a model for defining and prioritising your audiences for growth. audience first conference, 16 july...
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A model for defining and prioritising your audiences for growth
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50 Years - Rapid Increase in Members.
1959
1962
1965
1968
1971
1974
1977
1980
1983
1986
1989
1992
1995
1998
2001
2004
2007
2010
0
200
400
600
800
1000
1200
Growth of RSPB members
Year
No
. me
mb
ers
(0
00
's)
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Adult and Family Memberships.
01-Mar-
99
01-Aug-9
9
01-Jan-00
01-Jun-00
01-Nov-0
0
01-Apr-0
1
01-Sep-01
01-Feb-02
01-Jul-0
2
01-Dec-
02
01-May
-03
01-Oct-
03
01-Mar-
04
01-Aug-0
4
01-Jan-05
01-Jun-05
01-Nov-0
5
01-Apr-0
6
01-Sep-06
01-Feb-07
01-Jul-0
7
01-Dec-
07
01-May
-08
01-Oct-
08
01-Mar-
09
01-Aug-0
9
01-Jan-10
01-Jun-10
01-Nov-1
0
01-Apr-1
1
01-Sep-11
01-Feb-12
01-Jul-1
2
01-Dec-
12550,000
560,000
570,000
580,000
590,000
600,000
610,000
620,000
630,000
No.
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Recruitment Costs - Increasing.
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RSPB Financial Supporters1.16m
RSPB Active Supporters1.67m
RSPB Interested3.60m
RSPB Aware10.49m
UK Adult Population50.65m
RSPB Financial Supporters2.19m
RSPB Active Supporters3.04m
RSPB Interested5.86m
RSPB Aware14.64m
UK Adult Population54.22m
2010/11 2020/21
To achieve our 2020/21 targets we need to increase the number of financial supporters by 1 million while also increasing the value from supporters
AUDIENCE DEVELOPMENT
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Personality of the RSPB
RSPB
I can’t imagine an RSPB party really
kicking off
I see the RSPB as spending a lot of
time in committee meetings
I see a couple dressed identically and they finish each other’s
sentences
Male,Tweed, plus fours,
Flat cap, wellingtons
Not well known,Bill Oddie
Like a train spotter,Very enthusiastic
Bland, boring, reserved, quiet
Intellectual, boffin
Love birds,professional
Aloof,outdoors
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I don’t really think of them as a charity like Cancer Research, it’s more to do with bird spotting, walking and
giving you information, but not necessarily wanting
money for it(Suspects, Doncaster)
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Audience Development
• September 2010 – Outside In Review (findings supporting the whole process of brand and comms development)
• Need to address Image and profile issues Spray and pray comms/marketing Poor cut through
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RSPB Financial Supporters1.16m
RSPB Active Supporters1.67m
RSPB Interested3.60m
RSPB Aware10.49m
UK Adult Population50.65m
RSPB Financial Supporters2.19m
RSPB Active Supporters3.04m
RSPB Interested5.86m
RSPB Aware14.64m
UK Adult Population54.22m
2010/11 2020/21
To achieve our 2020/21 targets we need to increase the number of financial supporters by 1 million while also increasing the value from supporters
AUDIENCE DEVELOPMENT
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Audience Development
• September 2010 – Outside In Review (findings supporting the whole process of brand and comms development)
• Dec 2011 – General Public – Segmentation – Qualitative Qualitative research: focus groups conducted among groups across
the UK, at different life stages and with different levels of involvement with nature.
Two key things learnt
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Key Drivers
.
Connecting with Nature• extent to which people feel connected with nature• the nature/quality of that connection
Challenges to Nature• degree of understanding and perceived seriousness of
the threats• extent to which these are seen as global / intangible
and/or distant / ‘out of my sphere of influence’• as opposed to local / concrete and/or close to home /
something I can try and influence
Tackling the Threats• extent to which individuals feel responsible for the
threats• extent to which they feel empowered/impotent when
it comes to tackling the threats
PASSION
PROBLEM
ROLE
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Other Important Factors
• LIFESTAGE
.
Child Teen Young adult Parent Empty
nester Retired
LOCATION
Rural Urban Metro
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Audience Development
• September 2010 – Outside In Review (findings supporting the whole process of brand and comms development)
• Dec 2011 – General Public – Segmentation – Qualitative
• May 2012 – General Public Segmentation – Quantitative
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The Segmentation
• Quantitative research: online survey of 3,000 respondents across the UK, 20 minutes-questionnaire.
• Building on existing research knowledge (internal and external):– Outside In review– Existing segmentations of green attitudes, of the charity
market...
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Segmentation - variables used
– Action for nature: what they do or would be willing to do to support nature.
– Value of nature: general attitudes towards nature & wildlife.
– Environmental concern: attitudes towards environmental issues (positive and negative statements).
– Passion for nature: interest, concern, personal effort, willingness to learn more about nature and wildlife.
