Increasing income through brand and communications_Kleinwort Benson event_16_03_2011

ZSL

Presented by Chris Norman and Micky Stemmer20 May 2008

Chris Norman16th March 2011

How to increase your income in the current

environment

What I‟ll cover today:

Our changing world

Your story

It‟s not about you

Clear picture

Passion Vs demographics

Engagement linked to your mission

Three business priorities

INCREASING

INCOME

INCREASING

IMPACT

INCREASING

AWARENESS

Our changing world

The challenge

Voluntary

income

Legacy

incomeStatutory

income

Demand on

charities

Competition for attention is increasing

The valley of death

Guilt

Compassion

Belonging

Inspiration

22%

32%

39%

7%

Guilt

Compassion

Belonging

Inspiration

41%

20%

34%

5%

Their motivations

Their needs

Their profile

Donors

Donors

who do more

Their values

0

5

10

15

20

25

30

35

40

45

50

1985 1990 1995 2000 2005

Percentage Personal Growth Ethicals (Inner Directed)

Esteem Seeking (Outer Directed)

Security Driven (Sustenance Driven)

Finding your relevance in a new economy

Old Economy

Product economy

Slow development to market

Focus on production and process

All about numbers

Driven by need

New economy

Experience economy

Fast development to market

Focus on brands and emotions

All about connections and

relationships

Driven by desire

Growth

Less about product attributes more about emotional connections

and long term relationships with the brand based on shared values

More about product attributes and the process of extracting money and

time through a transactional relationship

Extinction

Customisation

The Experience Economy. Pine & Gilmore. 1999

PricingMarket Premium

Need

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vant to

Re

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nt to

It‟s about how you make people „feel‟

1. Extract

Commodities

4. Stage

Experiences

PricingMarket Premium

Ne

ed

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tiate

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Irrele

vant to

Rele

vant to

Commoditisation

2. Make

Goods

3. Deliver

Services

Experiential

The Experience Economy. Pine & Gilmore.

It‟s about how you make people „feel‟

1. Emergency

relief

4. Life

Experiences

Values baseSustenance Self actualization

Need

s o

f su

pp

orte

rs

Co

mp

etitiv

e p

ositio

nU

nd

iffere

ntia

ted

Diffe

ren

tiate

d

Irrele

vant to

Re

leva

nt to

Commoditisation

Commoditisation2. Post disaster

support

3. Charity

Services

Experiential

Customisation

NE

ED

SD

ES

IRE

Shifting relationship

“It is my moral duty to

support charities”

Societal/

environmental

welfare and

wellbeing

Relevance

and meaning

“This is a modern

dynamic brand reflecting

me and my life”

=Shared values -

equitable, ethical

and sustainable

society

“This the how we

should live our lives”

Deeper emotional

connection

“I will feel good being

involved with this

organisation”

What‟s at the heart of engagement?

• Meaning

• Leadership/responsibility

• Influence

• Recognition/achievement

• Participation/community

• Tangible difference

Belonging

Esteem

Involvement

Status

Self-fulfilment

Making a

difference

In summary

• Given the changing world, what does this mean for you.

Where is the money?

People who have already demonstrated they love

you (retention)

People who share your values (acquisition)

Your story

Engage through your brand not your product

”If brand is the place you occupy in someone’s heart and mind.....

...brand strategy enables them to act on those thoughts and feelings”

A brand is a set of ideas, images and associations that people carry

around in their heads about companies, products, services or charities.

In other words it is an expression of who you are and what you do, as

well as what you say and how you look.

Product strategy can lose connection with the cause

A brand strategy helps clarify your story and gives people an opportunity

to feel part of your mission

?

Intelligence #1

It‟s not about you

It never was about you

Brand expressions of “us together”

RSPB: from birds to biodiversity

What your brand experience needs to be

1. Relevant – connecting to my world

2. Resonant – emotionally moving

3. Real – demonstrating I really make a difference

4. Reciprocal – it‟s a give-and-take relationship

5. Reassuring – confidence that I‟m doing the right thing

6. Rewarding – because I like to feel good about it

Your brand should help give your stakeholders a strong sense of belonging

?

Intelligence #2

Clear picture

Fragmentation and silos

Brand

Events

Brand

Fundraising

Brand

Campaigning

Integration

Who you are and what you doVision, Mission, Strategy, Products, Services

How you look a

and what you sayVisual and verbal identity

How you behave Leadership

People, Values, Culture

Brand

Events

Fundraising Campaigning

Where

your

audience

lives

Brand needs to be aligned internally and externally to ensure stakeholder

experience is consistent

?

Intelligence #3

Charities shouldn’t be one dimensional but endeavour to broaden their

stakeholder’s experience

?

Intelligence #4

Integration allows you to broaden stakeholder engagement with your

brand and mission

?

Intelligence #5

Passion Vs demographics

Audience segmentation Vs Market segmentation

• Market segmentation is

led by values, interests

and passions Vs socio

demographics

• Linking through shared

values and interests to

develop an

engagement that

resonates

• Drilling down based on

audience segmentation is

giving smaller, heavily

targeted, base to work

from.

• Going after new

audiences with the same

approach will not work

Children’s causes

human

rights

Commercial sector provides the lead

A traditional approach to segmentation is no longer enough

?

Intelligence #6

Engagement linked to your mission

Premium pricing for added value

Source: The Price of Coffee Offerings

Adapted from: The Experience Economy: Pine II and Gilmore, 1999

What does it mean for us?

Transactions

Experiences

Save the Children: Knit One Save One

• 800,000 hats

• 100,000 knitters

• 40,000 messages to PM

• 20,000 new

campaigners + data

• 50 MPs involved

Save the Children: Knit One Save One

Royal British Legion: Remembrance Day

Royal British Legion:: Flanders Field of Poppies

• 1 million cold, 400k

warm

• £2.3m income vs.

£600k target

• 60,000 poppy

messages

Greenpeace: True Fans mail

Whales installation: IWC Alaska

DM instructions

on back of

newsletter

120,000 warm

audience

16,000

responded with a

whale

4080 new email

addresses

RSPB: Big Garden Bird Watch

RSPB: Make Your Nature Count

RSPB: Make Your Nature Count

2010 Nature Count

• 8.5 million birds counted

• 529,076 participants.

• 72% submitted online

• 28% via paper forms

• 1,565 new memberships

• 42 000 signatures for Letter to the Future campaign

RSPB: Letter to the Future

• 350,000 sign-ups

• “Inside-out”: 60%

existing supporters

• 1,752 new members at

an ave £52.72

• Appeal £250k over

budget

Route to greater income....

...create deeper more meaningful and valued

relationships with stakeholders (new and existing)

1. 1. Integrate your brand internally and externally

2. 2. Integrate your supporter experience

3. 2. Offer engagement that gives value to supporters

4. 3. Encourage participation not just transaction

5. 4. Involvement in the Real World

Thank you

chris@thegoodagency.co.uk