SEGMENTATION 101 ANGUS KERR & BETH CAMERON IOF SIG CONFERENCE

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1 SEGMENTATION 101 ANGUS KERR & BETH CAMERON IOF SIG CONFERENCE

2 We fight tirelessly to stop cancer destroying young lives. We provide everything to help families cope. And we make sure young cancer patients can focus on getting their lives back on track. 2

3 Brand and insight consultancy Multi staged research programmes Bespoke to client objectives Communications and engagement for +ve change Creating the right environment for meaningful conversations 3

4 OUR STORY Preparation what do you want to know? Tendering The research process Launching it Now what?! 4

5 Audience insight An understanding of the emotional motivations and needs of an audience. Segmentation The activity of dividing a market, normally into subgroups (known as segments) based on some type of shared characteristics. 5

6 The point of gathering insight on audiences is to develop better relationships with them. What we gather has to be usable and then used if better relationships are to be the outcome. 6

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8 WHAT INSIGHT CAN & CANT DO Insight can give the key to what you should do, how you should speak to supporters, the kinds of experiences they d be interested in having If you re not set up to deliver those experiences, it s value is negligible. Between a rock and hard place if you know what supporters want but can t deliver that. 8

9 PREPARATION WHAT DO YOU WANT TO KNOW? Be clear about what you don t know and what you d like to know led by how you ll use this Speak to others Build a framework for how you want to understand your supporters Do research 9

10 Relationship fundraising model A Sargeant 10

11 CONSIDERATIONS Simple enough to explain? Flexible enough for many teams to use? Detailed enough to be effective and to get others to buy into it? Builds on existing insight? Is broad enough to accept new ideas? Is broad enough to add to in future? 11

12 Our simplified version Why supporters stay? Why supporters start? Attitudes and values to charities and life 12

13 TENDERING - GETTING THE BEST Engage people internally Get recommendations Go out to as many as you can who fit the bill Be really clear around milestones and expectations Trust your gut 13

14 ASKING FOR WHAT YOU WANT You need to be confident that what is delivered will be usable Your tender needs to ask this, and their response needs to be very clear. e.g. How will your existing database be segmented? 14

15 THE RESEARCH PROCESS Continue to engage people, e.g. Prescient met with 8 stakeholder groups Ensure there s plenty of support to make it happen Developing and testing golden questions should be part of the research process Qual quant qual (quant) 15

16 THREE STAGE APPROACH 1. Qualitative interviews 12 supporters 8 mini groups with staff 2. Quantitative validation Survey with 1862 charitable givers Using advanced statistical analysis to define audience segments 3. Qualitative interviews to bring segments to life 16

17 THE RESEARCH PROCESS Unique URL s for web survey invitations Balanced sample Ask respondents to consent to further research this will help you! Incentivise! Make sure you have what you need to apply to your database 17

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22 LAUNCHING IT Get people and money behind it Make it simple enough to understand Give the segmentation an identity, make it exciting We went from; 1. Relationship champions 2. Active go-getters 3. Traditional givers 4. Passive potentials 22

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28 NOW WHAT?! Enrich your understanding Segment your supporters (and tweak) Start testing If you re not already, start speaking with supporters. 28

29 NOW WHAT?! And Embed Start asking your golden questions Work programme looking at making our journeys more consistent 29

30 TAKEAWAYS Work out how you re going to use it, don t develop something you cant use It s all about relationships and not just with supporters. It s only the start, start talking more to your supporters 30