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Better listeningCharity Comms Audience Strategy ConferenceThursday 26 May 2016
Viki Cooke
Founder director, BritainThinks
@viki_cooke
The trust issue is real
The public have serious concerns about
how charities operate
“People are always coming
up to me in the street, saying
donate to this. I’ll give to
who I want to give to.”
Charity supporter
“Red Cross sends me coasters
which does my head in
because that’s the biggest
waste of money.”
Non Charity supporter
“My mum and dad are being
bombarded at the moment.
They’ve hit a certain age.
They get worried about the
sad stories. I just tell them
no”
Non Charity supporter
Their concerns are not driven by media
coverage but rather confirmed by it
“The media are quick to expose. But
if charities are doing something they
shouldn’t then that should be
exposed. It’s got to lie at the door of
the people who are responsible for
what’s going on.”
Non Charity supporter
Charities need to reconnect with their
supporters before its too late
“You want to have confidence in
them, being transparent – that’s
the goal – that’s what we want to
see, where the money does go.”
Looking beyond the data is key
The value of small data
Big brands and forward-thinking charities
are putting people at the heart of their
strategy
Annual co-creation with
customers
Mobile ethnography to understand
the buying process
Putting the voice of beneficiaries
at the forefront
Reaching Middle England
1
2
3
How to build stronger relationships with
your supporters
Go beyond the data – hear from your
supporters directly
Start where they are, not where you
are
Put supporters at the heart of your
decision-making and keep them there
About BritainThinks
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
Audience strategy:understanding and connecting
with stakeholders
Sponsored by
Conference
26 May 2016
London
#CCaudienceWiFi: RRPN1
Password: kmrhja12
