phil sandy - festival of new mr - 2014

The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to:

Our Pla'num Sponsor for 2014

Silver Sponsors

Session Sponsors

Media Partner Fes'val Supporters

•  Schlesinger Associates •  GMI •  krea

The Fes'val of 2014

Phil Sandy, Winkle, UK Festival of NewMR, December 2014

Applying innova'on research to non-‐profits

2014 Pla9num Sponsor

Phil Sandy Chief Research Officer, UK


In some markets awareness of Amnesty Interna9onal is as high as 90%

However, even then people s9ll lack a sense of connec9on, so fundraising efforts can suffer

…why is that? and how can innova'on research help

deepen the connec'on to aQract donors?

?


The research journey we went on with Amnesty is similar to that of

other innova'on challenges

Gather clues

Find gaps

Reveal challenges & opportuni9es

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The research journey Brands engage in MR because they wish to make informed business decisions to drive growth

•  Start with an end in mind: immerse deep into the process with a curious aNtude

•  Generate hypotheses for the different possible direc9ons a brand can change/evolve

•  Provide a simplified framework of the real world

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How we do it

PERCEPTIONS NEEDS & ATTITUDES

GAPS & CHALLENGES OPPORTUNITIES

How is the brand perceived today?

The ‘context’ for the brand

Percep9ons vs. needs

Based on the sum of learnings we iden9fy opportuni9es to address


When iden'fying opportuni'es, our experience is that successful innova'on:

1.  Is built on the founda9on of a strong insight

2.  Has a single-‐minded focus on a tangible ‘big benefit’ (with emo9onal resonance)

3.  Persuades through a clear ‘reason to believe’

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What we did for Amnesty (…the details)

4,612 respondents

15 countries

300 per market

Online survey with online representa9ve sample


Amnesty = a courageous & global champion of ‘civil & poli'cal’ rights

ü  Oppose death penalty

ü  Oppose torture

ü  Oppose human trafficking

ü  Children & women’s rights

ü  Freedom of speech

ü  Equality of minori9es

ü  Oppose discrimina9on

PERCEPTIONS


BUT, s'll has a job to do

•  Awareness levels vary hugely, from as high as 90% to as low as just 6%

•  Only 4-‐15% (by region) claim to have a good understanding of Amnesty’s ac9vi9es

•  A large propor9on s9ll feel no real connec'on with Amnesty

PERCEPTIONS


There are excep'ons – i.e. markets where people feel a beQer connec'on with Amnesty

•  France

•  Italy

•  Poland

•  India

Why these markets?

….we will return to this later in today’s session!

PERCEPTIONS


Top issues NGOs expected to address: ü  Human trafficking ü  Discrimina9on

ü  Poverty

ü  Access to water & food

ü  Children’s rights

ü  Women’s rights

ü  Disaster relief ü  Educa9on

ü  Healthcare

NEEDS


Issues found ‘most important’:

BUT, when asked what is most important the consistent top-‐3 are:

•  Access to water & food

•  Educa9on

•  Health care

NEEDS

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Mis-‐match between Amnesty’s core themes & the issues found important •  Opposing torture & the death penalty have been core themes for Amnesty

•  However, both appear low down in people’s associa'ons with human rights

•  Amnesty has targeted ‘civil & poli9cal rights’ – but issues felt most important are more fundamental on Maslow’s hierarchy of needs (i.e. access to water/food, healthcare, educa9on)

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GAPS & CHALLENGES


Worse, Amnesty’s core themes can have some nega've associa'ons

•  Brazil: ‘human rights’ abused to protect bandits & criminals

•  UK: ‘human rights’ some9mes abused by criminals & asylum seekers, plus some nega9ve connec9on with unelected EU officials imposing European rulings

•  Russia: Some resentment that ‘human rights’ are “something dictated by the western world”

GAPS & CHALLENGES


Issues associated with human rights are quite abstract / complex

ü  Equity / equal rights

ü  Fairness

ü  Freedom (speech, opinion)

