Making the case. Making the case for comms, workshop, 22 October 2014.

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Information about Making the case. Making the case for comms, workshop, 22 October 2014.

Published on October 23, 2014

Author: CharityComms

Source: slideshare.net

Description

Seamus O’Farrell, director, Forward Thinking

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.
http://www.charitycomms.org.uk

1. Spend SpendSpendSpend SpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpendSpend SpendSpendSpendSpendSpendSpendSpend SpendSpendSpendSpendSpendSpendSpend SpendSpendSpendSpend Making the case

2. Charity marketing is a lot harder than commercial marketing

3. Charity marketing is a lot harder than commercial marketing … a lot harder

4. Commercial Brands Customers Competitors

5. Charity Brands Customers Causes Beneficiaries Donors Influencers Competitors

6. And commercial brands have more money

7. And commercial brands have more money … a lot more

8. Top 20 MarcomsSpenders Sky P&G Unilever BT Tesco Asda Virgin Media DfS Reckitt Benckiser Morrisons EE L’oreal Sainsbury’s M&S Nestle McDonalds JD Williams Vodafone O2 British Gas CRUK Macmillan Age UK British Red Cross BHF Save the Children Guide Dogs Marie Curie Dogs Trust Oxfam National Trust RSPB NSPCC Royal British Legion Barnardos WWF ChrsitianAid PDSAA RSPCA RNIB Source: Nielsen

9. Top 20 average annual expenditure over past 5 years Source: Nielsen 0 1 2 commercial charities £1.8bn £160m £ Billions

10. Proportion of expenditures Source: Nielsen £1.8bn £160m Commercial TV Other Digital DM 42% 43% 9% 6% Charities TV Other Digital DM Door Drops 27% 59% 12% 2%

11. Why does Coke spend so much on advertising and promotion?

12. This distribution frequency generalises across ALL categories, ALL brands, ALL over the world, ALL the time!

13. Penetration drives market share Getting more buyers is more valuable than just getting more from existing buyers Most buyers are promiscuously loyal Reach infrequent buyers and you will reach heavier buyers as well

14. It’s a battle for ATTENTION It’s not so much what people think ‘about’ you that counts, it’s that they even think ‘OF’ you SALIENCE

15. And why do commercial brands prioritise TV?

16. 0 10 20 30 40 50 60 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110 Average monthly reach and time spent –Individuals Individuals reached Average hours per month TOTAL TV COMMERCIAL TV THE INTERNET (Inc. VOD) FACEBOOK YOUTUBE GOOGLE TWITTER Millions Source: BARB, May 2014, 6+; comScore MMX Multi-Platform, May 2014, UK, 6+. UKOM Approved. Please see accompanying notes on data sources below for inclusions & exclusions

17. 0 1 2 3 4 5 6 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 73 Average monthly reach and time spent –18-24 18-24s reached Average hours per month TOTAL TV COMMERCIAL TV THE INTERNET (Inc. VOD) FACEBOOK YOUTUBE GOOGLE TWITTER Millions Source: BARB, May 2014, 18-24; comScore MMX Multi-Platform, May 2014, UK, 18-24 UKOM Approved. Please see accompanying notes on data sources below for inclusions & exclusions

18. Consequently, commercial brands are more salient

19. 91 90 90 89 88 87 86 86 86 82 80 80 80 77 75 73 71 67 65 53 49 48 39 37 0 10 20 30 40 50 60 70 80 90 100 % of respondents Prompted Awareness of Charity Brands

20. 39 46 25 30 33 6 27 26 4 7 12 9 15 3 2 2 8 5 1 7 0 1 1 0 0 10 20 30 40 50 60 70 80 90 100 % of respondents Spontaneous Awareness of Charity Brands

21. % of population % of charitable activity Civic Core 9 66 Middle Ground 67 34 Zero Givers 24 0 Source: Charities Aid Foundation, 2,027 Respondents

22. Population % Zero Givers Middle Ground Civic Core 0 34% 66% Charitable Activity % Make the case for growing Middle Ground Penetration

23. Prostate Cancer UK

24. Britain’s best kept worst secret •Prostate cancer nowhere near high enough on key ‘agendas’ •Far too few people know who we are, or what we do •Helpline reaches tiny percentage of diagnosed men •Excluding Movember, we are outside top 150 UK charities by voluntary income

25. Working principlesbe direct and conversationalbe responsive and supportive be bold and energeticbe honest and unembarrassed be flexible and collaborative Support men Find Answers Lead change Context: •Confusion, ignorance and apathy •Charity fatigue •Kills as many men as breast cancer kills women Men Deserve Better Thousands more men survive and enjoy a better quality of life

26. Simple two-tier Marketing Strategy To generate significant profitable Charity-owned income To build penetration of men with PCa(grow market share) By building salience of the cause and the brand’s centrality to it By engaging HCPs to ‘nudge’ patients to come to us

27. More people reached Coverage Frequency Paid for media 95.96% 16.9 times Including non-paid for media 97.77% 19.4 times Source: Nielsen, BARB, NRS, RAJAR More people remembering 50% of UK adults recognise our advertising 30% of UK adults aware of Prostate Cancer UK brand (Nearly 40% brand awareness amongst Ad Recognisers) N.B. The Prostate Cancer Charity brand had only ever achieved 7% brand awareness Source: Brainjuicer More people searching Searches on prostate cancer up by 65% vs. 2012 Prostate cancer was fastest-rising health issue in UK search terms in Q1 2013 Source: Google Analytics/Trends

28. More people talking WOM: conversations about prostate cancer and/or our advertising up by 12% vs. 2013 Source: Keller Fay Talktrack Prostate Cancer UK one of most talked about cancer charities with 10% of UK adults talking about Prostate Cancer UK (‘up there’ with CRUK and Marie Curie) Source: Brainjuicer More people coming Visits to PCUK website + 99% vs. 2012 Calls to PCUK Helpline + 33% vs. 2012 Source: Prostate Cancer UK More people downloading Website downloads of medical support literature + 59% vs. 2012 Source: Prostate Cancer UK

29. More people ordering No. of health professionals ordering information + 64% vs. 2012 No. of publications ordered + 84% vs. 2012 Source: Prostate Cancer UK More people donating Over £170,000 raised directly This was dwarfed by Corporate partnerships and growth in Community fundraising stimulated by the communications campaign. These are estimated to reach millions over the coming year. The ultimate evidence is that we are helping more men.

30. Top 10 Influencing Tips •Have a crystal clear Brand Definition •Develop a sharp Marketing Strategy –meeting real needs –with a clear offer –and a simple ask •Underpinned by a Media Strategy that maximises reach •Pitch high for budget •Consult with colleagues / stakeholders…listen…but be single-minded •Create key trustee ally group early on •Support and use external partners (ensure they are well-known within the organisation) •Don’t be defensive in the face of scepticism •Champion your creative work…be confident…you’re the expert •Constantly remind people about need for attention and penetration

31. Visit the CharityCommswebsite 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

32. Workshop 22 October 2014 London #CaseForComms Making the case for comms: unlocking the purse strings

#caseforcomms presentations

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