Product first

Supporter first

• Getting the right people as fundraisers• The role of trustee boards and senior

management• A distinctive service culture• Leadership• Supporters as advocates

LanguageVulnerable people

Satisfaction, commitmentThank you and welcomeThe journey and emotionCorporates, trusts, major

donors, legacies

Communicating the experience The donor’s view

The right people in place How it works

• Evidence of impact and effectiveness

• Overhead, reserves and investment

• Working with suppliers• Media relations and the public

face of charities• The difference between small and

large charities

• Communications with individual donors

• Inspirational creativity• Giving choices and

managing preferences

Today’s focus

1.Language

2.Satisfaction and commitment

3.Media relations

THE LANGUAGE PROJECTObjective:

All charity communications with donors• constructively enhance the donor experience• strengthen the charity-donor relationship

What does that ‘look like’?

Donors happy to engage (talk, read, listen, …)valued, interested, ethical uplift, impact/empowered, part of team, re-affirmed self-image (e.g. priorities)

All comms read/heard/watched … not ignored, binned or cancelled

All comms have positive impact on donor and relationship No comms cause complaint

… over frequency, content or form All comms wanted: no comms wasted

THE LANGUAGE PROJECT

How:

GATHERING KNOWLEDGE & NEEDS

Constructing a database of research, case studies, examples

TESTING & DEVELOPING

Gap filling and hypothesis testing

SHARING

Publishing and promoting good practice recommendations

THE LANGUAGE PROJECT

Some findings so far:

THE LANGUAGE PROJECT

Some questions:

• Three beliefs about best practice

• What comms you’re testing, and how

• Your priorities – the burning comms questions

High level stuff (accessibility, formality/familiarity, frequency…)

Minutiae (‘Dear’/’Hi’, ‘I’/’we’, ‘give’/’help’/’save’…)

Tricksy stuff (transparency, T&Cs/legal, opt-in clauses)

SPEAKING OUT(a.k.a. media)

SPEAKING OUT

Relationships (mid-term)

Revenue (short-term)Reputation (long-term)

MEDIA

A subtle picture

SPEAKING OUT

Value

Values

FuturePresent

BELIEF RESPECT

COMMITMENTTRUST

Understanding reputation…

SPEAKING OUT

Value

Values

FuturePresent

Do we deliver?

Do we behave? Do we lead?

Do we inspire?

Managing reputation…

Understand real-world reputation drivers at an increasingly granular level.Design a strategic pathway forward. Organise!

SPEAKING OUT

Early principles:

• Don’t exaggerate

• Don’t be complacent

• Don’t reinvent

• Do Understand that all audiences count and interconnect – (this is about strategic public advocacy)

• Do Recognise that there are specific very predictable stories that are ‘coming’ and plan for them

• Do be ambitious and true to our values

We really need:

Committed critics/experts

Data – to improve our best guess insight/modelling

Sharing of (shareable) comm’s plans

Specific storyline ideas - macro and micro

MEASUREMENT

The problem…

MEASUREMENT

What should we measure?

MEASUREMENT

• Steering group

• Get questions right

• Consultation

• Pull together

• Report

The plan

MEASUREMENTToday

• What should we be measuring?

• Who is measuring it?

• Is anyone actioning anything on the back of it?

• Steering group

www.donor-experience.com

@DonorExperience

If you would like to get more actively involved – or simply want to be kept informed of progress – on these or other projects across the Commission – then please get in touch with:

• Richard Spencer – richard@donor-experience.com

• Andrea Macrae – andrea.macrae@brookes.ac.uk

• Tim Kitchin – tim@copperdigital.co.uk

• Roger Lawson – roger@rogerlawsonconsulting.com

• Georgia Bridgwood – gbridgwood@jionmq.org

Visit the CharityComms website

to view slides from past events,

see what events we have

coming up and to check out

what else we do:

www.charitycomms.org.uk

Audience strategy:understanding and connecting

with stakeholders

Sponsored by

Conference

26 May 2016

London

#CCaudienceWiFi: RRPN1

Password: kmrhja12