Tracey Pritchard, Head of Fundraising, Friends of the Earth

Michele Madden, Managing Director, nfpSynergy

What are we going to cover?

• Why• How• What next• Q&A – discussion

Our Vision: A new, positive relationship between people and the environment

Introduction to Audience Strategy Project

Our Expectations

Deliverables

• Increase audience insight

• Improve targeting

• Introduce new ways for people to get involved

Outputs

• Audience strategy

• Segmentation model

• Implementation plan

Principles

• Cross – organisational• It is not the answer to everything• Be pragmatic• Start the thinking from ‘audiences’• And later, create products/offers • It won’t replace more specific comms• Aiming for no more than 7 segments• It is not exhaustive – but it is prioritisation• It will guide us for 3-5 years• Directorate priority is income generation

The Project Phase 0 – Set up

Phase 1 - Scoping

Phase 2 – Market Research

Phase 3 – Decision on high level segments

Phase 4 – Strategy and Implementation

Research consultancy for the not for profit sector

8

Sample

• Fieldwork conducted in May/June 2012

• Questionnaire supporters and local group members through an Online and Postal Survey

• 13% response rate

• Sample narrowed down to 1,532 respondents based on those who answered all golden questions from the segmentation and key demographic questions

• General public research through an online panel, sample of 3,000

9

10

Social grade profile

Please indicate which one of the following best describes the occupation of the chief income earner in your household? Prompted and coded ex-post

Base: 3,000 adults 16+, Britain (excluding Scotland), 1532 Friends of the Earth Supporters Source: Friends of the Earth/nfpSynergy, May -12/Jun-12

FOE supporters

General Public

70%

59%

30%

40%

ABC1 C2DE Mean household income:

General public £31,648FoE supporters £38,961

FOE sup-porters

General Public

70%

59%

30%

40%

7%

11%

32%

23%

14%

6%

4%

8%

Employed full time Employed part time Not in paid work Retired

Self-employed Student Other

11

Working status

Base: 3,000 adults 16+, Britain (excluding Scotland), 1532 Friends of the Earth Supporters Source: Friends of the Earth/nfpSynergy, May -12/Jun-12

What is your working status?

The results

7 Public Segments

Base: 3,000 adults 16+, Britain (excluding Scotland)Source: Friends of the Earth/nfpSynergy May-12

11%

16%

16%

11%11%

16%

20%

1. Passionate engagers

5. Generous Environmentalists

6. Animal lovers

7. Disgruntled deniers

2. Early learners

4. Unreachable apathetics

3. Butterflies

Key SegmentsGeneral Public vs. FOE supporters

Base: 3,000 adults 16+, Britain (excluding Scotland); 1, 532 FOE supporters Source: Friends of the Earth/nfpSynergy May-12

14

1 - Passionate engagers

2 - Early learners

3 - Butterflies 4 - Unreachable apathetics

5 - Generous environmental-

ists

6 - Animal lovers

7 - Disengaged deniers

15%

5%2% 1%

76%

2% 1%

87%16% 14%

11% 11%16%

20%

FOE supporters General Public

Prioritising Public Segments

Charita

ble

en

gagem

en

t

Environmental engagement

low high

high

47

6

2

3

15

7 High Level Segments

Passionate Engagers

Disproportionally Affected

Business

Influencers

Young PeopleGenerous

Environmentalists

Political Decision Makers

Next steps• Integrating into overall Communications Strategy

• Internal communication and induction & central resource library

• Integration into all planning processes

• Recruiting “audience champions” and a “community of best practice”

• Working with nfpSynergy on practical application

• Clarifying success measures for monitoring progress

Audience Sub-communities

Devise how to map/ co-ordinate activity

Internal contact/expert

Manage/develop portfolio of

activity

Develop skills/share learning & response

rates etc

Test/develop supporter journeys

Set KPIs and report against them

Passionate Engagers Engagement Area Quarter 1

(Jun – Aug 13) Quarter 2 (Sep 13 – Nov 13)

Quarter 3 (Dec 13 – Feb 14)

Quarter 4 (Mar 14 – May 14)

Fundraising * activity focuses primarily on this segment

HNWI breakfast and dinners and piggybacking other events. Bee ads/Bee saver kits – multichannel Bee events eg Chelsea B&Q shop f2f Partner-a-campaigner* Street f2f all year Picture the earth * Ecards Green Film Fest Membership review

Video FDEV event tbc

Bee saver kits Kurt Jackson event Bee events Private sites Polar Bear * Hokey Cokey*

Communications

Wilderness* FESTIVALS* Ad words Big picture story

Earthmatters online Prog activities * Knowledge donations Silicon roundabout experts Programmes online

Big Give

BGBR *

Activism

Organisers (across q) (particularly young ones)

Events programme –incl. regional Starting new groups

Campaign hubs

Year 1: Mapping activity to audiences

Plans for the future

Recruitment strategies Supporter journeys Innovation Testing and monitoring Motivate the Laggards Targets

Lessons learned

Top down Cross-organisational Imperfect process It’s your garden

Questions?

Tracey Pritchard, Head of Fundraising, Friends of the Earth

Michele Madden, Managing Director, nfpSynergy

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