RNIB - integrating across channel and function. Integration: breaking down the silos conference, 26 February 2015

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Integrating across

channel and function

Or, How to get those pesky fundraisers to do

what you tell them

Natasha Dickinson, RNIB group head of

marketing and communications

Agenda

1. Brand challenges: Where we were in 2011

2. Brand solutions: What we wanted to change

3. Our integrated campaign: I am here

4. I am here: Results

5. Summary: Top tips

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Source: Charity Brand Index survey, 2011. Base: All adults,

nationally representative sample

Brand challenges: Starting point in 2011

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Charity Brand Index 2011: Top 20 charities

0

10

20

30

40

50

60

70

80

90

Can

cer R

esea

rch

UK

RSP

CA

Roy

al B

ritish

Legi

on

Hel

p fo

r Her

oes

Mac

milla

n Can

cer S

uppo

rt

BBC C

hild

ren

in N

eed

British

Hea

rt Fo

unda

tion

NSP

CC

St Joh

n Am

bula

nce

RNLI

Oxfam

Com

ic R

elief

Gre

at Orm

ond

Street

Hos

pita

l

Mar

ie C

urie

Can

cer C

are

British

Red

Cro

ss

Guide

Dogs

The S

alvatio

n Arm

y

Barna

rdo's

RNIB

Batte

rsea

Dog

s & C

ats

Hom

e

Trust Positive impression

• RNIB is one of the

most trusted UK

charities

• 19th overall in CBI

• Joint 7th for trust

(77% say RNIB is

'completely' or

'very' trustworthy)

• Highest score for a

disability charity

• 3rd in a study of

charity reputations

(Reputation

Institute, 2011)

Charity Brand Index (CBI) 2011: Top 20 charities

Source: Brand Attributes, nfpSynergy

Base: All those aware of RNIB among 2,000 adults 18+, Britain,

November 2011

But people didn't really know what we do …

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Source: NfpSynergy, Charity Awareness Monitor, 1998 - 2011.

Base: All adults, nationally representative sample

Each year, fewer people knew about us …

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Total Semi-prompted

Spontaneous Linear (Semi-prompted)

Linear (Spontaneous) Linear (Total)

• Semi-prompted

and spontaneous

awareness stable

at an average of

26 and 6 per cent

• Decrease in total

awareness from 92

per cent in 1998 to

82 per cent in 2011

4.91 5.045.27 5.28

5.51 5.53

6.04 6.196.4 6.46 6.47 6.48

6.69 6.69 6.77 6.94 7.03 7.04 7.23 7.31 7.45

RN

IB

… and those who did know, didn't really care

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"Please indicate how close you feel to (...) by placing where you would like

them to sit in relation to you, where 1 means closest and 12 means furthest"

• Flipside of trust is that we’re seen as big, formal and a bit old fashioned

• Fighting disinterest in the brand

Source: nfpSynergy, Brand Attributes Monitor, November 2011

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

18+, Britain

We were seen as lacking in warmth …

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26%

14%

21%

21%

30%

16%

27%

34%

36%

23%25%

26%

31%32%

36%

41%

30%28%

38%

31%

Practical

Approachable

Sympathetic

Professional

Friendly/Welcoming

Helpful

Honest

Trustworthy

Supportive

Caring/Compassionate

RNIB

Disability and SensoryImpairment

"Please choose up to ten words that you think describe your ideal charity working

in Disability and Sensory Impairment"

• RNIB better on

practical and

professional

• Worst on

honest,

approachable

and friendly/

welcoming

Source: Brand Attributes, nfpSynergy

Base: All those aware of RNIB (1168) among 2000

adults 18+, Britain, Nov 2011

(Unsurprisingly, given the budget)

