can you measure reputation? keeping your reputation spotless conference, 21 may 2014
TRANSCRIPT
Can you measure reputation?
Michele Madden
May 2014
Can you measure reputation?
2
Nov 03 (Paper*)
Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11 Jul-11 May-12 May-13 Apr-140%
20%
40%
60%
80%
100%
0.28
56%
FRSB/ The Fundraising Standards Board (FRSB) Charities
Dip in trust for charities
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” A great deal or quite a lot
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 14, nfpSynergy 3
Least trusted
Most trusted
4Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 14, nfpSynergy
Large charities Medium sized charities Small charities
35%
46%
55%
‘From the following statements, please indicate whether you think each applies to any of the following organisations’They are generally trustworthy organisations
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 2014, nfpSynergy
Smaller charities have a trust advantage
5
They are usually run by volunteers
They usually fo-cus their work in one region/area
They are usually a bit amateurish in their approach
Their chief execu-tive is usually paid around
£100,000 a year
Their chief execu-tive is usually paid around
£50,000 a year
Their chief execu-tive is usually a
volunteer
13%9% 9%
52%
24%
5%
26%20%
12%17%
41%
11%
71%
62%
39%
8%13%
43%
Large charities Medium sized charities Small charities
‘From the following statements, please indicate whether you think each applies to any of the following organisations’
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 2014, nfpSynergy
Higher salaries are expected of large charities’ CEOs
6
Larger charities are seen as wasteful
They often duplicate each other's activi-
ties
They should merge to cut costs and avoid overlap
They should be able to deliver public
services
They are good at understanding the
needs of the people they exist to help
They are often wasteful in how they
spend money
39%
30%
37%32%
51%
40%
33%
25%
45%
25%
34% 32%
22%
60%
14%
Large charities Medium sized charities Small charities
‘From the following statements, please indicate whether you think each applies to any of the following organisations’
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 2014, nfpSynergy 7
Only a third of the public feels their needs are taken seriously by charities they support
‘Thinking about the charities you regularly support, please indicate to what extent you agree with each of the following statements’ Slightly Agree + Strongly Agree
8Base: Those who support charities among 1000 adults 16+, BritainSource: Charity Awareness Monitor, July 13, nfpSynergy
15%
34%
35%
48%
58%
I have on occasion wanted tocomplain to a charity about
how I am treated as asupporter
I feel that charities take mywishes and needs as a
supporter seriously
I feel I get too many appealsor newsletters from the
charities I support
From what I see charitiesstrive to achieve the highestprofessional standards at all
times
I would recommend thecharities I support to other
people
Top 20 ideal charity attributes
19%
21%
23%
23%
24%
26%
27%
28%
29%
35%
38%
38%
38%
40%
41%
46%
48%
51%
64%
67%
Fair
Sympathetic
Positive
Informative
Focused
Campaigning
Inspiring
Reputable
Professional
Passionate
Helpful
Effective / Cost-effective
Approachable
Supportive
Accountable
Friendly / Welcoming
Determined / Dedicated
Honest
Trustworthy
Caring / Compassionate
Nov-13
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
Base: 3,000 adults 18+, BritainSource: Brand Attributes, Nov 13, nfpSynergy 9
Next ideal charity attributes
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
1%1%1%
2%3%
4%4%
5%5%
6%6%
7%8%
9%10%10%10%
11%13%
14%17%17%
BoringGreedy / Rich
ExclusiveConservative
CautiousAuthoritative
TraditionalOutspoken
ModernBold / Direct
InclusiveDynamic
HeroicChallengingInnovativeVisionary
IndependentAmbitious
ResponsiveEmpoweringEstablished
PracticalGenerous
Nov-13
Base: 3,000 adults 18+, BritainSource: Brand Attributes, Nov 13, nfpSynergy 10
Comparison of ratingsIdeal charity
38%38%
40%
41%
46%48%
51%
64%
67%
38%
Helpful
Effective / Cost-effective
Approachable
Supportive
Accountable
Friendly / Welcoming
Determined / Dedicated
Honest
Trustworthy
Caring / Compassionate
Ideal Charity
“Please choose up to 10 words in each column that you think best describes…”
Source: Brand Attributes, nfpSynergyBase: All those aware of charity x (970) among 3,000 adults 18+, Britain, Nov 2013 11
Comparison of ratingsIdeal charity, average charity score
38%38%
40%
41%
46%48%
51%
64%
67%
38%
Helpful
Effective / Cost-effective
Approachable
Supportive
Accountable
Friendly / Welcoming
Determined / Dedicated
Honest
Trustworthy
Caring / CompassionateIdeal Charity
Average
“Please choose up to 10 words in each column that you think best describes…”
Source: Brand Attributes, nfpSynergyBase: 3,000 adults 18+, Britain, Nov 2013 12
Comparison of ratingsIdeal charity, ideal in environment & conservation
38%38%
40%
41%
46%48%
51%
64%
67%
38%
Helpful
Effective / Cost-effective
Approachable
Supportive