ü  Basic rights

ü  Cons9tu9on / law

ü  Women’s rights / children’s rights

GAPS & CHALLENGES


Local differences add to complexity •  Russia: ‘Privacy’ is #2 associa9on with human rights in Russia, much

higher than the global average. Meanwhile Russians much LESS likely than average to associate human rights with ‘sexual iden9ty’

•  Japan: generally more ‘indifferent’. Top-‐3 associa9ons quite different to global average = #1 privacy, #2 social security, #3 disaster relief

•  South Africa: ‘Freedom to speak one’s own language’ rela9vely more important vs. global average

•  USA: ‘Freedom of religion’ is rela9vely more important here

•  Germany: -‐ ‘Opposing death penalty’ & ‘Monitoring & restric9ng use of drones’ rela9vely more important to Germans

GAPS & CHALLENGES


Ways to build more ‘connec'on’ with Amnesty?

Coming from our background in innova9on, we suggest to:

1.  Build on the founda9on of a strong insight 2.  Focus on a tangible ‘big benefit’ with emo9onal

resonance

3.  Support with a clear ‘reason to believe’

OPPORTUNITIES


INSIGHT: establish a more posi've insight •  In our experience ‘posi9ve’ insights (i.e. focussed on the desired posi9ve

outcome) consistently outperform ‘nega9vely’ worded insights

•  We are not sugges9ng that Amnesty changes its core values, but rather Amnesty needs to inspire people to care more about the causes it holds dear (so as to alract donors)

•  E.g. Oxfam’s ‘Lim Lives’ campaign has a very posi9ve insight as base: –  “Li$ one person and they will li$ others. When you support Oxfam's life-‐changing work,

unstoppable change takes root in communiAes around the world”

•  IMPLICATION: Can Amnesty learn from these other ‘rights’ areas -‐ and either broaden its campaign base, or find fresh insights from the posiAve stories around why exisAng supporters feel they are making a difference?

OPPORTUNITIES


BIG BENEFIT: communicate a tangible big benefit

•  The best benefits are clear, focused & tangible. Plus they address an emo9onal need.

•  The challenge for Amnesty is that its core tradi9onal themes have been either more abstract, or poten9ally more controversial.

•  By contrast, other NGOs target ‘benefits’ which are more tangible/less abstract, with more personal resonance & higher empathy / stronger emo9onal connec9on

•  In the markets where people report stronger than average connec9on levels with Amnesty (France, Poland, India) we see more associa9on of Amnesty with ac9vi9es that benefit a broader popula9on base = educa9on of the popula9on; offering legal aid; empowering certain groups (e.g. women).

•  IMPLICATION: Can Amnesty find a way to tap into ‘benefits’ with broader resonance? Or beQer highlight the work it already does that benefits more people?

OPPORTUNITIES


REASON TO BELIEVE: explain how dona'ons will be used in a way that ‘connects’

•  The RTB is there to give credibility to ‘how’ the promised benefit will be delivered –  E.g. “£25 could drill 3 wells to provide clean, safe water” (Oxfam)

–  E.g. A televised event can tell an upliming emo9onal ‘before & amer’ story about how an ini9a9ve has transformed lives (Children in Need, UK).

•  This is poten9ally much tougher for Amnesty, both due to the more abstract nature of some human-‐rights issues, and the more ‘squeamish’ nature of others (e.g. torture, death penalty).

•  Amnesty does already make RTB claims such as “£10 per month enables us to send researchers around the world to invesAgate reports of torture & abuse” – but a) addresses an ‘issue’ low down peoples ‘importance’ list; b) is s9ll not so ‘tangible’ or specific as claims such as the Oxfam one.

•  IMPLICATION: Can Amnesty develop RTB claims that address more resonaAng issues, with more specific (quanAfied) examples?

OPPORTUNITIES


THANK YOU

2014 Pla9num Sponsor

Phil Sandy Chief Research Officer, UK

The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to:

Our Pla'num Sponsor for 2014

Silver Sponsors

Session Sponsors

Media Partner Fes'val Supporters

•  Schlesinger Associates •  GMI •  krea

The Fes'val of 2014


When challenges are most complex is when Winkle’s at its best. We cut out the noise and zoom in to opportuni9es with the greatest impact. Helping you forge ahead quickly, decisively, boldly.

Contact us: [email protected]

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