Top 20 spenders October 2011 £20.1m - incl DM

2.70

2.00

1.50

1.40

1.10

1.070.890.86

0.85

0.82

0.79

0.78

0.75

0.74

0.69

0.68

0.62

0.60 0.58 0.58

M acmillan C ancer Support

The Smile T rain

R oyal B rit ish Leg ion

Guide D ogs For The B lind A ssn

B rit ish R ed C ross

R spca R oyal Soc Prevent ion A nimals

Save The C hild ren Fund

Great Ormond St reet Hosp it al

St D unst ans C harit y

B rit ish Heart Found

A icr A ssn Int l C ancer R esearch

If aw Int l Fund For A nimal W elf are

R nib R oyal N at l Inst B lind

C risis C harit y

A rt hrit is R esearch C ampaign

A ge U k

Pdsa Peop les D ispensary Sick A nimal

M out h & Foot Paint ing A rt ist s

R oyal N at l Lif eboat Inst R nli

N at l T rust

Save the

Children 0.89

RSPCA 1.07

Red Cross 1.10

AICR 0.79

BHF 0.82

St Dunstan's 0.85

GOSH 0.86

Crisis 0.74

RNIB 0.75

IFAW 0.78

National Trust 0.58

Arthritis

Research 0.69

Age UK 0.68

Mouth & Foot

Painting Artists 0.60 RNLI 0.58

PDSA 0.62

• Top 20 spenders

account for half

of all sector

media spend in

October 2011

(£20.1m )

• Guide Dogs and

St Dunstan’s

both outspent

RNIB

Royal

British

Legion

1.50

Smile Train

2.00

Guide

Dogs 1.40

Macmillan 2.70

Top 20 charity spenders including DM October 2011 - £m

Source: Mediavest Ad

Dynamics, October 2011

Includes direct mail (DM),

door drops, TV, radio, internet,

press and outdoor

Brand challenges: summary

• We weren’t cutting through

• We weren’t sticking in people’s minds (birds? Who?)

• People didn’t really know what we could do for them

(braille? Sticks?)

• Even when we used our year's brand budget in one

month, we still weren't in the top ten charity ad spenders

• We weren’t reaching everyone who could use our help

and we weren't making the case for support

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Brand solutions

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• Refreshing our brand identity in every way, and creating a

shared ambition and values across RNIB group

• Working together across the organisation to layer activity

enabling us to have greater impact.

• Nurturing more mutual beneficial relationships between

Fundraising and Campaigning.

• Agree principles of customer relationship management across

organisation.

• Ensuring all of this was supported by the new 2014-19

organisational strategy

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Linked brand refresh to five year strategy

Pre diagnosis CopingCrisis ContactDiagnosis

What did we want to do….

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1. Reposition RNIB

2. Raise awareness of RNIB

3. Have a single minded message

4. Raise money for RNIB / Action

5. Defend existing sight loss advisers and lay the ground for

a November call for more …

• … by showing how important it is to get the right

practical and emotional support when you are told

you are losing your sight.

I am here: brand ad

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I am here campaign

• Launched new look and feel

• Joined forces with fundraising to increase reach:

• First scene-setting brand advertising introduced sight loss advisers

• Then Acquisition Fundraising recut the ad for a DRTV appeal

• Messaging and topic aligned across Retention Fundraising mailing

• Kept powder dry for Policy and Campaigns report in autumn,

supported by further brand advertising

• Also pushed I Am Here through owned and earned media

(member comms, website, social media handles, PR).

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I am here: core idea

• It changes your life when

you’re told: “You are losing

your sight and there’s

nothing more we can do.”

• It's crucial that you get the

right practical and emotional

support when you receive

this news – and wherever

possible, to make sure you

get advice early enough to

stop your sight loss.

I am here: fundraising TV advert

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I am here: radio, digital and outdoor adverts

• Bus stop and escalators at

key London train stations

• 4 radio adverts

• Digital: MSN, AOL, Skype,

Huffington Post and AOD

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I am here: campaign action

• Only 53 per cent of UK eye clinics have any support staff

available to patients to talk to after their diagnosis

• 'Hanging by a thread' campaign briefing showed

precarious funding landscape for sight loss advisers

• Well known that eye clinics are full to capacity, with staff

under huge strain to diagnose and treat patients.

• Petition for every eye clinic to have access to a sight loss

adviser by 2019.

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I am here: fundraising retention pack

• Your support means that we can be there when someone

is facing the devastating impact of sight loss.

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I am here: aimed to…

• Raise money

• Change perceptions of

RNIB

• Protect existing ECLO

posts

• Integrated KPIs across

each function

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I am here: results

• We changed the way RNIB is perceived – more

successfully than any campaign we’ve ever run

• Brilliant results for Campaigns, retention, PR and brand

• Estimated reach:

• Digital display: 26.3m impressions

• VoD: 5.15m impressions

• Radio ad 6.1m people

• PR: 30m people

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I am here: results

Activity Target Actual Achieved

Media coverage (pieces) 63** 200 317%

Sight loss advisers funded n/a One n/a

RNIB retention income undisclosed undisclosed 112%

Airtime: opportunity to hear (No.

of times in four weeks)

