Future proofing your marketing strategy

Marketing within the Not-for-Profit SectorOn the edge digital

Tim Harrison, Director@harriti

Challenging Summer

4

“It is not simply enough to blame sections

of the media: senior journalists in newspapers traditionally supportive of charities tell us that their postbags are full of complaints about fundraising”

-Stuart Etherington

• In July, half (49%) of the general public recalled having seen media coverage about charity fundraising methods

• Among those who recalled coverage, half (50%) said it had worsened their view of charities

The general public has been affected by recent media coverage

51%

70%

66%

53%

Sep 06 Jul 07 Jul 08 Nov 08 Jul; 09 Jan 10 Jan 11 Jul 11 May 12 May 13 Apr 14 Apr 15

Charities

“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” A great deal or quite a lot

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, April 15, nfpSynergy 6

We predict public trust in charities to continue declining after a tough summer

Clear concerns among Conservatives about the sector being too political

Base: 150 MPsSource: Charity Parliamentary Monitor, May-Jun 2015, nfpSynergy 7

89%

85%

62%

91%

19%

4%

81%

31%

13%

The charity sector is a force for good in the UK

Some charities are too political

The charity sector as a whole is too political

Con

Lab

SNP

“To what extent do you agree or disagree with the following statements about work with charities?” Strongly + Somewhat Agree combined. Ranked by total

The rules of the game look set to change

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“The Review recommends that the Fundraising Regulator establishes a ‘Fundraising Preference

Service’ (FPS) where individuals can register if they no longer wish to be contacted for fundraising purposes.”

“The creation of a ‘Fundraising Preference Service’, which would enable members of the public to prevent the receipt of unsolicited contact by charities and other

fundraising organisations.”

“This will allow individuals to add their name to a ‘suppression list’, so fundraisers have clear indication they do not wish to be contacted. Fundraisers should have a responsibility to check against the FPS before sending out a campaign. The FPS would provide the

public with a ‘reset button’ for all fundraising communications, completely preventing the receipt of unsolicited contact by charities and other fundraising

organisations.”

Most forms of giving are declining

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50%

40%

48%

36%

26%22%

20%

6%8%

Mar 10 Sep 10 Mar 11 Sep 11 Jul 12 Jan 13 Nov 13 Jul-14 Apr-15

Donated to a charity shop On-street cash collections

Taking part in or sponsoring someoneelse to take part in an event

By standing order or direct debit

By text message/ SMS

Base: 1000 adults 16+ , BritainSource: Charity Awareness Monitor, Jul 15, nfpSynergy

In which of the following ways did you give?

Reassure supporters that you are doing something about the problem and following regulations

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“We strongly encourage all fundraising organisations to make a public commitment, promising that they will review their use of

donors’ personal data and take steps towards adopting a system of ‘opt in’ only in their

communications.”Fundraising review

The reward of transparency

Base: 1000 adults 16+, BritainSource: Charity Awareness Monitor, July 13, nfpSynergy 12

o 64% of 16-24s

o 64% of ABs

Opportunities

The digital world

15

89%

75%

350,000

Personalisation of messages82% “feel

negatively towards any organisation that sends me badly targeted

marketing communications”

Hassle free one-off payments

From Snapchat to Snapcash to …..

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Cashless collection buckets

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Lasting relationships

20

21

Data Donation

22

Micro-volunteering

Any questions

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