Who? Supporter Audience Analysis Wood for Trees May 2016 Opens with blurred background only. Click once to start welcome slide animation. Click again when ready to play context (tree zoom sequence) slide if using. Insert appropriate client logo and text. Wood for Trees: Outstanding Marketing Services Provider 2011 (Database Marketing awards)

Why

New Five Year Fundraising Strategy How it all began New Five Year Fundraising Strategy Identified 5 strategic objectives Charity X has always been a very audience led organisation They have always tried to keep the donor at the heart of our fundraising efforts But we recognized the need for further improvement.

We set out to do three things: Audience led We set out to do three things: Identify our key audiences Understand their needs and behaviours Make them the starting point of everything we do.

AUDIENCE LED FUNDRAISING STRATEGY High level What do we already know about our supporters? Where are the opportunities for future growth? AUDIENCE LED FUNDRAISING STRATEGY Approached WfTs High level What do we know about them now Where are the opportunities for future growth

Who are our priority audiences? Who are our secondary audiences? Who are they? Who are our priority audiences? Who are our secondary audiences? What do these people look like? What are their interests and attitudes? Where do we find them? How do we talk to them? Give us a deeper understanding of our audiences

Opportunities for growth? Where is the value and potential within the Irish market? How can we use this for stewardship? How can we inform our communication & fundraising strategy? How can we improve product development? Where are there new opportunities for product development?

How

Their worth is estimated at €100 million Overall View Population is ~ 3.3 miliion 10% ‘support overseas’ (330,000) 110,000 have given to you recently This leaves 250,000 untapped Their worth is estimated at €100 million Assumes €400 LTV per supporter

Who? Supporter Audience Analysis “Insight into market sizing and audience potential” This project will develop a better understanding of the reach of the current offer and how this varies across different audience segments

Why is Who different? ….and whilst knowing who our supporters are is a great start this can be limited to their location, donating history and profile and broad demographics This project is different…. it links geodemographic and questionnaire- based research to supporter data, making it possible to identify exciting new dimensions in the behavioural and attitudinal attributes that characterise the supporter base

External Profiling Data Methodology Database External Profiling Data Opportunity Current Penetration Current Value Propensity to give to charity Propensity to give to cause Mosaic or Sonar Recruitment Channels Key Products Tenure LTV Demographics Hobbies & Interests Preferences Attitudes to charity and charity giving Profiles

We will understand the segments which have High penetration and value High penetration but provide low value or retention Low penetration but provide high value or loyalty where they do support Low penetration and low value “Sizing the opportunity and its value”

Insights

Sizing the Opportunity

Overlaying Value

The Audience Landscape

FOUR Key Priority Audiences

Farming Commuter Mix

Who are they Married couples & families (30-60yrs) Large houses in rural areas ($200k+) Mix of agricultural & urban commuters Educated & comfortable Many have chosen to live rurally, in pursuit of work life balance – because family & community matter

Good value & tenure

DRTV & print reaches them

Little RG Engagement

Outside Urban Centres

So what

So what did this mean for Charity X? Gave direction & focus Identified large untapped rural audience Enhanced our product portfolio Optimised our supporter journey to create stickier donors Increased LTV through careful cross-sell and up-sell campaigns while carefully monitoring attrition. Maximised our fundraising efficiencies Direction & Focus: Not trying to be all things to all people Not casting our net wide in the hope that we’d catch a few fish Rural Audience Audience was not being reached by current channels and products Utilised new channels to connect with this audience Product portfolio Able to identify which products are not applicable for our key audiences and identify gaps Optimise our supporter journey Because we know who they are and what motivates them so we can ensure the journey is appropriate. Includes offering them opportunities to support us outside of financial asks. Increased LTV – we can offer things that they are likely to be interested in increase uptake and reducing attrition Maximise fundraising efficiencies Stop asking people to do things they are unlikely to say yes to Stop spending money on products they are not interested in Reduce our costs whilst maintaining or increasing income Improved our ROI

Thank you Who Audience Analysis