95% confidence vs. previous time period

30%2011

10%2013

50%2011

41%2014

22%2014

48%2014

Off the back of Millward Brown research and recommendations, Cancer Council developed a strong umbrella brand campaign that has been extended to all touchpoints:

Ultimately leading to an increase in donations

Increased spontaneous awareness levels at a national level- driven by the states who aired the campaign (SA and NSW)

Educated people about the role of Cancer Council in the lives of individuals and the community- in order to balance clinical associations- ensure that services are being fully utilised – post campaign, in SA, Cancer Council saw a 10% YoY increase in calls

to 13 11 20

Increased endorsement on more emotional imagery attributes - it is these attributes that are most strongly associated with $20 donations- starting to build a more emotional connection to the organisation

1

2

3

Proudly

Sponsored by

ALAN SICOLOCancer Council SA

JANE KETELBEYMillward Brown AUS

Demonstrating the Power of Umbrella Branding in the Charitable Sector