Accountable
Friendly / Welcoming
Determined / Dedicated
Honest
Trustworthy
Caring / Compassionate Ideal Charity
Environment andConservation
“Please choose up to 10 words in each column that you think best describes…”
Source: Brand Attributes, nfpSynergyBase: All those aware of charity x (970) among 3,000 adults 18+, Britain, Nov 2013 13
Comparison of ratingsIdeal charity, ideal in environment & conservation, ideal in child welfare
38%38%
40%
41%
46%48%
51%
64%
67%
38%
Approachable
Effective / Cost-effective
Helpful
Supportive
Accountable
Friendly / Welcoming
Determined / Dedicated
Honest
Trustworthy
Caring / CompassionateIdeal Charity
Environment andConservation
Child Welfare
“Please choose up to 10 words in each column that you think best describes…”
Source: Brand Attributes, nfpSynergyBase: Multiple bases among 3,000 adults 18+, Britain, Nov 2013 14
Comparison of ratingsIdeal charity, ideal in environment & conservation, average charity score
38%38%
40%
41%
46%48%
51%
64%
67%
38%
Helpful
Effective / Cost-effective
Approachable
Supportive
Accountable
Friendly / Welcoming
Determined / Dedicated
Honest
Trustworthy
Caring / CompassionateIdeal Charity
Environment andConservation
Average
“Please choose up to 10 words in each column that you think best describes…”
Source: Brand Attributes, nfpSynergyBase: All those aware of charity x (970) among 3,000 adults 18+, Britain, Nov 2013 15
Comparison in Environment & ConservationCharity x ratings against the Top 10 “ideal charity” adjectives for Environment & Conservation
24%25%
27%
30%30%
32%
34%
41%
42%
25%
Helpful
Effective / Cost-effective
Campaigning
Friendly / Welcoming
Approachable
Honest
Determined / Dedicated
Trustworthy
Accountable
Caring / Compassionate
Environment andConservation
Charity x
Source: Brand Attributes, nfpSynergyBase: All those aware of Charity x (970) among 3,000 adults 18+, Britain, Nov 2013
“Please choose up to 10 words in each column that you think best describes”
16
Comparison of ratingsIdeal charity, ideal in environment & conservation, average charity score and charity x score
38%38%
40%
41%
46%48%
51%
64%
67%
38%
Helpful
Effective / Cost-effective
Approachable
Supportive
Accountable
Friendly / Welcoming
Determined / Dedicated
Honest
Trustworthy
Caring / Compassionate
Ideal Charity
Environment andConservation
Charity x
Average
“Please choose up to 10 words in each column that you think best describes…”
Source: Brand Attributes, nfpSynergyBase: All those aware of charity x (970) among 3,000 adults 18+, Britain, Nov 2013 17
Charity y Top 20 attributesBy Current/Potential Support
Conservative
Positive
Sympathetic
Inspiring
Practical
Approachable
Passionate
Helpful
Professional
Campaigning
Determined / Dedicated
Friendly / Welcoming
Honest
Heroic
Trustworthy
Reputable
Supportive
Caring / Compassionate
Established
Traditional
Potential Support
Current Support
“Please choose up to 10 words that you think describe Charity y/ From the list below please tick those charities you would consider yourself to be a supporter of (irrespective of whether you have given them money or time recently)?”
Source: Brand Attributes, nfpSynergyBase: All those aware of Charity Y (1,034) and answering among 3,000 adults 18+, Britain, Nov 2013 18
Key drivers of trust for charities
Trust
External events
Type of cause
Personal contact with
the organisation Length of
establishment
Breadth of public
awareness- Negative media stories
+ Health, cancer- International
+ Contacted the charity or know someone who has - Had negative experience
+ Well-known- Niche
+ Long-established- New organisation
19
Reputation measures will vary
• Your organisation
• Your audiences
• Your aims and objectives
• Your performance
20
How to measure?
• Who are your key audiences?
• What is your relationship with them?
• How do you find out what they think?
21
How and when
• Frequency - listen as often as possibleo Continuous feedback - identify the five key questions you would like
everyone to answer
• Use cheap measures – google analytics can tell you a lot, properly monitor complaints (topics, numbers, strength), talk to people
• Monitor the spaces that your key audiences operate in (eg social media, local group network or staff meeting)
• Keep it simple - the best and worst people would say about you
• Stakeholder audits – if you can, take the temperature of all your key audiences
22
What to bear in mind• Before
o Make a plan and be active in your monitoring – don’t wait for a crisis
o All monitoring/measurement should be proportionateo There are ways of doing it whatever your budgeto Make use of all research/channelso Be aware of any barriers that may be specific to your
audiences
• Duringo Don’t dismiss anything you hear until you’ve investigatedo Be aware of your prejudices and pre-formed ideaso Ensure you are listening to the most important not just the
loudest
• Aftero Have regular review milestoneso Act on the findings where appropriate (and quickly)o Show/tell people that you’ve heard them 23
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