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Want to directly influence your supporters’ behaviour? Give them an ongoing sense of belonging, helping them to feel part of something special, and you can. From fundraising and spreading the word to turning up and getting involved year-on-year, emotional experiences drive decision-making. Simple in theory, yet all too often charities leave their supporters feeling isolated by delivering process-driven supporter journeys, without due consideration for why people choose to support their valuable cause over thousands of others. With events and community fundraising major income generators for charities, it goes without saying that it is important to get this bit right. Charities need to deliver contact strategies that win (and keep) the hearts as well as minds of its supporters, in order to reap long term financial benefits.
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Welcome and introductionChris Norman, Strategy Director
In association with:
Charity events have come of age
• Significant growth in charity events over the last 10 years
– increasingly difficult to recruit committed givers led to increased investment in events
– Change in the desires of prospects
– Brand led charities
– Success of events (over 15-20% of the largest charities income) has led to smaller charities investing in events
The valley of deathSusan Supporter
Dorothy Donor
2010
But we face some serious challenges
• Commercial brands in our territory – Nike, Ben and Jerry’s, Red Bull, Innocent, Cadbury, Doritos
• BBC charity events
• Greater competition within the sector
• Evolving to reflect the desires of the ‘new’ generation of supporters Baby Boomers, Gen X, Gen Y, Millennials
Susan Supporter
Dorothy Donor
2010
“Over the last 50 years the economic base has shifted from production to consumption. It has gravitated from the sphere of rationality to the realm of desire; from the objective to the subjective; to the realm of psychology”
New York Times February 2000
Success depend on understanding the world we work in
Charity events happen in the real world
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
Corporate brands
Less about product more about emotional connections and long term relationships with the brand based on values
More about product and the process of extracting money and time through a transactional relationship
Some Charity brands
• Attract past and prospective participants through emotional connections with the event, the brand and the cause
– Grow, or launch, in a more competitive market
• Maximise income and retention through meaningful and valued relationships for the whole journey and beyond
– Increase repeat participation
– Deepen involvement
– Increase average income per participant
– Increase influence of participants on their peer group to take part or support the event
A future based on connections and relationships
Participant’s emotions 1996
Excited
Inspired
Moved
Determined
Energised
Motivated
Signing up
Excited
Isolated/lonely
Nervous
Determined
Intimidated
Overwhelmed
Confused
Pre event
Relieved
Achievement
Fatigued
Harassed
Deflated
Overwhelmed
Post event
Participant’s emotions 2009
Excited
Inspired
Moved
Determined
Energised
Motivated
Signing up
Excited
Isolated/lonely
Nervous
Determined
Intimidated
Overwhelmed
Confused
Pre event
Relieved
Achievement
Fatigued
Harassed
Deflated
Overwhelmed
Post event
DE
SIR
EN
EE
DS
Evolving connections and relationships
“It is my duty to give to charity”
Cultural relevance
Meaning
“X charity is a modern dynamic brand reflecting me and my life”
=Loyalty
“X charity can also guess my other needs when it come to supporting a cause”
I need it I want it I will take it I will take more
Emotional connection
“I will feel good being involved with X charity”
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The emotional connection –every step of the way
Cancer Research UK Race for Life
Natasha Samek, Planner
“If you could bottle the day’s experience you’d make a fortune. A unique balance of remembrance and
celebration.”
But there’s much more to the race experience than the day
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The sum of all these brand connections create the lasting impression of Race
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Process-driven journey lacking in emotional connection: dampening spirit of Race for Life brand
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At what cost?
• Perceived as a once in a lifetime event: no need to take part every year
• Key barrier to entry (sponsorship) amplified
• Energy and excitement lost – significant effort (and cost) required to re-energise in following year
• Not addressing (industry) decline in sponsorship rates
• Lack of loyalty – limited protection against new competitors
Solution: inject emotion throughout Race for Life
Emotional engagement
Time
FUN
BELONGING
CELEBRATION
EMPATHY
EXCITEMENT
And continue the
journey!
Moving from…
Supporter JOURNEY Supporter EXPERIENCE
Focus on efficiency of process
Focus on driving emotional connection
and relationship
Race for Life - on one day Race for Life – for life
And ultimately growing retention, recruitment and revenue
• Addressing key barriers and strengthening motivations to repeat participation:
– Belonging – enhancing sense of community
– Creating personal relationship between Race for Lifers and the brand
– Sense of loyalty
• Heightened motivation to fundraise, bring supporters, recruit, others
• Talkability!! – WOM key driver of recruitment
• Merchandising and sponsorship opportunities
• Brand extensions
Reliving the emotion of the day: Race newsletter
Demonstrating genuine thanks: video viral
Human values and motivations
Jules Cooper
MD and Lead Trainer
Jules Cooper Ltd.
• From donors to people
– Donors transact, people have emotional desires
• From product to experience
– Products fulfil needs, experiences fulfil desires
• From identity to personality
– Identity of recognition, personality is character and charisma
• From communication to dialogue
– Communication is telling, dialogue is sharing
• From service to relationship
– Service is selling, relationship is acknowledgement and respect
5 steps to building emotional connections and relationships with your audience
Good Bites…on events
Any questions?
In association with: