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Strategic Communications Plan
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Contents
Executive Summary ............................................................................................................................... 4
Background ............................................................................................................................................ 4
Situation Analysis ................................................................................................................................... 5
Market / Competitive Analysis .......................................................................................................... 5
The UK charity market ....................................................................................................................... 5
Competitive context ............................................................................ Error! Bookmark not defined.
Opportunities for Children in Need ................................................................................................... 6
Segmentation .................................................................................................................................... 7
Target Audience Profiling .................................................................................................................. 7
Primary and Secondary Research .......................................................................................................... 8
Secondary research analysis-‐ ............................................................................................................. 8
Primary Research and sampling method ........................................................................................... 9
Brand Positioning ............................................................................................................................. 10
The Brand value expectancy model ................................................................................................. 11
Brand Maps ..................................................................................................................................... 12
Brand Laddering .............................................................................................................................. 13
Communication objectives and strategy ............................................................................................. 13
Review ............................................................................................................................................. 13
Objectives ........................................................................................................................................ 14
Target Audiences ............................................................................................................................. 14
Messages ......................................................................................................................................... 14
Actions ............................................................................................................................................. 14
Timescale ......................................................................................................................................... 15
Brand ............................................................................................................................................... 15
Campaign Evaluation ....................................................................................................................... 15
The ‘Big Idea’ ....................................................................................................................................... 18
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Appendices: ......................................................................................................................................... 19
References: .......................................................................................................................................... 30
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Executive Summary
Children in Need are currently operating in a crowded competitive environment in which they need
to distinguish themselves from other charities.
The aim is to increase activity amongst secondary schools by engaging fundraisers with charity work
from an early age, informing secondary school children about Children in Need and their purpose,
encouraging the children to be more active in fundraising and building a strong relationship between
the children and the charity.
Through a variety of primary and secondary research we found that children aged 11-‐16 spent most
of their time socialising either face to face or through social networking sites such as Facebook.
Children also enjoy competition so it is for this reason that an event is the best way to get children of
this age involved with fundraising. As children in this age range have so many different interests,
there will be different types of activities to encourage everyone to get involved. By creating an
extended branch of the website specifically designed for this age range it will increase website traffic
and also help to build the relationship between the brand and secondary school children.
Background
Children in Need (CiN) is a British charity campaign run by the BBC with the aim of improving the
lives of disadvantaged young people throughout the UK via a variety of fundraising events, primarily
the iconic telethon held in November of each year. The campaign has vastly grown from a brief radio
broadcast appeal in 1927 to its current state of nationwide events, programming across the BBC
network, raising over £39m in 2009 and over £500m since its creation.
The campaign benefits a wide range of organisations who may appeal for grants from funds raised.
Many of the funds raised go to providing respite and breaks for young carers and children with
physical and mental disabilities, as well as aiding those under a variety of other conditions.
While a significant proportion of money raised by Children in Need comes from telephone and
Internet pledges during the live telethon, other efforts have developed over its years. The charity
famously release a charity pop single each year, with high sales which often lead to a number one
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chart position. In addition to this, the campaign has an extensive range of merchandise available to
purchase, such as Pudsey ears, balloons and branded clothing. The wide range of products appeal to
a large amount of people.
The children in need campaign has developed into a British tradition, and is well recognized
nationwide, with a 95% brand recognition; however marketing efforts are needed in certain
segments where donations are weaker than those from others, such as from secondary school
students aged 11-‐16.
Situation Analysis
Market / Competitive Analysis
Charity 04/05
£m
05/06
£m
National Society for the Prevention of Cruelty to Children 93 90
Barnardo’s 66 45
BBC Children in Need Appeal 30 33
Great Ormond Street Hospital Children’s Charity 22 29
The Children’s Society 25 20
The UK charity market
The UK market for charities is extremely crowded. There are currently about 180,000 different
registered charities with the charity commission; the official charity regulator for England and Wales.
All charities with an annual income of more than £5000 have to be in this register. There are another
80,000 charities in the UK that are not registered (Charity-‐Commission).
