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Chris Norman, The Good Agency,Strategy Director, presented how the rightapproach to communicating your brand story can significantly increase engagement with yourcause.
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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
s o
f cu
sto
mer
Co
mp
etitiv
e p
ositio
nU
nd
iffere
ntia
ted
Diffe
ren
tiate
d
Irrele
vant to
Re
leva
nt to
It‟s about how you make people „feel‟
1. Extract
Commodities
4. Stage
Experiences
PricingMarket Premium
Ne
ed
s o
f cu
sto
me
r
Co
mp
etitiv
e
po
sitio
nU
nd
iffere
ntia
ted
Diffe
ren
tiate
d
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