Hello.

Identifying and reaching your audiences

7 steps and top tips

The only difference between stumbling blocks and stepping stones is the way in which we use them.

1. Identify which audiences you have first

PCUK – gap in product offer by lifestage

20 23 26 29 32 35 38 41 44 47 50 53 56 59 62 65 68 71 74 77 80 83 86 890

50

100

150

200

250

300

EventCashActive RG CashActive RG

2. Then identify which audiences you want

Birthday card for Jenny

Sunday night choir – town hall

Buy

new

gloves

Our target audience – Meet Jenny

Audience fears

• Our Aware audience are more at risk of eye sight problems because of their life stage

• They also have a deep rooted fear of blindness, it ranks third in their worst fears behind cancer and dementia

• But whilst it is one of their worst fears, blindness is not something they have a great deal of experience of

• They do not think it is likely to happen to them and they don’t see it very often

3. Identify the right hook

Strong brands are known for doing one thing well

= Hope

= Support

= Search

= Whopper

Strong brands are famous for one thing

Supporting independent

living

Creating an inclusive society

Preventing sight loss

Being there when people need us

RNIB have the solution

RNIB Sight Loss Advisors provide support to people who have been diagnosed with a sight-threatening condition and help them come to terms with their sight loss.

4. Make sure your brand is fit for purpose

Awareness and Consideration to Support

Source: 2013 Charity Brand Index

0

10

20

30

40

50

60

70

80

90

100Awareness

Consideration

Parent endorsement brand

Family of brands(Corporate)

Family of brands (products and services)

Business facing branded products

ECLO

Group

Buildings, streets and transport

Transcription services

Information on the equality act

Images, maps and signs

Product design

Website accessibility

VILDResearch and Evidence

The way we were presenting ourselves was confusing

The two organisations have different strengths and would benefit from greater collaboration

RNIB: professional, authoritative and expert but old fashioned, distant and passive

Action for Blind People: friendly and dynamic but lacks gravitas and heritage that brings confidence.

From… To…

Only for the blind

Distant and cold

Functional

Old-fashioned

Corporate

Informative

Rational

Non urgent

Low consideration to support

For anyone affected by sight loss

Approachable and human

Compassionate

Progressive

Personal

Empathetic

Emotive

Urgent as well

Support

5. Then plan your campaign Strategy

Channel Mix

Case for Support

Creative

Campaign pillars

• Get support, give support

• Integration of marketing with fundraising, campaigning and services

• Develop valued and valuable relationships

Regional hotspots or Video on Demand (National)

Digital

Display

Radio

(National with regional up-weight)

Paid Search

Channel selection

DRTV

Transport media, digital and search

Direct mail (warm)

Channel selection

Radio – Classic FM

Video on Demand

Digital Display

Paid Search

8th April 28th April 30th May

DRTV

Campaign laydown

MP letter Campaign

Member and volunteer comms

Services mailing

Comms and Social outreach

Direct response Outdoor

Homepage takeover

Every 15 minutes someone in the UK will be they’re losing their sight. The news will change their lives forever. They’ll be unsure what the future holds. They’ll be upset, shocked, even terrified. Isolation and depression can soon follow.

It doesn’t have to be this way. The right advice and support from the moment of diagnosis can help people come to terms with losing their sight, take control of their situation and find the strength to face the future.

But today only one in ten of these people will not be offered the specialist support they need. Nearly half of our hospitals don’t offer counselling, or have sightloss advisors on hand.

We need to be there for everyone who is losing their sight. With your support, the RNIB’s sight loss advisors can be there for people from day one, to help them face the future with confidence – not fear.

Campaign case for support

Feel:It must be terrifying to lose your sight, especially if no-one’s there to support you.

Think: Losing your sight can have a devastating emotional and psychological impact on someone, leading to isolation, depression and even suicide.

Do: Support RNIB so they can be there for everyone who is losing their sight, from the day they need it the most until the day when they do not need us at all.

Engagement

6. Be ready with a Good journey

7. Evaluation for learning and renewal

Headline measures

Marketing

– Awareness

– Understanding

– Uniqueness/Differentiation

– Relevance

– Consideration to support

– Personality

• By audience segment and region

• And in comparison to competitors over time 

Fundraising

– Acquisition through direct response

– Convertion to regular givers at an average cost per acquisition ‘CPA’

– Raise £XXXk from warm appeal in 2014

– Total income over five years

Headline measures

The only difference between stumbling blocks and stepping stones is the way in which we use them.

Top Tips

Over to you

Any questions?

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