According to a report published by the charities aid foundation, UK is ranked as the 3th most
charitable country in the world when it comes to donating money. As much as 73% of the population
have donated to charity. Women aged 45 – 64 continue to be the most likely group to give (68%) and
young men aged 16 – 24 the least likely (31%) (cafonline.org)
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The last five years, charities have seen a rise in their average financial income. The total industry
income as well as the average income per charity has risen by 50%. However, the market is highly
concentrated with only a few big charities (approximately 0.4 %) accounting for as much as over half
of the sectors income (Mintel 2008)
In the charity market, Cancer Research remains the biggest charity in the UK, in 2006 they had an
income of £297mill. Oxfam has the second largest income of £176mill. Children in need holds a
strong position in the children sector and is ranked number three when it comes to annual financial
income (Mintel 2008). Its main competitors are other big charities concerning children such as
NSPCC, Barnardo’s, Save the Children and UNICEF UK. However; as Children in Need will be aiming
for secondary students to raise more money, other charities with similar approach must also be
taken into consideration. Comic Relief is operating with a similar strategy; fun, enthusiastic and
entertainment. Save the Children, Comic Relief and UNICEF are all encouraging school children to
organise and take part of fundraising events and activities.
Opportunities for Children in Need As there are more than 190,000 other charities competing for the same funds in the UK, the
congested market is one of the main threats for the organisation. Concerns have been raised that so
many charities working for similar causes, this means that when it comes to donating people avoid
confusion and donate to the larger charities.
Children in Need has a strong level of brand awareness, it is measured to have 95 % brand
awareness of the Pudsey Bear and is seen as a highly respected and trusted organization because it
is run by the BBC. They will be able to play on the fact that it is a well recognized charity and use this
in various ways to create a relationship with our desired audience.
People’s economic performance has a big effect on charity donations so economic downturns such
as the recession created a big threat for charity donations and their financial income. Although many
people are still recovering from the recession, it can still be used as an opportunity for CiN as people
are more likely to give some of their disposable income on charity.
Focusing more on secondary schools and communication with them via channels appropriate to
their age, Children in Need will reach more children and additionally increase the activity towards
the organization, the traffic to CiN’s web site and viewers of the telethon.
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As trustworthiness is an issue facing charities, CiN need to highlight the fact that 100 % of their
donations go to charity; for each penny donated, one penny goes to charity. This is likely to reassure
people that all of the money they are donating is not being wasted but will go to a good cause.
Segmentation Demographics-‐ Our target audience is both male and female children of all nationalities aged
between 11 and 16 who attend secondary school.
Geographic-‐As a UK charity helping UK children, children from all secondary schools around the UK
will be targeted. This allows a charity to sell products/events that take into account the needs and
wants of people in a particular location.
Psychographic-‐ Our target audience is all people with different personalities, from different classes
and cultures. It is compulsory for children under the age of 16 to go to school so we need to make it
interesting for all of these children.
Behavioural-‐ Most secondary schools participate in some kind of charity event. Teenagers usually
give if they benefit too, for example Mufti day. They have a very low brand loyalty when it comes to
charities.
Target Audience Profiling
A day in the life of an average girl from our target audience;
“My name is Katie Stratton, I’m 14 years old and I attend Worle Secondary School. My typical day
consists of my alarm waking me up at about 7.45am, I get dressed in my school uniform and go
downstairs for breakfast. I wait for my friend and we walk to school together. At school my favourite
subjects are English and Art. The best bit is lunch time where I can sit with my friends at the benches
where we can watch the boys play football, chat about celebrities, magazines and plan our weekend.
After school we go to the park and hang out with the boys for a while. Then I go home to do my
homework, have dinner with my family and then watch television or play on my laptop. I also like to
BBM my friends on my Blackberry. I usually go to bed at about 10.
On weekends I go to horse rangers and spend time with my friends. We play on the Nintendo Wii, do
each other’s hair and makeup, try out new nail varnishes and we take pictures to put on our
Facebook profiles. Sometimes we go shopping, to the cinema or go swimming. Usually I go home
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and have a family dinner and watch television with my mum. My favourite shows are Hollyoaks,
Glee, X factor and I’m a Celebrity. I also go on my laptop in my room. Sometimes I am allowed to
have sleepovers with my friends which are really fun. I usually do my homework at some point on
Sunday but most of the weekend I do whatever I want.”
Our secondary target audience is secondary school teachers because without their support the
students would not be able to get involved with the Children in Need campaign in schools.
Primary and Secondary Research
Secondary research analysis-‐
Promotions for Children in Need are mainly done through BBC channels such as television, radio and
magazines. Print advertisements located on the British transport system, often with nearby donation
locations are used. In addition to the Children in Need website, the charity take part in digital
marketing across social networking websites, having ‘pages’ for mascot Pudsey on Facebook and
Twitter, enabling them to keep those interested informed about the charity and to deliver updates
directly. Children in need have also adopted new digital techniques to raise donations; Facebook
users are able to customize their profile photos by adding digital ‘Pudsey ears’ in exchange for a
donation.
