Supporter Happiness Nov 2016

We have been measuring engagement since 2010 Moved from satisfaction to engagement Slightly more focus on engagement since last year………

We have moved to quarterly surveys Quarterly surveys to track changes Follow up depths to immerse staff Key metrics fed through to Exec Board Insight activation sessions Track actions

The dashboard gets shared with key stakeholders Satisfaction: How the NSPCC treats me as a supporter I trust the NSPCC as an organisation Planned future giving to the NSPCC 18 83 93 78 11 12 77 90 89 89 9 74 % net increase The NSPCC is one of my favourite charities to support I have encouraged others to support the NSPCC I believe I can play a part in ending child abuse 40 39 39 76 73 73 73 71 70 68 69 26 Supporter Survey 2016 W2 (n=626) All scores are net % 2014, 2015, 2016 W1, 2016 W2

We need to measure the drivers of the relationship Satisfaction Drivers Emotional Drivers Engagement Drivers Impact of their donation Not asking for support too often Not feeling pressured Responding promptly Receiving appropriate support Feeling valued Recognising past support Being thanked Care about my needs Identity (proud to support) Shared values Relevant communications Interesting communications Choice in communications they receive Opportunity to support in other ways Knowledge of the NSPCCC

We measure performance versus importance Fair performance but low importance Good performance vs. importance Thanking me appropriately Making it clear why my continued support is needed Using an appropriate style/tone in comms Recognising the contribution I’ve made in the past Not asking for support too often Informing me how my money is spent Offering me some choice in the comms I receive NSPCC’s performance Demonstrating they care about my needs Poor performance vs. importance Making a positive impact in my local community Giving me opportunities to support the NSPCC in other ways Importance Net importance = Important – Not important N=823

We measure how importance changes year on year Net importance = Important – Not important Sig test at 95% confidence N=823

We gain likes and dislikes Most common themes: PANTS / Underwear Rule Share Aware Campaigns in general Letter from Santa Schools Service TV ads ChildLine Sincere emails about current topics Mostly “Nothing”! Most common themes: Upgrade calls in general Pressure to upgrade Insincerity of calls Press stories about malpractice Press stories about staff salaries

A quarter of the public wanted to complain about a charity but chose not to NFP Synergy Jan16

We create key actions to improve engagement Create a messaging hierarchy to drip feed trust messages to supporters via multiple channels Careful management of contact frequency for supporters so communications are welcomed Investigate new ways to make supporters feel valued (supporter principles for communications) Demonstrating impact off their donations is key – look at original and interesting ways to show impact Continue work focusing on improving the experience of phone calls