Download - A lot has happened in a year
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Research & Retail
Fraser BedwellHead of Marketing
Saturday 23rd April, 2016
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?Research
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• Understanding– Who our supporters are– What motivates them– Why they donate– Where they live– How they consume
• Focus groups, surveys, data profiling, feedback, etc• TGI
– Quarterly UK-wide survey– Sample size 95,254 (Scotland 9,845)– 200+ questions covering consumer attitudes,
motivations, media habits and purchase behaviour– Poppy Appeal standard measurement
Research
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• 2.9 million adults donate to charity• 67% of Scottish population• Who do they donate to?
Research
0400,000800,000
1,200,0001,600,000
1,667,0001,457,000
822,000626,000 487,000 441,000 436,000 400,000
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Research
How much do they donate?
£250 +
£200-£249
£150-£199
£101-£149
£76-£100
£51-£75
£26-£50
£10-£25
£5-£9 Less than £5
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
263,000
80,000 149,000
196,000 246,000 248,000
476,000
667,000
318,000
178,000
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Research
How do they donate?
Direct Debit
Send cash /
cheque direct to charity
Online Text Message
By Phone Collection Box
Via wage / salary
0 200,000 400,000 600,000 800,000
1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000
1,065,000
590,000
294,000 292,000 91,000
1,731,000
94,000
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A B C1 C2 D E0%
10%
20%
30%
4%
19%
27%
22%17%
11%
Research
15 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+0%
10%
20%
30%
40%
9% 10% 13%17% 19%
33%
42% 58%
Sex
Demographics Age
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• Typical poppy donor– 56% are married / living as a
couple– 40% own their home
outright– 72% respect traditional
customs & beliefs– 86% are “comfortable” or
“coping financially”– 78% have no children living
in the household– 53% are retired or not
working
Research
Female
Aged 45+
Social Grade B
or C1 or C2
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What does this mean?• Target our messaging• Target our advertising• Target direct mail campaigns• Effective & efficient
Research
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Retail
• Growing importance• Supporters want range of opportunities• Scottish Poppy Appeal donations paramount• Retail developed slowly• Both PA and retail income grown
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Channels• Mail order• Online• Poppy Up Shops• Area Organisers• Third parties• Events
Retail
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Retail
In-house+ All income direct to charity+ Perception– Lower margin– Financial risk– Administrative burden & costsLicence+ Higher margin+ Maintain cost to income ratios+ All risk assumed by licensee+ Make use of experts in their field+ Focus on core business – Perception
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Retail
2010 2011 2012 2013 2014 20150
50,000
100,000
150,000
200,000
250,000
Retail income 2010 - 2015
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Retail
2015 review+ Poppy Up Shops+ Tin donations– Online / mail order sales– Other donations– / + Area organiser sales
Area of focus for 2016• Digital + cross/up-selling• Wholesale• Poppy Up Shops