festival 2016 - usando ferramentas de marketing

www.captadores.org.br#festivalABCR

Usando ferramentas de marketing para melhorar sua captação de recursos

Anne-Laure Pernee Kapoor

aperneekapoor@icrc.org

DISCOVERING PSYCHO-

DEMOGRAPHICS TOOLS

DISCOVERING SEMIOTICS

WHERE DO YOUR DONORS

STAND?

Leveraging marketing tools to understand your donors & better segment

Today, more than ever, detailed knowledge and a profound

understanding of how donors lead their everyday lives and

how they think and feel can make a big difference in our positioning

and fundraising efforts

The goal is to understand people in their day to day life

While the traditional socio-demographic criteria such as age, education or income

are valuable as a descriptive

They contribute only partially to understand our donors

but do you really understand?You may describe…

Two men They were born in 1948 They were born in the UK They are married They each have adult children Each enjoy a successful career They are very wealthy

Are they part of the same target group?Do they have the same lifestyle and consumption?

Socio-demographic twins?

Two men with much in common…

… yet very different basic orientations

CharlesPrince of Wales

Ozzy OsbournePrince of darkness

… but living in different worlds

Prince of Wales

Prince of darkness

MUSIC FASHION PURCHASE VACATIONS HOBBIES HOUSE EDUCATION

Prince of Wales

Prince of darkness

Prince of Wales

Prince of darkness

Prince of Wales

Prince of darkness

Brain and behavior of the Traditionalist• The concentration of noradrenaline and cortisol

is considerably increased in the Traditionalist’s brain. As a result, the risk adverse Traditionalist is not seeking new experiences. He examines everything thoroughly and remains sceptical about innovations. Uncertainty is his biggest enemy. Traditionalists seek order, control and stability and therefore love and preserve rituals and traditions.

Store experience and visual merchandising for Traditionalists• Focus on (certified) quality; clear structures,

cleanliness and a comprehensible guiding system. Subtle colours and a clear assortment with only few product alternatives are preferred. Local is a bonus and consistency an absolute must.

Brain and behavior of the Hedonist• The brain of Hedonists is dominated by the

happiness hormone dopamine. As a consequence, Hedonists are driven by creativity, innovations, and extraordinary experiences rather than relying on reflection. They often appear as very individualistic, are spontaneous, curious and actively avoid routines.

Store experience and visual merchandising for Hedonists• Highly inspiring, fashionable, aspirational.

Interactive zones and technologies, strong multi-sensory experience, intense lighting, bright signage. Innovations are more than welcome. Quality plays a minor role – experience and fun are what matters!

Charlesthe Traditionalist

OzzyThe Hedonist

Discovering psycho demographics

SINUS-MILIEUS

• Group together people who are similar in terms of their attitude to life and ways of living.

• Basic values serve as input for analysis, along with everyday attitudes towards work, family, leisure, money & consumption.

• Milieus draw the human being and his/her entire social environment and everyday life ‐system of reference into the field of vision.

Discovering SINUS-MILIEUS

• Know & understand their existing donors’ values, goals in life, lifestyles and attitudes in order to reach to new ones

• Paint a holistic picture of the target: –how do they perceive themselves & their

environment–what they do and don’t like–how they live, think, feel and make

judgements

The positioning model

Emerging market model

ATRADITION

“to belong”rules, norms, authority

CMODERNITY“to indulge”

self-centered

BADAPTATION

“to advance”quality of life

Old Established

Established Upper Class (Cosmopolitans)

Fun & Money

Modern Performing

Success-Oriented

Adapting Mainstream

Digital Avantgarde

Traditional Popular

Urban working class

HIGHER 1

MIDDLE 2b

MIDDLE 2a

LOWER3

Social Status

Basic Values

The Brazilian model

Profiling the “renewed” ICRC database

+100’000new donors in 3 years

+20’000at the time of the analysis

The Swiss model

SemioticsSemiotics is the study of meaning-making, the study

of sign processes and meaningful communication

• This includes the study of signs, indication, designation, likeness, analogy, metaphor, symbolism, signification and communication.

• Semiotics is closely related to the field of linguistics, which, for its part, studies the structure and meaning of language more specifically.

Semiotics

• Studies have shown that semiotics may be used to make or break a brand.

• Culture codes strongly influence whether a population likes or dislikes a brand’s marketing, especially internationally. If the organization is unaware of a culture’s codes, it runs the risk of failing in its marketing and visibility building.

The case of Tokyo Disneyland

The case of Disneyland Paris

How the ICRC leveraged semiotics?

• Response was overwhelming and showed true warmth and support

• Over 2000 messages received in French, German, English and Italian

• Over 10% of those that received the card responded

Thousands of messages of support from our donors

What we found out

Ethical ideals, Swiss values of enlightened Humanitarianism

Delegates are idealized as

selfless heroes with tireless

perseverance

Homely image of the better world

Connection with

delegates is emotional &

familiar

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