Around two thousand schools within the UK contributed towards fundraising for Children in Need,
many different fundraising techniques were used. Children in Need provide fundraising packs filled
with ideas and posters that attempt to make the fundraising process more exciting to secondary
school children. However, so many techniques are so often used they lose their novelty and as
audiences change Children in Need must find a way to still attract secondary school students and
adapt ideas so they are fun again.
The information pack that schools get from Children in Need provides them with information on
how the money that has previously been raised is being spent to help underprivileged children in the
UK. It gives schools loads of fundraising ideas to do in schools as well as in the workplace. They also
explain what events their company sponsors are doing to help, for instance Greggs employees cycled
900 miles to raise money and Royal Mail employees dressed up in spots. It gives a step by step guide
on how to plan your own event.
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Primary Research and sampling method
‘A convenience sample is one that is simply available to the researcher by virtue of its accessibility.’
(Bryman, A. 2004) To find secondary school children for our primary research a non-‐probability
convenience sampling method was used. However, when using a convenience sample it is important
to remember that the results cannot be generalised to represent all secondary school students
within the UK.
For the research to be as accurate as possible, both qualitative and quantitative data was collected.
Six telephone interviews have provided us with a deeper insight into secondary school children’s
attitudes towards charities and their views towards Children in Need. 50 questionnaires have given
us a more general understanding of their perspectives on charities but were more helpful with
providing statistics that will still be useful for us.
The questionnaires were carried out in Bournemouth town center and Winton high street. Asking
general questions about hobbies and after school activities we found the majority enjoyed activities
where they were allowed to be creative, for example singing, dancing, acting, music and art. By
incorporating this into our campaign it will beneficial as it will help is to connect to the students.
Students spend a large amount of time on the internet, many using MSN and Facebook on a daily
basis. This showed it was important to make Children in Need popular online. It is important to allow
children the opportunity to express themselves, so applications such as blogs will be used.
84% of the students asked had given money to charity before, and those who hadn’t where mostly
the younger students. Only 12% had taken part in a charity event outside school while the other 88%
continued to contribute to fundraising within their school for charities such as Haiti relief, Comic
relief, Oxfam etc. Secondary school students are not all aware of the work children in need do, many
of them thought they did however only 42% of those who claimed to know actually explained it
right, many of the other answers included answers such as Children in Need: help third world
countries, help starving children and give money to poor people. Many couldn’t not actually identify
the work Children in Need do, this recognized a problem we will have to address.
The six in depth interviews were conducted to see what the target audience thought of charities in
general as well as going into depth about Children in Need. To find out what would make Children in
Need more attractive to secondary school children we thought it was important to collect data
involving their leisure activities and hobbies, this gave us insight into the possible activities we could
provide. Students enjoy competition and concluded they would want to take part in competitions
between classes, years or schools. All six students asked had given money to charity before. Only
one student had taken part in a charity even outside school. Four out of six students we asked had
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visited the Children in Need website, but none of them had visited the webpage outside of school.
One interviewee said “I don’t think about it at home. I’m too busy playing on the computer or
watching television.”
The question “If Children in Need were a picture, what would you draw?” and two others similar to
this were asked to gain insight into people’s true feelings about the charity. One participant said it
would “Smell like roses and sweet things”. This shows that they believe Children in Need is a kind,
caring charity that does nice things for the children they help, overall it showed the students have
positive associations with Children in Need.
Brand Positioning The brand key (Rossiter & Percy, 1987)
helped us to outline the overall brand
essence, by identifying the
personality of Children in Need,
the factors that make it
different, the benefits it provides
and the reasons to believe; the
internal factors of the brand as
well as the external factors such as
insight, competition and target
market. The overall brand essence we
concluded was ‘fun fundraising’, getting people
to fundraise while maintaining the fun and
excitement that Children in Need want to be
associated with.
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The Brand value expectancy model
Benefits Importance
Weight
Children in
Need
Score Comic Relief Score
Understanding of the work
that the charity does
3 1 3 3 9
Entertaining 1 1 1 3 3
Cool 1 0 0 3 3
Trustworthy 3 3 9 3 9
Uniqueness 3 1 3 3 9
Friendliness 1 3 3 3 3
∑ 19 36
Questions were asked in the interview to find out what the target audiences perceptions of both
Children in Need and Comic Relief were, their current brand perceptions and also what the children
believed should be important in a charity. From this we created the brand value expectancy table.
