To Affinity...and Beyond! October 2011

Jennifer Shea, nfpSynergy Ruth Smyth, RSPB E: jennifer.shea@nfpsynergy.net T: 020 7426 8888

What is brand made up of?

Name Visual ID

Messages

Values

Mission

Vision

Points along the brand journey

Measuring understanding - what does the public know about:

• What your organisation does

o Services

o Campaign activity

• Your audiences

• The way that you work, your values and style

Measuring understanding of specific aspects of your work and values

38%

35%

48%

53%

42%

41%

39%

35%

34%

9%

19%

23%

27%

31%

31%

37%

20%

7%

9%

13%

12%

17%

20%

5%

0% 20% 40% 60% 80% 100%

Overall, taking all the above into account, how much do you trust this charity?

Is a charity that is relevant to you and your family and friends

Encourages members of the public to get involved in its work

Is innovative and forward-thinking

Is a campaigning organisation

Promotes a more inclusive society

Speaks up for people with xxx condition and empowers them to speak for

themselves

Provides people with xxx condition, their families and carers, and the general

public, with the help, support and advice they need

Neutral Somewhat agree Strongly agree

Source: Brand Attributes, nfpSynergy Base: All those aware of Charity A (1,222) among 2,000 respondents 18+, Britain, Apr 2010

“To what extent, on a scale from 1 to 5, do you think Charity A can be trusted to…?”

Measuring affinity

• How close do your audiences feel to your organisation?

• What do they associate most closely with your brand?

• How do they think you measure up compared to an „ideal‟ charity?

• Do your communications tally with their perceptions of your brand?

Borrowing from projective techniques to measure emotional affinity - Charity B

2%

2%

9%

33%

34%

37%

46%

0% 20% 40% 60% 80% 100%

I think they would bore me

I think they would intimidate

me

I don't think we would have

much in common

I would like to get to know

them

I think we would become

friends

I would like to talk to them

I think they would inspire

me

“Imagining if CHARITY B was a person, which of the following statements best describes your reaction to them?”

Source: Brand Attributes, nfpSynergy

Base: All those aware of Charity B (1,506) among 2,000 adults 18+, Britain, November 2010

Another approach to measuring affinity

ME

x

Comparing how close the public feels to your charity, versus comparator organisations

Source: nfpSynergy, Brand Attributes Monitor, Nov-10

Base: All those aware of each charity brand among 2,000 adults 18+, Britain

5.54

6.86.13

5.755.34 5.15

4.71

3.87

5.32

7.0

8.1 8.17.5

7.0 6.7

5.8

4.7

6.8

1

2

3

4

5

6

7

8

9

10

Tota

l

18-2

4

25-3

4

35-4

4

45-5

4

55-6

4

65+

Support

ers

Giv

en m

e/

som

eone I

know

help

/

ass

ista

nce

/ advic

e

Charity C Comparator

Close

Not

close

“Please indicate how close you feel to (...) by placing where you would like them to sit in relation to you” 1 means closest and 12 means furthest

Source: Brand Attributes, nfpSynergy

Base: All those aware of Charity D (1,526) among 2,000 adults 18+, Britain, April 2010

Understanding the public’s spontaneous associations with your brand

Measuring your brand against public ideals for charities

10%

36%

19%26%

6%8%

2%

16%9%

13%

5%

14%16%

14%

9%

34%

16%

19% 10%

29%

Focused

Practical

Inspiring

Reputable

Campaigning

Accountable

Sympathetic

Positive

Informative

Determined / dedicated

Effective / Cost-effective

Approachable

Professional

Helpful

Passionate

Friendly / Welcoming

Supportive

Honest

Caring / Compassionate

Trustworthy

The IDEAL charity

Average charity

Charity A

“Please choose up to 10 words in each column that you think best describes Charity A”

Source: Brand Attributes, nfpSynergy

Base: 2,013 adults 16+, Britain, April 2011

Measuring your brand against public ideals for charities working in your sector

28%

32%8%

36%

32%

8%

22%

30%20%

20%

20%

20%

24%

24%

25%

27%

27%

22%

27%

31%

Campaigning

Practical

Helpful

Supportive

Accountable

Caring / Compassionate

Professional

Effective / Cost-effective

Honest

Trustworthy

Charity D

The IDEAL InternationalAid and Developmentcharity

Source: Brand Attributes, nfpSynergy Base: All those aware of Charity D (1,520) among 2,000 adults 18+, Britain, Nov 2010

“Please choose up to 10 words that you think describe your IDEAL charity working in: International Aid and Development…” Charity D

Established

Professional

Reputable

Greedy / Rich

Traditional

TrustworthyHelpful

Friendly / welcoming

Modern

Practical

Boring

Average score of charitybrands

McDonalds

Co-op

Source: Brand Attributes, nfpSynergy Base: 2,000 adults 18+, Britain, Nov 2010

“Please choose up to 10 words that you think describe ... McDonalds/ Co-op”