13.86 15.03 108%

Digital: click through rate 0.09% 0.35% 389%

Target audience: remember any

recent RNIB ads

3%* 6% 160%

Target audience: consider RNIB

only / ahead of other charities

12%* 17% 141%

Agree the campaign made them

think more about sight loss

71%** 88% 124%

* No KPI set: compared to pre campaign levels

**2013 campaign result

Radio ads were strongest ever at delivering new

information about RNIB and encouraging response

Q18. To what extent to do you agree or disagree with the following statements about the radio ad? Base: All radio ad recognisers (51, 41, 43, 98)

2010

(Lost and

Found)

%

2011

(Access to

Reading)

%

2013

(AMD -

Spot the

Signs) %

2014

(Be there)

%

I really liked the ad 71 61 44 59

It talked to me in a different way from other charity campaigns 73 61 58 60

It made me want to find out more about RNIB 33 22 33 48

It told me something new about RNIB 69 54 65 74

It didn’t catch my attention 12 27 26 10

It makes me want to donate to RNIB 45 44 21 54

It’s too long 10 10 16 4

It was relevant to me personally Not asked Not asked 28 30

The ads were clear, thought-provoking, and

makes people think about sight loss

Q21. Still thinking about the ads we have just shown you (radio and Video On Demand), to what extent do you agree or disagreewith each of these statements about the campaign as a whole? Base: All campaign recognisers (142)

95% 88% 88% 87% 82%

2% 7% 3% 3% 10%

Top 3

Bottom 3

Significantly more people thought of RNIB as

providing ‘help / support’ after the campaign

• Q10. How would you describe the types of services offered by RNIB to someone else?

What would you tell them they do? Base: All respondents (207)

Pre

%

Post

%

Help / support (general) 23 46

Guide dogs 21 14

Provision of aids / equipment (general) 10 12

Research 10 14

Home help / support / visits 8 8

Audio books 7 10

Fund raising 7 6

Training (general) 6 5

Raise awareness / campaign 5 6

Braille lessons / training 5 2

Information 3 4

“Offer support and

advice to partially

sighted/blind people.”

“Support for people

losing or lost their sight.”

“Help newly blind

people adjust.”

Total

%

Recognisers

%

Non-

recognisers

%

Difference

%

Campaigning 59 71 54 17

Sight loss advisers at eye clinics 40 49 36 13

Emotional support 67 77 64 13

Information and advice 79 86 77 9

Research into eye health and sight loss/blindness 63 70 61 9

Guide Dogs 67 73 65 8

Products to help people with sight issues 72 77 70 7

Reading/talking books 77 82 75 7

Eye health - diagnosis & prevention 42 46 40 6

Helping blind and partially sighted people make the most of

technology74 77 73 4

Travel and transport 39 42 38 4

Helping blind and partially sighted people find and stay in

work68 70 67 3

Help with claiming benefits 50 50 50 0

Supporting blind and partially sighted children and young

people at school and beyond65 65 65 0

More people associate us with campaigning and

providing sight loss advisers and emotional support

Significant difference at 95% confidence

• Q11. Which, if any, of the following areas of work do you associate with RNIB (Royal National Institute of Blind People)? Base: Campaign recognisers (142); Non-recognisers (371)

We successfully warmed up perceptions of RNIB

• Campaign recognisers more likely to think of RNIB as ‘positive’, ‘caring’ and ‘helpful’

• Q13. Here are some words that other people have used to describe

various charities, please click on the ones that you think best fit with

RNIB. Base: Campaign recognisers (142); Non-recognisers (371)

Significant

difference at

95%

confidence

We made people take action

• 20 per cent talked to someone about sight loss

• 15 per cent say they made a donation to RNIB

• Q23. And did you do any of the following as a result of seeing or

hearing these ads? Base: All campaign recognisers (142)

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So what made it integrated?

1 Shared problem: You need the right practical and

emotional support when you receive are told you're losing

your sight – but this is denied to people across the UK.

2 Shared solution: sight loss advisers (donate, petition)

3 Shared target audience: 50-70 year olds ABC1s

4 Shared assets: case studies, killer stats and creative

treatment

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Summary: How to make it integrated

• Know all of your audiences first

• Identify the right hook

• Create a brand fit for purpose

• Plan your campaign and channel mix

• Have customer journeys ready and waiting

• Champion integration, as always.

• When we work together, we are greater than the sum

of our parts

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Thank you and any questions.

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Integration:breaking down the silos

Conference

26 February 2015

London

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