Both Comic Relief and Children in Need do a big fundraising event with a main day set for it to be
focused on. Although these are both supported by the BBC, Children in Need don’t seem to be doing
as well as Comic Relief. As you can see from the brand value expectancy table Children in Need isn’t
deemed to be as cool as Comic Relief. This may be because there are a lot more things that
secondary school children can relate to in Comic Relief, the execution of Comic Relief is for an ‘older’
audience, they also use more relatable celebrities such as David and Victoria Beckham, Kate Moss
and Sacha Baren Cohen.
The table shows that Comic Relief is a lot more popular in the eyes of secondary school children.
They think its cooler, unique and understand more clearly what Comic Relief is trying to achieve.
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Brand Maps
The primary research showed that the target audience thought they knew what Children in Need do
but when asked more about it didn’t actually know. This campaign wants to explain and teach
children more about what they actually do. It is seen as a trustworthy brand and this message will be
reinforce with the fact that 100% of money donated goes to help disadvantaged children.
The second brand map shows how cool and entertaining 11 to 16 year olds think Children in Need
are compared to its competitors.
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These aims are both feasible and realistic. Perceptions of Children in Need aren’t going to change
overnight. To change CiN’s position on the brand map they need to achieve the objectives of
informing secondary school children about Children in Need and their purpose and also building a
strong relationship between the children and the charity creating a cooler brand persona. If Children
in Need put more emphasis on this throughout future campaigns they will be more likely to retain
their younger audience.
Brand Laddering We used brand laddering to help us unlock the Children in Need brand.
In the in depth interviews the laddering technique was used to find out what the brand essence is. It
is important to go past the functional benefits. By continuously asking why, it helped to move
answers from functional to emotional and helped gain an insight into the minds of secondary school
children.
Communication objectives and strategy
Review
Children in need’s current marketing efforts do not appeal to the majority of our target audience of secondary school children. Most material used such as information packs are too basic and childish, and are not relatable to a more mature segment. As a result of this, our target audience has become disengaged from the charity, and are less motivated to learn how they can participate in fundraising.
Be active improving other children’s lives Feeling of being involved and active in doing something good for others “To feel enthusiastic about something, you need to be able to have fun, be active and socialise with friends” Have Fun; Make a Difference
Fun Fundraising
Functional Benefit
Emotional Benefit
Insight
Proposition
Brand Essence
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Objectives In order to achieve our aim of increasing activity amongst secondary schools, we have developed
four objectives, which much be completed:
1. To engage fundraisers with charity work from an early age
2. To inform secondary school children about Children in Need and their purpose
3. To encourage the children to be more active in fundraising
4. To build a strong relationship between the children and the charity.
Target Audiences
To complete these objectives, male and female secondary school children aged between 11 and 16 will be our primary communications audience. However, to enable school fundraising to take place we must also reinforce the Children in Need brand with a secondary audience of secondary school teachers.
Messages The campaign proposition for Children in Need is ‘Have Fun; Make a Difference’; In order to
communicate this belief, the following messages must be delivered to the audience:
Messages for our primary audience:
1. Fundraising can be fun
2. Fundraising can appeal to anyone
3. You can make a big difference to another child’s life without changing your own
Messages for our secondary audience:
1. Fundraising can be a positive learning experience
2. Participating in fundraising is a rewarding opportunity for both adults and young people
Actions
To complete the first objective of early engagement with charity for young people, the association
between ‘fun’ and charity for children aged 11+ needs to be reinforced. For the second objective to
inform the audience about the purpose of Children in Need; the available information packs need to
be more successfully promoted. As well as this an additional branch of the website will need to be
made to appeal to a more mature audience without neglecting the needs of those children below
the target age range. The third objective will be completed by creating a range of fundraising events
that appeal to the maximum number of children as possible, to motivate children to want to be
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involved, rather than be pressured. The final objective to build a relationship between children and
the charity will be fulfilled by ensuring the most possible amount of children enjoy the Children in
Need experience, building a positive association.
Timescale The ‘big idea’ must be implemented on the weekend beginning 14th November 2011, culminating in
the annual telethon on the 18th. To enable sufficient delivery and consumption of our messages, all
communications must begin no later than the 1st September 2011 when information packs are sent
to organisations and individuals.
