charity marketing conference - lindsay herbert - a british heart foundation case study
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HOW THE BHF IS USING DIGITAL TO WIN COMPETITIVE ADVANTAGE.
SX SURVIVAL OF THE FITTEST
@lindzeiy @precedentcomms #precsem
LINDSAY HERBERT,
GLOBAL HEAD OF DIGITAL
ON THE EDGE LIVE8 OCTOBER // 2014
WHY DO WE EXIST?
@lindzeiy @precedentcomms #precsem
WHY DO WE EXIST?
WHY DO WE EXIST?
HIERARCHY OF HUMAN NEEDS:
@lindzeiy @precedentcomms #precsem
HIERARCHY OF HUMAN NEEDS:
TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCESOCIAL ACCEPTANCE
TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem
WHY DO YOU EXIST?
@lindzeiy @precedentcomms #precsem
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.
@lindzeiy @precedentcomms #precsem
EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.TIME GOES ON.NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
OUR SUPPORTERS ARE DISLOYAL.
T H E P E R C E P T I O N
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OUR SUPPORTERS ARE UNENGAGED.
T H E T R U T H
@lindzeiy @precedentcomms #precsem
✱ They can’t donate easily.
So they don’t give more.
✱ They can’t find advice or support.
So they don’t fundraise.
✱ They hate all the direct mail.
T H E T R U T H
✱ They hate all the direct mail.
So they don’t refer others.
✱ They can’t see where money goes.
So they warn others.
✱ They don’t feel valued or listened to.
So they never come back.
✱ They can’t donate easily.
✱ So they don’t give more.
✱ They can’t find advice or support.
So they don’t fundraise.
✱ They hate all the direct mail.
T H E T R U T H
✱ They hate all the direct mail.
So they don’t refer others.
✱ They can’t see where money goes.
So they cancel their direct debit.
✱ They don’t feel valued or listened to.
So they never come back.
✱ They can’t donate easily.
✱ So they don’t give more.
✱ They can’t find advice or support.
✱ So they don’t fundraise.
✱ They hate all the direct mail.
T H E T R U T H
✱ They hate all the direct mail.
So they don’t refer others.
✱ They can’t see where money goes.
So they cancel their direct debit.
✱ They don’t feel valued or listened to.
So they never come back.
✱ They can’t donate easily.
✱ So they don’t give more.
✱ They can’t find advice or support.
✱ So they don’t fundraise.
✱ They hate all the direct mail.
T H E T R U T H
✱ They hate all the direct mail.
✱ So they don’t refer others.
✱ They can’t see where money goes.
So they cancel their direct debit.
✱ They don’t feel valued or listened to.
So they never come back.
✱ They can’t donate easily.
✱ So they don’t give more.
✱ They can’t find advice or support.
✱ So they don’t fundraise.
✱ They hate all the direct mail.
T H E T R U T H
✱ They hate all the direct mail.
✱ So they don’t refer others.
✱ They can’t see where money goes.
✱ So they cancel their direct debit.
✱ They don’t feel valued or listened to.
So they never come back.
✱ They can’t donate easily.
✱ So they don’t give more.
✱ They can’t find advice or support.
✱ So they don’t fundraise.
✱ They hate all the direct mail.
T H E T R U T H
✱ They hate all the direct mail.
✱ So they don’t refer others.
✱ They can’t see where money goes.
✱ So they cancel their direct debit.
✱ They don’t feel valued or listened to.
✱ So they never come back.
OUR SUPPORTERS ARE UNENGAGED.
OUR CHARITY IS AT
RISK.
T H E T R U T H
OUR CHARITY IS AT
RISK.
@lindzeiy @precedentcomms #precsem
HOW FIT ARE YOU TO SURVIVE CHANGE?
@lindzeiy @precedentcomms #precsem
RATING YOUR SX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
RATING YOUR SX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
HOW DID BHFADAPT TO ITS SUPPORTERS’ SUPPORTERS’
NEEDS?
@lindzeiy @precedentcomms #precsem
CULTUREANALYSISRATIONALRATIONALEMOTIONAL
@lindzeiy @precedentcomms #precsem
CULTUREANALYSISRATIONALRATIONALEMOTIONALHOW YOU VALUEYOUR SUPPORTERS.
@lindzeiy @precedentcomms #precsem
CULTUREANALYSISRATIONALRATIONALEMOTIONALHOW YOU GATHER FEEDBACK AND REACT.
