Research & Retail

Fraser BedwellHead of Marketing

Saturday 23rd April, 2016

?Research

• 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

• 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

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

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

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

• 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

What does this mean?• Target our messaging• Target our advertising• Target direct mail campaigns• Effective & efficient

Research

Retail

• Growing importance• Supporters want range of opportunities• Scottish Poppy Appeal donations paramount• Retail developed slowly• Both PA and retail income grown

Channels• Mail order• Online• Poppy Up Shops• Area Organisers• Third parties• Events

Retail

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

Retail

2010 2011 2012 2013 2014 20150

50,000

100,000

150,000

200,000

250,000

Retail income 2010 - 2015

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