Brand For effective communications, all aspects of this campaign must stay true to the Children in Need
brand. The charity logo must be visible on all material to ensure correct association without
audiences, and the charity mascot, Pudsey, should be used where appropriate.
Campaign Evaluation The campaign will be evaluated before, during and after execution to ensure that it will be
persuasive, relatable and memorable. Pre-‐campaign evaluation will gain an understanding of how
the campaign should pan out; stimulus material will be shown to a sample of the general public to
obtain external views, allowing any weak points to be highlighted, and to ensure that any messages
are decoded as desired. Concurrent tracking studies will help to understand and correct any issues
not discovered through pre-‐testing, and to follow the success of the campaign. This will be studied
using attitude tests on the target audiences, as well as consumer diaries. Post campaign evaluation
will take place in the form of persuasion tests; this will gain an understanding of changes in
attitudes, and motivation towards donation and fundraising participation.
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Role of Communications
Children in Need holds a strong position
in the UK charity market, however to
increase financial income they need to
reach out to more secondary schools. By
doing this they are likely to engage them
with charity work and create a strong
relationship with the children and
Children in Need from an early age.
The UK charity market is highly crowded
and competitive, which is why it’s
important to gain trust and loyalty.
Children in Need are currently the third
leading charity within the children’s
charity sector (Mintel) with the NSPCC
coming first.
Target Audience
“My name is Katie Stratton and
I’m 14 years old. I go to Worle
secondary school and my
favourite subjects are English and
Art. At lunch I chat with my
friends, watch the boys play
football, and listen to music.
After school I go home to do my
homework, have dinner and
watch television or go on
Facebook. At the weekend I spend
time with my friends play on the
Nintendo Wii, try out new nail
varnishes, go shopping or to the
cinema. In the evening I watch
TV with my mum and BBM my
friends. My favourite programmes
are Glee, X factor and I’m a
Celebrity”
Consumer Insight
“To feel enthusiastic about
something, you need to be able to
have fun, be active and socialise
with friends”
Reason to believe
100% of the money donated goes
to helping different UK
children’s charities as the BBC
and Gift Aid cover all of
Children in Need’s costs.
Desired Response
Secondary school children to be more
active in fundraising for CiN and for them
to create a stronger bond with CiN from
an early age so they will continue to
donate in the future
Creative
Brief
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Proposition
HAVE FUN; MAKE A DIFFERENCE
Brand Personality
Pudsey the bear
The brand is trustworthy,
colourful and exciting
Tone of Voice
Friendly, Fun, Enthusiastic
Executional Considerations
Pudsey the bear
Colour scheme: red, blue, yellow and green.
The BBC Children in Need Logo
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The ‘Big Idea’
The big idea is to create a week where schools can pair up and compete against each other while
raising money, the event will take place at the end of the week, but during classes students can
prepare. The competition will involve: a fashion show, a talent competition, sporting activities, art
shows and other events, both students and teachers can take part. A variety of events have been
chosen as primary research showed that females had different interests to males. A choice of events
will be offered so that everyone will feel like they are able to get involved and be creative. Each
activity will be related to a subject, not wanting to take away too much from school time the
activities will be incorporated into the lessons, for example in art they can prepare a piece of work to
be shown, they will also be able to continue working on their work at lunch and after school. A study
by agency Iris found people between the ages 15-‐21 like to share and need places to express this,
the planning director at Iris, Sam Noble, brands can tap into this by giving them an ‘enabling voice’,
Children in Need can make the students ages 15 + feel more involved with the brand by allowing
them to be responsible for arranging the events but all students can take part, so they can create
new ideas, organise who does what and any themes they would like include. This way they are
encouraged to gain the confidence they need to express themselves. The money will be donated by
family, students, friends and teachers paying to come to the event that will be held at one of the
competing schools, donations will be taken and tickets will cost £3 for students and £5 for adults.
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Appendices: Appendix 1
Questionnaire
We are students from Bournemouth University currently doing a project on charities mainly focusing on BBC Children In Need.
Name: ………………………………………………………………………………………………… Email: …………………………………………………………………………………………………
Q1. i) Age ………………….. ii) Gender (Please Circle)
Male Female
Q2. What are you hobbies and interests?
……………………………………………………………………………………………………………………………………………….………………………………………………………………………..……………………………………………………………………….…………………………………..
