BUILDING AN AUDIENCE STRATEGY FROM THE GROUND UP

AL SCOTT, ANTHONY NOLAN

An arbitrary number of tips that any communicator really must know!

FROM THE WEB

WHY AN AUDIENCE STRATEGY?

GIVE / RAISE MONEY

VOLUNTEER

CAMPAIGN

RAISE AWARENESS

DONATE CORD

DONATE STEM CELLS

PATIENT SERVICES

RESEARCH

STEM CELL PROVISION

INFLUENCE

RAISE AWARENESS

DO THIS

GET THIS

FOCUS ON WHAT WE’RE GIVING

1. DEFINE YOUR AUDIENCES

NOT EVERYONE WANTS TO SUPPORT

CHARITIES

2. DON’T (JUST) RELY ON DEMOGRAPHICS

• What shape does your support take?• Volunteering• Individual giving• Fundraising events• Legacies• Campaigners• Stem cell donation

• What shape do your supporters take?• Male• Female• Young • Old• Rich• Poor• All of the above

3. WHAT DO YOU KNOW ABOUT THEM?

TO GET UNDER THE SKIN OF OUR AUDIENCE SO WE CAN...

• Explore their current life and lifestyle (social, professional, familial)

• Understand outlooks, values, beliefs, as well as key sources of pleasure but also fears and frustrations

• Identify key differences between ages in relation to lifestyles and attitudes

• Understand key brands that are relevant to them and how they engage with them

3. WHAT DO YOU KNOW ABOUT THEM?

• More self aware + aware of cultural norms and pressures

• Multi-faceted persona

• Oriented towards others

• Reflective

• Driven by internal emotions

• Find reassurance in cultural norms

• In control

• Achievers

• Self-oriented

• Driven by external pressures

4. BE BRAND CONSISTENTTONE – VISUAL – LANGUAGE – EXPERIENCE – RESPONSE – SERVICE – VALUES - BEHAVIOURS

4. BE BRAND CONSISTENTTONE – VISUAL – LANGUAGE – EXPERIENCE – RESPONSE – SERVICE – VALUES - BEHAVIOURS

5. TALK AND LISTEN TO YOUR SUPPORTERS

6. TEST CREATIVE TO UNDERSTAND MOTIVATIONS

Authentic Fake

7. MEASURE WHAT YOU CAN CHANGE

Blog KPIS:1. Increase audience size2. Increase new sessions to 60% per month3. Increase Facebook referrals4. Publish at least 1 new blog a week5. Positive audience feedback

“Absolutely brilliant… what a brave, open and intellectual young lady Emma is”

Amazing Emma and Billie, I hope this gets a lot of attention xx

8. PERFORM A COMMS AUDIT

• What’s going out?

• Who’s it going to?

• How often is it going?

• When did it last go?

• Is it any good?

• What do we need to do different?

9. DELIVER THE RIGHT CONTENT AT THE RIGHT TIME

Individuals who buy products

Cord mums

Families and friends of patients

Register individuals incomplete

Organis-ations who give money

Register individuals

Patients

Campaigners

Awareness raisers

Volunteers

Individuals who raise

money

Individuals who give money

Marrow

10. FIND THE RIGHT MOUTHPEICE

• Campaign aimed at young men

• Used online gaming theme

• Dedicated platform >90% male

• 120,000 users per month• Influencer with 300,000+

followersElement KPI Result

Twitch HPTO impressions 75,000 79,773

Twitch HPTO clicks 1,125 1825Twitch HPTO CTR 1.50% 2.3%Email signups 200 334

Average click rate 1st email 15% 16.3%Landing page visits (total) 12,000 28,695

Sign ups to the register 50 249

11. DEVELOP CLEAR SUPPORTER JOURNEYS

DISPLAY AD TWITCH PAGE

EMAIL 2

EMAIL 3

LANDING PAGE

EMAIL 1JOIN REGISTER/ SUPPORT

SIGN UP

TO RECAP1. DEFINE YOUR AUDIENCE

2. GO DEEPER THAN DEMOGRAPHICS

3. LOOK AT WHAT YOU KNOW ABOUT THEM

4. BE BRAND CONSISTENT

5. TALK AND LISTEN TO YOUR SUPPORTERS

6. TEST CREATIVE TO UNDERSTAND MOTIVES

7. MEASURE WHAT YOU CAN CHANGE

8. PERFORM A COMMS AUDIT

9. DELIVER THE RIGHT CONTENT AT THE RIGHT TIME

10. FIND THE RIGHT MOUTHPIECE

11. DEVELOP CLEAR SUPPORTER JOURNEYS

THANKS!

email me: alexander.scott@anthonynolan.org

Visit the CharityComms website

to view slides from past events,

see what events we have

coming up and to check out

what else we do:

www.charitycomms.org.uk

Audience strategy:understanding and connecting

with stakeholders

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Conference

26 May 2016

London

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