@lindzeiy @precedentcomms #precsem
CULTUREANALYSISRATIONALRATIONALEMOTIONALHOW YOUR CORE OFFER STACKS UP
TO THE REST.
@lindzeiy @precedentcomms #precsem
CULTUREANALYSISRATIONALRATIONALEMOTIONALHOW YOU ELEVATE AND DELIGHT
YOUR SUPPORTERS.
@lindzeiy @precedentcomms #precsem
HOW TO CAREWITH DIGITAL.WITH DIGITAL.
@lindzeiy @precedentcomms #precsem
IF YOU’RE ENDANGERED, START WITH:
CULTURE
C A R E
CULTUREHOW YOU VALUEYOUR SUPPORTERS.
@lindzeiy @precedentcomms #precsem
“ To provide our customerswith the most convenient access to media entertainment.”
W H Y D O Y O U E X I S T ?
access to media entertainment.”
@lindzeiy @precedentcomms #precsem
“ To win the fight againstheart disease.”
W H Y D O Y O U E X I S T ?
heart disease.”
@lindzeiy @precedentcomms #precsem
IF YOU’RE ENDANGERED, START WITH:
CULTURE
C A R E
✱ Include Supporter Experience in your strategic plan.
✱ Use feedback and trends to inform decisions.
✱ Tie staff appraisals to SX targets.
✱ Invest in ways to solve SX issues.
@lindzeiy @precedentcomms #precsem
IF YOU’RE EXPOSED, START WITH:
ANALYSIS
C A R E
ANALYSISHOW YOU GATHER FEEDBACK ANDREACT.
@lindzeiy @precedentcomms #precsem
£15 BILLION
IF YOU’RE EXPOSED, START WITH:
ANALYSIS
C A R E
✱ Engage users to understand changing needs.
✱ Collate touch point data into a Single Customer View.
✱ Compare past behaviour to current, for trends.
✱ Check marketing matches actual experiences
and monitor its effectiveness.
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CONTENDER, TACKLE THE:
RATIONAL
C A R E
RATIONALHOW YOUR CORE OFFER STACKS UP TO THE COMPETITION.
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CONTENDER, TACKLE THE:
RATIONAL
C A R E
✱ Offerings and events deliver to current core needs.
✱ End to end processes are efficient.
✱ Costs are fair and pay off is high.
✱ It’s easy to transact at every possible touchpoint.
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CHAMPION, HARNESS THE :
EMOTIONAL
C A R E
EMOTIONALHOW YOU ELEVATE AND DELIGHTYOUR SUPPORTERS.
@lindzeiy @precedentcomms #precsem
THE MOST MAGICAL PLACE ON EARTH.ON EARTH.
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
@lindzeiy @precedentcomms #precsem
IF YOU’RE A CHAMPION,HARNESS THE:
EMOTIONAL
C A R E
✱ Interactions elevate the supporter socially.
✱ Supporters personally identify with the brand
and go out of their way to recommend.
✱ Success in life is increased by continued interactions.
✱ Supporters feel listened to, appreciated and valued.
@lindzeiy @precedentcomms #precsem
BUT WHAT DOES IT ALL MEAN?ALL MEAN?
@lindzeiy @precedentcomms #precsem
CULTUREANALYSISRATIONALRATIONALEMOTIONAL
@lindzeiy @precedentcomms #precsem
RATING YOUR SX FITNESS LEVEL:
ENDANGERED CONTENDER CHAMPIONEXPOSED
@lindzeiy @precedentcomms #precsem
EVERY ORGANISATION STARTS OUT BY MEETING THE NEEDS OF ITS AUDIENCES.
TIME GOES ON.TIME GOES ON.NEEDS EVOLVE.
@lindzeiy @precedentcomms #precsem
HIERARCHY OF HUMAN NEEDS:
TO THRIVE WE WANT SELF ESTEEM AND SOCIAL ACCEPTANCESOCIAL ACCEPTANCE
TO SURVIVE WE WANT WEALTH, SECURITY AND PHYSICAL WELLBEING
@lindzeiy @precedentcomms #precsem
WHY DO YOU EXIST?YOU EXIST?
@lindzeiy @precedentcomms #precsem
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.
@lindzeiy @precedentcomms #precsem
THANK YOU.
@lindzeiy @precedentcomms #precsem
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