Q3. Are you part of any;
i. School clubs ………………………………………………………………………………………………………………………………………………………………………………………………
ii. After school clubs ………………………………………………………………………………………………………………………………………………………………………………………………
Q4. What do you usually do during the weekends?
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
Q5. Have you ever given money to a charity? (Please Circle)
Yes No
ii. If yes, what charity and when?
……………………………………………………………………………………………………………………………………………….…………………………………………………………………………………………………………………………………………………………………………………..
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iii. If no, why not?
……………………………………………………………………………………………………………………………………………….………………………………………………………………………...……………………………………………………………………….…………………………………
Q6. Does your school promote charity fundraising?
Yes No
i) If yes, what have you done and what charity?
……………………………………………………………………………………………………………………………………………….……………………………………………………………………………………………………………………………………………….……………………………………………………………………………………………………………………………………………….…………………………………………………………………………………………………………………………………………………………………………………………………….
Q7.
i) Have you ever taken part of a charity event out of school? (Please Circle)
Yes No
ii) If yes, what have you done?
……………………………………………………………………………………………………………………………………………….………………………………………………………………………...……………………………………………………………………….…………………………………...
Q8. How much do you agree with the following sentences?
Really Disagree Disagree Don’t agree or disagree
Agree Really Agree
“I am familiar with the work that
children in need do”
☐ ☐ ☐ ☐
☐
“I am familiar with what the money
raised does to help children in the UK”
☐ ☐ ☐ ☐ ☐
“I enjoy taking part
in fund raising activities for charity”
☐ ☐ ☐ ☐ ☐
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“I would like my school to get more
involved with fundraising for
children in need”
☐ ☐ ☐ ☐ ☐
“I would like to get more involved with
fund raising individually”
☐ ☐ ☐ ☐ ☐
“I would give me to
charity if I was aware where the money was going”
☐ ☐ ☐ ☐ ☐
Q9. Have you ever heard of children in need?
Yes No
Q10. Where did you hear about it from?
Friends Internet
School Radio
TV Other (please specify)
...............................................................
Q11. Do you know what Children In Need is set up to do?
…………………………………………………………………………………………………………………………………………………………………………………………………………………………
Q12. Do you know which charities Children In Need is involved with?
Yes no
i. If yes explain which
...........................................................................................................................................................................................
...........................................................................................................................................................................................
Q13. What words do you associate with children in need?
...........................................................................................................................................................................................
...........................................................................................................................................................................................
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Q14.
I) Have you ever watched the annual Children In Need television programme?
Yes No
ii) Why did you watch it? (Circle)
Family is watching
Friends are watching
School has asked you to watch it
Other
iii) What did you think of it?
Entertaining Boring Fun Upsetting Other
Q15.
i) Have you ever visited the children in need website?
Yes No
ii) If yes, what did you think of it?
...................................................................................................................................................................…………………………………………………………………………………………………………………………………………………………....................................
iii) Is there anything you would change?
.........................................................................................................................................……………………………………………………………………………………………………………………………………………………………………………………
iv) What do you think is the best way to raise money if your school was doing an event for Children In Need?
……………………………………………………………………………………………………………………………………………….…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..…………………………………………………….
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Scales – Mark with a (x) where you thing each charity belongs on each scale.
NSPCC
Cool
Trustworthy
Entertaining
Understanding of what they do
Comic relief
Cool
Trustworthy
Entertaining
Understanding of what they do
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
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Barnados
Cool
Trustworthy
Entertaining
Understanding of what they do
Children in Need
Cool
Trustworthy
Entertaining
Understanding of what they do
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
-‐3 -‐2 -‐1 0 1 2 3
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Appendix 2
Telephone Interview Guide
I am a Bournemouth University student studying Advertising and Marketing Communications and our project is about secondary school children donating to charities. We would like to find out your experience with and opinions of donating to charities with a particular focus on Children In Need.
Name: ...................................................................................................................................................
E-mail address: ..................................................................................................................................................
School: ..................................................................................... School Year: ..........................
1. What do you do in your lunch break at school? 2. What’s your favourite subject and why? 3. What do you do after school? 4. What do you do at the weekend? 5. What are your hobbies? 6. Do you enjoy taking part in competitions?
i. Do you like to take part as part of a team or as an individual? ii. What competitions have you taken part in? iii. What do you like/dislike about it? Why?