Using Brand Attributes data to inform corporate partnership strategy

Measuring the fit between your communications materials and your brand

Please choose up to 10 words that you think describe the Advert Image/ Please choose up to 10 words that you think describe Charity E

Source: Brand Attributes, nfpSynergy

Base: 2,000 adults 18+, Britain, November 2010; All those aware of Charity E (1,264) among 2,000 adults 18+, Britain, November 2010

Boring

Responsive

Conservative

Supportive

Friendly / Welcoming

Helpful

Positive

Honest

Determined / Dedicated

Passionate

Focused

Caring / Compassionate

Professional

Trustworthy

Campaigning

Informative

Practical

Reputable

Traditional

Established

Charity E Brand

Charity E advert image

Measuring emotional affinity - Charity F

“Which of the following faces best represents how you feel about Charity F/ “This is because”

Source: nfpSynergy, Brand Attributes Monitor, Nov-10

Base: All those aware of Charity F (1506) among 2,000 adults 18+, Britain

1. Supportive/Support/Support families “Giving practical support and care to vulnerable people” “Such a great support to many sufferers and helps families to cope”

2. Helping people/families

“A great help to people at a traumatic time in their lives” “There to help” “Helping to make life a bit easier

3. Caring/ Caring charity/ Compassionate “Bringing care and sensitivity to support people to manage difficult situations” “Such caring and supportive people. They are people who must be angels on earth”

1. Don't know much about them/ Charity C

Helping people/families (18%)

“A great help to people at a traumatic time in their lives” “There to help” “Helping to make life a bit easier

Caring/ Caring charity/ Compassionate 10%

“Bringing care and sensitivity to support people to manage difficult situations” “Such caring and supportive people. They are people who must be angels on earth”

1. Sad/upsetting subject

“It makes me think of people who have difficulties” “I think they deal with a lot of sadness” “Feel sad for dependants on the charity”

“Don‟t know what they do” ” Not a charity I know a lot about I just am aware of the name” “A great charity but I don‟t know much about them!”

2. Not well known/ not much media coverage

“Not sure what they're doing now, no publicity” “Not in the public eye as much as it used to be”

“Which of the following faces best represents how you feel about Charity G”/ “This is because”

Source: nfpSynergy, Brand Attributes Monitor, Nov-10

Base: All those aware of Charity G (1,181) among 2,000 adults 18+, Britain

Highlighting barriers to engagement by measuring emotional affinity

Using Brand Attributes data

• What do the public associate with your brand?

• How accurately do the public understand the work you do?

• How do public perceptions measure up to what the public say they want from a charity in your sector?

• Benchmark brand perceptions before a major brand refresh or rebrand

• Understand how your campaigns tally with public perceptions of your brand

• Build upon this knowledge to increase engagement with your target audiences

RSPB’s ‘Outside In’ Review

How the RSPB has used the Brand Attributes Monitor

What I’ll talk about...

• The RSPB

• The ‘Outside In’ Insight Project

• The Sargeant model

• Applying it to the Brand Attributes Monitor

• What it led to

• Handout – with notes & contact details

What we do

What we do

Where our income comes from

...a club for bird watchers...

...an animal hospital...

Snail. Flickr Creative Commons: Meneer Zjeroen

Brand shift was slow...

Questions:

• How and why are perceptions formed?

• Can they be changed?

• How - and with how much effort?

Method:

• Multiple sources

The Outside In Review

The Sargeant Model: Differentiation for charities

The Sargeant Model

Emotional Engagement

Exciting, Fun, Heroic, Innovative,

Inspiring, Modern

Service

Approachable, Compassionate,

Dedicated

Voice

Ambitious, Authoritative, Bold

Tradition

Traditional

0

0.5

1

1.5

2

RSPB

Ideal Charity

Using the model: the ideal charity

Heroic, Innovative,

Inspiring, Modern

Approachable,

Dedicated

Ambitious,

Authoritative,

Bold

Traditional

Using the model: comparing charities

0

0.5

1

1.5

2 RSPB

Charity A

Charity B

Heroic, Innovative,

Inspiring, Modern

Approachable,

Dedicated

Ambitious,

Authoritative,

Bold

Traditional

Using the other data from BA

0%

2%

4%

6%

8%

10%

12%

RSPB Charity A Charity B

Boring

1. Not interested/ not relevant/ don't like birds

“It is not an exciting charity” “Not relevant to me” “Not a charity very close to my heart” “It is for bird people”

How close does the public feel to charity brands?

Source: nfpSynergy, Brand Attributes Monitor, Nov-10 Base: All those aware of) each charity brand among 2,000 adults 18+, Britain

High affinity Medium affinity Low affinity

“Please indicate how close you feel to (...) by placing where you would like them to sit in relation to you” 1 means closest and 12 means furthest

Arne Reserve, Dorset. RSPB Images

Outcomes

Any Questions?