How do we create amazing supporter experiences? Audience strategy conference, 26 May 2016
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Transcript of How do we create amazing supporter experiences? Audience strategy conference, 26 May 2016
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Product first
Supporter first
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• Getting the right people as fundraisers• The role of trustee boards and senior
management• A distinctive service culture• Leadership• Supporters as advocates
LanguageVulnerable people
Satisfaction, commitmentThank you and welcomeThe journey and emotionCorporates, trusts, major
donors, legacies
Communicating the experience The donor’s view
The right people in place How it works
• Evidence of impact and effectiveness
• Overhead, reserves and investment
• Working with suppliers• Media relations and the public
face of charities• The difference between small and
large charities
• Communications with individual donors
• Inspirational creativity• Giving choices and
managing preferences
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Today’s focus
1.Language
2.Satisfaction and commitment
3.Media relations
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THE LANGUAGE PROJECTObjective:
All charity communications with donors• constructively enhance the donor experience• strengthen the charity-donor relationship
What does that ‘look like’?
Donors happy to engage (talk, read, listen, …)valued, interested, ethical uplift, impact/empowered, part of team, re-affirmed self-image (e.g. priorities)
All comms read/heard/watched … not ignored, binned or cancelled
All comms have positive impact on donor and relationship No comms cause complaint
… over frequency, content or form All comms wanted: no comms wasted
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THE LANGUAGE PROJECT
How:
GATHERING KNOWLEDGE & NEEDS
Constructing a database of research, case studies, examples
TESTING & DEVELOPING
Gap filling and hypothesis testing
SHARING
Publishing and promoting good practice recommendations
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THE LANGUAGE PROJECT
Some findings so far:
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THE LANGUAGE PROJECT
Some questions:
• Three beliefs about best practice
• What comms you’re testing, and how
• Your priorities – the burning comms questions
High level stuff (accessibility, formality/familiarity, frequency…)
Minutiae (‘Dear’/’Hi’, ‘I’/’we’, ‘give’/’help’/’save’…)
Tricksy stuff (transparency, T&Cs/legal, opt-in clauses)
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SPEAKING OUT(a.k.a. media)
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SPEAKING OUT
Relationships (mid-term)
Revenue (short-term)Reputation (long-term)
MEDIA
A subtle picture
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SPEAKING OUT
Value
Values
FuturePresent
BELIEF RESPECT
COMMITMENTTRUST
Understanding reputation…
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SPEAKING OUT
Value
Values
FuturePresent
Do we deliver?
Do we behave? Do we lead?
Do we inspire?
Managing reputation…
Understand real-world reputation drivers at an increasingly granular level.Design a strategic pathway forward. Organise!
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SPEAKING OUT
Early principles:
• Don’t exaggerate
• Don’t be complacent
• Don’t reinvent
• Do Understand that all audiences count and interconnect – (this is about strategic public advocacy)
• Do Recognise that there are specific very predictable stories that are ‘coming’ and plan for them
• Do be ambitious and true to our values
We really need:
Committed critics/experts
Data – to improve our best guess insight/modelling
Sharing of (shareable) comm’s plans
Specific storyline ideas - macro and micro
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MEASUREMENT
The problem…
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MEASUREMENT
What should we measure?
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MEASUREMENT
• Steering group
• Get questions right
• Consultation
• Pull together
• Report
The plan
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MEASUREMENTToday
• What should we be measuring?
• Who is measuring it?
• Is anyone actioning anything on the back of it?
• Steering group
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www.donor-experience.com
@DonorExperience
If you would like to get more actively involved – or simply want to be kept informed of progress – on these or other projects across the Commission – then please get in touch with:
• Richard Spencer – [email protected]
• Andrea Macrae – [email protected]
• Tim Kitchin – [email protected]
• Roger Lawson – [email protected]
• Georgia Bridgwood – [email protected]
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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
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Audience strategy:understanding and connecting
with stakeholders
Sponsored by
Conference
26 May 2016
London
#CCaudienceWiFi: RRPN1
Password: kmrhja12