7. What television programmes do you regularly watch? i. what do you like about them? ii. What do you dislike about them?
8. What websites do you regularly visit? i. What do you like about them? iii. What do you dislike about them?
9. What are your favourite celebrities and why?
10. What charities can you name off the top of your head? 11. Have you ever given to charity?
i. If yes, which charity/s have you donated to when and why? ii. If no, is there any reason you haven’t?
12. Does your school take part in charity fundraising? i. If yes, what has your school done? ii. Did you get involved with it?
a. If yes, why? b. If no, why not?
13. Would you be more likely to donate/take part if they were involved in the fundraising? 14. If you could create your own event at school what would you like to do? 15. Have you been involved with charity fundraising out of school?
i. If yes, what and when? ii. If no, is there any reason you haven’t?
16. If you could create your own event outside of school what would you like to do? 17. If you knew where the money was going, would you donate more?
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i. If yes/no why/not?
18. Have you heard of Children in Need? If yes, where did you hear about it? i. Have you ever fundraised for Children in Need?
a) If yes, what have you done? 19. Have watched the Children in Need television programme?
i. What did you think? ii. Would you change anything?
20. Have you visited the Children in Need website? i. What did you think? ii. Would you change anything? iii. Have you visited it in school/ out of school? iv. If you visited it out of school, why? v. If you haven’t visited it out of school, why not?
21. If Children in Need were a smell, what would it be? 22. If Children in Need were a picture, what would you draw? 23. If Children in Need were a t-shirt, what kind, and colour would it be? and what would it
have on it?
Appendix 3
Telephone Interview Guide
I am a Bournemouth University student studying Advertising and Marketing Communications and our project is about secondary school children donating to charities. We would like to find out your experience with and opinions of donating to charities with a particular focus on Children In Need.
Name: ...................................................................................................................................................
E-mail address: ..................................................................................................................................................
School: ..................................................................................... School Year: ..........................
24. What do you do in your lunch break at school? 25. What’s your favourite subject and why? 26. What do you do after school? 27. What do you do at the weekend? 28. What are your hobbies? 29. Do you enjoy taking part in competitions?
iv. Do you like to take part as part of a team or as an individual? v. What competitions have you taken part in? vi. What do you like/dislike about it? Why?
30. What television programmes do you regularly watch? iv. what do you like about them? v. What do you dislike about them?
31. What websites do you regularly visit?
27
i. What do you like about them? vi. What do you dislike about them?
32. What are your favourite celebrities and why?
33. What charities can you name off the top of your head? 34. Have you ever given to charity?
iii. If yes, which charity/s have you donated to when and why? iv. If no, is there any reason you haven’t?
35. Does your school take part in charity fundraising? iii. If yes, what has your school done? iv. Did you get involved with it?
c. If yes, why? d. If no, why not?
36. Would you be more likely to donate/take part if they were involved in the fundraising? 37. If you could create your own event at school what would you like to do? 38. Have you been involved with charity fundraising out of school?
iii. If yes, what and when? iv. If no, is there any reason you haven’t?
39. If you could create your own event outside of school what would you like to do? 40. If you knew where the money was going, would you donate more?
ii. If yes/no why/not?
41. Have you heard of Children in Need? If yes, where did you hear about it? ii. Have you ever fundraised for Children in Need?
b) If yes, what have you done? 42. Have watched the Children in Need television programme?
iii. What did you think? iv. Would you change anything?
43. Have you visited the Children in Need website? vi. What did you think? vii. Would you change anything? viii. Have you visited it in school/ out of school? ix. If you visited it out of school, why? x. If you haven’t visited it out of school, why not?
44. If Children in Need were a smell, what would it be? 45. If Children in Need were a picture, what would you draw? 46. If Children in Need were a t-shirt, what kind, and colour would it be? and what would it
have on it?
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Appendix 4
Appendix 5
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Appendix 6
30
Appendix 7
References: Bruce, I., 2005. Charity marketing: meeting need through customer focus. 3rd ed. London: ICSA.
Bryman, A., 2004. Social Research Methods. New York: Oxford University Press. p100-103.
Anon, 2008., Charities UK, Mintel. Available from:
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=227658
Etherington S., Low, J., 2010. UK giving; an overview of charitable giving in 09/10. Charities Aid Foundation. Available from: http://www.cafonline.org/pdf/UK%20Giving%202010_101210.pdf
Only 42% of these actually knew what Children in Need do
Right answer
Wrong answer
