Download pdf - Making the case. Making the case for comms, workshop, 22 October 2014

Spend Spend Spend Spend Spend Spend Spend Spend













Making the case

Charity marketing is a lot harder

than commercial marketing

Charity marketing is a lot harder

than commercial marketing … a

lot harder

Commercial

Brands Customers

Competitors

Charity

BrandsCustomers

Causes

Beneficiaries

Donors

InfluencersCompetitors

And commercial brands have more

money

And commercial brands have more

money … a lot more

Top 20 Marcoms Spenders

Sky

P&G

Unilever

BT

Tesco

Asda

Virgin Media

DfS

Reckitt Benckiser

Morrisons

EE

L’oreal

Sainsbury’s

M&S

Nestle

McDonalds

JD Williams

Vodafone

O2

British Gas

CRUK

Macmillan

Age UK

British Red Cross

BHF

Save the Children

Guide Dogs

Marie Curie

Dogs Trust

Oxfam

National Trust

RSPB

NSPCC

Royal British Legion

Barnardos

WWF

Chrsitian Aid

PDSAA

RSPCA

RNIBSource: Nielsen

Top 20 average annual expenditure over past 5 years

Source: Nielsen

0

1

2commercial

charities

£1.8bn

£160m

£ Billions

Proportion of expenditures

Source: Nielsen

£1.8bn

£160m

Commercial

TV Other Digital DM

42%

43%

9%6%

Charities

TV Other Digital DM Door Drops

27%

59%12%

2%

Why does Coke spend so much on

advertising and promotion?

This distribution frequency generalises across ALL categories, ALL brands, ALL over the world, ALL the time!

Penetration drives market share

Getting more buyers is more valuable than just getting

more from existing buyers

Most buyers are promiscuously loyal

Reach infrequent buyers and you will reach heavier

buyers as well

It’s a battle for ATTENTION

It’s not so much what people think ‘about’ you

that counts, it’s that they even think ‘OF’ you

SALIENCE

And why do commercial brands prioritise TV?

0

10

20

30

40

50

60

0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110

Average monthly reach and time spent – Individuals

Individuals reached

Average hours per month

TO

TA

L T

V

CO

MM

ER

CIA

L T

V

TH

E IN

TE

RN

ET

(In

c. V

OD

)

FA

CE

BO

OK

YO

UT

UB

E

GO

OG

LE

TW

ITT

ER

Mil

lio

ns

Source: BARB, May 2014, 6+; comScore MMX Multi-Platform, May 2014, UK, 6+. UKOM Approved.

Please see accompanying notes on data sources below for inclusions & exclusions

0

1

2

3

4

5

6

0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 73

Average monthly reach and time spent – 18-24

18-24s reached

Average hours per month

TO

TA

L T

V

CO

MM

ER

CIA

L T

V

TH

E IN

TE

RN

ET

(In

c. V

OD

)

FA

CE

BO

OK

YO

UT

UB

E

GO

OG

LE

TW

ITT

ER

Mil

lio

ns

Source: BARB, May 2014, 18-24; comScore MMX Multi-Platform, May 2014, UK, 18-24 UKOM Approved.

Please see accompanying notes on data sources below for inclusions & exclusions

Consequently, commercial brands

are more salient

91 90 90 89 88 87 86 86 86

8280 80 80

7775

7371

6765

53

49 48

3937

0

10

20

30

40

50

60

70

80

90

100

% o

f re

spondents

Prompted Awareness of Charity Brands

39

46

25

3033

6

27 26

47

129

15

3 2 2

85

1

7

0 1 01

0

10

20

30

40

50

60

70

80

90

100

% o

f re

spondents

Spontaneous Awareness of Charity Brands

% of population % of charitable activity

Civic Core 9 66

Middle Ground 67 34

Zero Givers 24 0

Source: Charities Aid Foundation, 2,027 Respondents

Population %

Zero

Givers

Middle Ground

Civic Core

0 34% 66% Charitable Activity %

Make the case for growing Middle Ground Penetration

Prostate Cancer UK

Britain’s best kept worst secret

• Prostate cancer nowhere near high enough on key

‘agendas’

• Far too few people know who we are, or what we do

• Helpline reaches tiny percentage of diagnosed men

• Excluding Movember, we are outside top 150 UK

charities by voluntary income

Working principles be direct and conversational be responsive and supportive

be bold and energetic be honest and unembarrassed

be flexible and collaborative

Support men

Find Answers

Lead change

Context:

• Confusion, ignorance and apathy

• Charity fatigue

• Kills as many men as breast cancer kills women

Men

Deserve

Better

Thousands more men

survive and enjoy a

better quality of life

Simple two-tier Marketing Strategy

To generate significant

profitable Charity-owned

income

To build penetration of

men with PCa (grow

market share)

By building salience of

the cause and the

brand’s centrality to it

By engaging HCPs to

‘nudge’ patients to come

to us

More people reached

Coverage Frequency

Paid for media 95.96% 16.9 times

Including non-paid for media 97.77% 19.4 times

Source: Nielsen, BARB, NRS, RAJAR

More people remembering

50% of UK adults recognise our advertising

30% of UK adults aware of Prostate Cancer UK brand

(Nearly 40% brand awareness amongst Ad Recognisers)

N.B. The Prostate Cancer Charity brand had only ever achieved 7% brand awareness

Source: Brainjuicer

More people searching

Searches on prostate cancer up by 65% vs. 2012

Prostate cancer was fastest-rising health issue in UK search terms in Q1 2013

Source: Google Analytics/Trends

More people talking

WOM: conversations about prostate cancer and/or our advertising up by 12% vs. 2013

Source: Keller Fay Talktrack

Prostate Cancer UK one of most talked about cancer charities with 10% of UK adults

talking about Prostate Cancer UK (‘up there’ with CRUK and Marie Curie)

Source: Brainjuicer

More people coming

Visits to PCUK website + 99% vs. 2012

Calls to PCUK Helpline + 33% vs. 2012

Source: Prostate Cancer UK

More people downloading

Website downloads of medical support literature + 59% vs. 2012


More people ordering

No. of health professionals ordering information + 64% vs. 2012

No. of publications ordered + 84% vs. 2012


More people donating

Over £170,000 raised directly

This was dwarfed by Corporate partnerships and growth in Community fundraising

stimulated by the communications campaign. These are estimated to reach millions

over the coming year.

The ultimate evidence is that we are helping more men.

Top 10 Influencing Tips• Have a crystal clear Brand Definition

• Develop a sharp Marketing Strategy

– meeting real needs

– with a clear offer

– and a simple ask

• Underpinned by a Media Strategy that maximises reach

• Pitch high for budget

• Consult with colleagues / stakeholders…listen…but be single-minded

• Create key trustee ally group early on

• Support and use external partners (ensure they are well-known within the

organisation)

• Don’t be defensive in the face of scepticism

• Champion your creative work…be confident…you’re the expert

• Constantly remind people about need for attention and penetration

Visit the CharityComms website to

view slides from our past events, see

what events we have coming up

and to check out what else we do.

www.charitycomms.org.uk

Workshop

22 October 2014

London

#CaseForComms

Making the case for

comms: unlocking the

purse strings