the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Audiences workshop

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Workshop outline

What we’ll cover in our session 1. Why do audiences matter?

2. A case study on audience targeting to support brand positioning

& lessons learnt

3. Break out session

4. Top tips for audience development

Targeting niche audiences to support brand positioning

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Why audiences matter? What’s the problem?

• Wasting precious resources + can’t achieve organisations objectives

• Highly competitive environment

• Even when we know our audiences they evolve and change – Dorothy

Donor v Baby Boomers, Coalition Gov v Opposition

• Way audiences are engaging also changing - Multiplicity of channels

challenge and opportunity

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Successful audience targeting Need to know your drivers – be really clear about what you aim to achieve

Need to know who you want to talk to and why

Need to get under the skin of your audience/what motivates them to act

Need to take a holistic integrated approach – a campaigner can also be a

fundraiser and visa versa

Need to be realistic – match resources with your ambition (Rolls Royce or

Mini)

Can’t cut corners when developing your audience strategy, but can get

free support.

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Case study – Plan UK Targeting new audiences to support awareness, positioning & income: • Global children’s charity with low public awareness and

understanding of our work

• Highly competitive marketplace

• Limited marketing communications budget

• Campaign that wasn’t a campaign

• Older supporter base 55+

• Key fundraising product that was flatlining

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Case study – Plan UK The ‘Mini’ approach: • Build awareness by differentiating from the pack rooted in the

change we want to see via our Because I am a Girl Campaign

• Identify and reach out to specific audiences with an interest in girls in

the developing world to grow profile, income and influence

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Audience selection

Considerations:

• Market research identified 25-34 year old females and higher value donors as those most interested in supporting Plan’s ‘Because I am a Girl’ campaign.

• In 2009/10 no one in the charity market place was putting their stamp on the ‘girl space’ and it was a new route to market for Plan which had a campaign and advocacy ask and a new fundraising product to test.

• Focus group research also established that girl focussed messaging resonated with these audiences.

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Who’s interested in Overseas aid? • 16% of the general public said overseas aid and development charities were their favourite charities.

• This 16% has a higher representation of:

Female AB grades Under 45’s

• With regards to donating to international aid and development charities, donating to overseas appeals is fashionable amongst the young who have grown up with the concept of a ‘global community’.

Source: nfpSynergy CAMEO Favourite Charities, January 2011

Source: Mintel Report, Charities Market Intelligence, March 2008

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Money and lifestage

£0

£500

£1,000

£1,500

£2,000

£2,500

£3,000

£3,500

£4,000

16-19 20-23 24-26 27-30 30-32 33-35 36-42 43-37 48-52 53-56 57-60 61-65 66-75 75+

Net household income

All expenditure

Essential expenditure

Source: BHPS / The Future Foundation, taken from nfpSynergy “Socio-economic change and the 21st

Century Donor” Sept 2009

25 - 31

43 - 58

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Historically who is more aware of Plan?

• According to nfpSynergy’s trend data there was little demographic variation in awareness of Plan. Consistently the oldest and youngest age groups were more aware of Plan than on average, but the difference was marginal.

• However in 2009 there was a significant decrease in awareness amongst 16-24 and 55-64 year olds, and awareness amongst 25-44 year olds increased.

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Plan UK web

traffic over

indexes in this

group which fit

45 and under

profile & make

potential

regular

donations.

Attitudinal

factors

indicate a

propensity

towards

international

development

Propensity to support

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

• 18 – 35

• ABC1

• Most likely to support

charities involved in

human & political

rights/ humanitarian

relief.

• Young, well-educated

city dwellers enjoying

the vibrancy &

diversity of urban life

• High concentration in

London & SE

Liberal Opinions

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Meet Natasha – 1m ABC1, Females, 25-34, London & South East

‘Natasha’ is ABC1 female 25-34 with the following filters: • Has made a charitable donation in the last 12 months

• Earns £30k+

• Has donated to overseas charities

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Meet Joanne – 1.4m ABC1, Females, 35-44, London & South East

‘Joanne’ is ABC1 female 35-44 with the following filters: • Has made a charitable donation in the last 12 months

• Earns £30k+

• Has donated to overseas charities

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

The intersection between awareness, propensity and interest

Sweet spot

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Case study – Plan UK The results:

Girls Fund raised 1m x

20,000 new campaigners recruited

100K in new corporate sponsorship

Doubled awareness with Joanne & almost doubled

with Natasha

Enhanced stated propensity to support

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

You will be in one of three groups • Group 1 homelessness charity • Group 2 local health charity • Group 3 armed forces charity Your group task is to describe what actions you would take based on

the scenario given;

• How you will identify possible audiences

• Which audiences you would recommending targeting

• Why you have selected those audiences

Breakout session – Audiences

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Group 1 – You work for a national charity in the North of England that aims to end homelessness

You are well know for your work on street homelessness but your

income has been falling. Your initial research findings show that one of

the barriers to support is a view that homeless people are feckless.

However where children are involved this barrier appears to be

significantly lessened.

Your board are considering investing £1m in a campaign to raise

awareness of the effect of homelessness on children which aims to

secure new campaigners and donors.

Breakout session – Group 1

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Group 2 – You work for a well loved cancer charity

The public and your supporters associate your charity with end of life

care, but you want to be known for the significant support services you

provide to people who have been diagnosed with cancer and how this

helps people manage their illness and sustain lives.

You have been given a substantive budget (£3m every year for the

next 3 years) to support this repositioning.

Breakout session – Group 2

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Group 3 – You work for an established armed forces charity

The public see you as established and your supporter base is getting older and

older. In the last 5 years there have been other successful entrants into your

market who are appealing to younger audiences by focusing on the effects of

the conflict in Afghanistan.

It’s the up and coming anniversary of WWI and your board has asked you to

build a business case to invest in refreshing your supporter base by

highlighting the link with historical and modern conflicts and the sacrifices

made by our service men and women.

Breakout session – Group 3

the Plan: to work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity

Top tips

1. Map all your audiences – aim to find and push against an open door

2. Take time to identify and record what they think, feel and do currently

and what you would like them to think feel and do in the future

3. Testing, testing, testing – find out what will really motivate your

audiences. Research is invaluable don’t make assumptions

4. Try and get pro-bono support from any agencies you work with to help

you develop audience insights using their profile tools TGI, ACORN etc

5. Use free tools - post office

6. Use your own online communities for audience research

7. Create audience personas

8. Tell staff internally who they are so they take ownership

9. Go to where your audiences live don’t expect them to come to you

10. Take an integrated approach to your audience strategy - recognise

audience overlaps - an MP is also a member of the public!