– Purchase ethics.
– Recycling attitude and behaviour.
– Willingness to change.
– Outdoors activities.
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20%
14%
20%
11%
18%
10% 6% *
Active Nature Enthusiasts (ANE)
Local Ethical Consumers (LEC)
Passive Nature Enthusiasts (PNE)
Sceptical (SCP)
Disengaged (DIS)
Rejecters (REJ)
N/A
6 segments identified among the general pop.
Segments identified via factor and cluster analysis of attitudes towards nature amongst UK population via online survey of 3018 respondents. UK population estimates included in brackets.
* Note: 6% of population unallocated to clusters
UK general public
INCREASING LEVEL OF
ENGAGEMENT WITH NATURE
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Title
• Notes
Summary of the segments
Active Nature
Enthusiasts
(ANE)
Local Ethical
Consumers
(LEC)
Passive Nature
Enthusiasts
(PNE)
Sceptical (SCP)Disengaged
(DIS) &Rejecters (REJ)
PassionHigh High Low Medium Very low
Awareness & Concern
High Medium High Medium Contradictory Low
Role & actions
Broad Specific actions Limited LimitedNone (recycling
for DIS)
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Title
• Notes
Active Nature Enthusiasts - Family
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Title
• Notes
Local Ethical Consumers
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Title
• Notes
Passive Nature Enthusiasts
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Relevance to the new RSPB brand positioning
Agreed positioning - ‘The force that will save our threatened wildlife’
Concerned about preserving wildlife for their grandchildren
Concerned about protecting wildlife for their children and engaging with nature as a family
Aimed at this audience to push the brand more into the mainstream and ensure long term growth . Brand perceptions and experience will need significant change to fit into lifestyle
Brand Personality
Sociable Dynamic KnowledgeableInspiring
Active Nature Enthusiasts – Young/ Pre-Family
Concerned about wildlife, but more on a global level where RSPB lacks credibility
Active Nature Enthusiasts - Family
Active Nature Enthusiasts – Post Family
Local Ethical Consumers
More focused on very local issues that affect their lives directly
Passive Nature Enthusiasts
PRIORITY PRIORITY
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Prioritising the audiences
Audiences prioritised through :
• Workshops
• Market Sizing
• Brand Stretch
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Market Sizing
13%
88%
Active Nature Enthusiasts
9%
92%
Local Ethical Consumers
7%
94%
Passive Nature Enthusiast
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Brand StretchREJ
DISSCPPNELEC
ANE
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How do we make the segmentation actionable?
1. Identify the segments within our current supporter base and also amongst future supporters
2. Identify where we can find our target segments to grow our support and quantify the opportunity for growth
3. Communicate better with these supporters
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The Options
1. Send our segmentation questionnaire to all of our existing and new supporters.
2. Investigate bridging our segmentation to a UK wide database.
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PopulationSurvey DataThe Available Data
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1. Identify the segments within our current and future supporter base
• All contacts on our database flagged with predicted audience segment
• Allowed deeper analysis of our supporter file by segment
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Analysing our supporter file
ANE’s
ANE’s LEC’s
PNE’s
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How will we use this?
• Developing profiles and propensity models
• Understanding what product or offer or theme or channel we should put in front of which supporters
• Determining what is the next best ask?
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Identifying Segments for New SupportersActive Nature
Enthusiasts
Local Ethical Consumers
Passive Nature Enthusiasts
Sceptics
Disengaged
Rejecters
??????
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2. Identify where we can find our target segments to grow our support and quantify the opportunity for growth
• Every individual on the Ocean database flagged with RSPB segmentation
• Ability to view segment distribution by postcode area, district and sector
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Segmentation Mapping
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Practical Uses
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Door drops across the east of England
EXAMPLE1.2m Households at a response rate of 0.1%= 1200
Cost of £90,000
£75 per response
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Targeted door drops
EXAMPLE400k Households at a response rate of 0.3%= 1200
Cost of £30,000
£25 per response
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Other practical uses
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3. Communicating better with our supporters
• Previous approach was a bit spray and pray
• We’ve found out lots of new things about our segments
• CACI bridging revealed more insight on each of our segments
• Attempting to bridge the segmentation across to TGI to expand our lifestyle insights
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New insights for ANE’s
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New insights for LEC’s
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Segmentation Mapping
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Identifying SegmentsActive Nature
Enthusiasts
Local Ethical Consumers
Passive Nature Enthusiasts
Sceptics
Disengaged
Rejecters
Supporter Journey
Supporter Journey
Supporter Journey
Supporter Journey
Supporter Journey
Supporter Journey
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Identifying Segments
Active Nature Enthusiast
Local Ethical Consumer
Supporter Journey
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Final remarks• It is important to completely understand the insight
requirement• Choose the right insight partners • Obtain organisational buy-in to ensure the insight is
used to its maximum potential• The segmentation provides a framework• The segmentation is dynamic and will evolve
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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