audience segmentation 2011

Audience segmentationMapping the charity engagement landscape in Great Britain

Patrick Brennan, Research Director Caterina Violi, Senior Researcher30th June 2011

Tel: 0044 20 7426 8888Email: [email protected] Web: www.nfpsynergy.net

mailto:[email protected]

What is audience segmentation?

• A way to classify audiences into ‘natural’ groups on the basis of their attitudes and behaviour that allows organisations to...

o Understand attitudinal and behavioural (not just demographic) differences across audiences

o Identify opportunities and challenges of engaging different audiences

o Make fundraising/ recruitment efforts more efficient by prioritising investment in acquisition/ retention of certain audiences accordingly

o Tailor communications to different audiences on the basis of what may motivate them to engage with charities

The CAM segmentation

• An overall segmentation of the British public’s engagement with charities

o Motivations for supporting charitieso Levels and drivers of trust in charitieso Favourite charity categories o Actual and considered giving, volunteering and campaigning behaviour

• Based on statistical techniques - cluster and factor analysis

• Considers engagement from all angles – monetary giving, campaigning, volunteering

• Allows you to see where your own key audiences may fit in the big picture

• However, segmentation techniques are also applicable to more specific audiences (e.g. current supporters, volunteers etc.) and nfpSynergy can help you with this

Base: 1000 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy

CAM Donor Segments

Lifestyle and community

givers15%

Super givers8%

Charity start-outers29% Super

doers11%

Junior super doers

17%

Unengaged19%

• Susan, 57 years old

• Children have left home, works part

time

• Reads the local paper + midmarket

papers like the Daily Mail

• Buys her groceries from Sainsbury’s

and her clothes from M&S

• Enjoys listening to local radio

stations and watching Saturday

Kitchen

• Donates to and buys from her Local

Hospice charity shop

• Last month took part in a coffee

morning raising funds for a cancer

charity and sponsored her nephew

running the Paris marathon for an

Overseas Aid and Development

charity

“I’ve supported certain charities simply because they have asked me to”

Lifestyle and community givers : 15%

A little bit to everyone? Lifestyle and community givers do not give much more than average but give to a higher number of charities

Base: 1000 adults 16+, Britain; 1 = 157, 2= 88, 3= 299, 4= 112, 5= 194, 6=170Source: Charity Awareness Monitor, Jan 10, nfpSynergy

4.60

1.20

0.50

1.90

0.30

0.901.40

GB average Lifestyle andCommunity

Givers

Super Givers Charity Start-Outers

Super Doers Unengaged Junior SuperDoers

On average Lifestyle and Community Givers have donated £50.2 to charity in the last three months, only slightly above the national average of £42.1

Have you donated to any charities in the last 3 months?

They have the broadest spectrum of interest in terms of causes

When you think about your favourite charities, which category do they fall in to?


42%

35%

25%23%

18% 17% 16%14% 14%

10%12%

64%

58%

50%

40%

34%32%

27%

19%

25% 25%

14%

6%

51%

Cancer Children andyoung people

Animal Hospices Health &medical

(excludingcancer)

Rescueservices

Disability Overseas Aidand

Development

Homelessnessand socialwelfare

Older people Environmentand

conservation

No favouritecharities

GB average Lifestyle and Community Givers

“I feel strongly about a number of issues and look for charities that address these” – 42%

They are big on ‘lifestyle’ giving - e.g. charity shops, products that include a charitable donation, raffles and events

In which of the following ways did you give?


41% 40%

33%30%

80%76%

69%

54%51%

45%

Donated to a charityshop

Bought from a charityshop

Buying products thatinclude a charitable

donation

Raffle Taking part in orsponsoring someoneelse to take part in an

event

Total Lifestyle and Community Givers

Campaigning

Giving

volunteering

trust

causes

More likely to respond to easy involvement actions

products that include a donation

Join a charity on a social network website

Give to the highestnumber of charities;transactional giving

Support the broadestrange of causes

Average levels of Trust in charities Armed

forces

Less likely than average to volunteer

Local charities

Newspapers

When communicating with Lifestyle and Community Givers...

Strengths

• They are open to supporting a wide variety of causes

• They can be accessed by tapping into their relationship with the local community (e.g. events sponsorship)

Weaknesses

• Potentially low levels of loyalty to specific causes and charity brands

• What they get back from their relationship with charities may be as important as what they give

• Therefore charities need to understand them as consumers as much as they need to understand them as donors (e.g. how do they shop?)

When communicating with Lifestyle and Community Givers...

Opportunities

• They may still support a cause that is not top of their favourite causes list if asked in the right way

• Offering a regular giving product with a ‘transactional’ component (e.g. weekly lottery, cards for many occasions)?

• Offering a ‘transactional’ volunteering product (e.g. free access to heritage sites across the country when volunteering for a heritage and conservation charity)?

Threats

• Their engagement may be vulnerable to life-style changes

• They are a challenging group to develop a long term relationship with that centres around the cause

• Hard to retain if asked to give in ways that offer bigger and better rewards by other charities and/or they come across a charity working on one of the many causes they are interested in


CAM Donor Segments


givers15%

Super givers8%


doers11%

Junior super doers

17%

Unengaged19%

“I feel strongly about a number of issues and I look for charities that address these”

• George, 65 years old

• Married to Helen, children have

left home; retired after working in

management

• They own their house outright

• Reads the Daily Telegraph and

enjoys the crosswords

• Shops at Waitrose

• Watches Question Time, News Night

and Test Cricket

• Is a member of the National Trust

and gives £ 20 a month to Oxfam by

direct debit

• He writes a check to his local

hospice every Christmas

Super givers: 9%

Super givers are the most likely to give and give the highest amounts

Have you donated to any charities in the last 3 months?In total, approximately how much money have you donated to any charities in the last 3 months?


74%

90%

100%

72%

86%

39%

83%

£42.10

£50.20

£96.30

£36.20

£69.60

£12.70

£32.10

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

GB average Lifestyle andCommunity Givers



£0

£10

£20

£30

£40

£50

£60

£70

£80

£90

£100

Donatedin thelast threemonths

Averageamountdonated

They are more likely to give in ‘traditional’ and regular/committed ways

Have you given time as a volunteer to an organisation in the last 3 months?


33%

21%

10%

46%

13%

57%

67%

32%

26%

76%

66%

7%

Cheque Raffle SO/DD Membership/subscription On street cash collection Envelope through thedoor

GB average Super Givers

Super givers are the most likely segment to be talking with friends and family about writing a will

In the last couple of months, have you spoken with friends and family about any of the following topics?


Lifestyle andCommunity givers

Super Givers Charity Start-Outers Super Doers Unengaged Junior Super Doers

Financial planning (e.g. pensions, savings, investments)

Politics

Charities that you support

Writing a will

A specific charity s campaign

Leaving a donation or gift ot charity in your will

Campaigning

Giving

volunteering

trust

causes

More likely to consider ‘committed’ actions

Most likely to give, and give the most

Support traditional causes

Higher levels of trust in charities

Traditional ways of giving, regular giving

Attending meetings

Writing to MPs, companies

Armed forces

Royal family

Average levels of volunteering

The Church

Overseas aid

Cancer

High fundraising standards and longevity of the brand are important for trust

When communicating with Super Givers...

Strengths

• Sense of loyalty to the cause underpinned by strong feelings about the issues they choose to support

• High levels of trust in charities to spend their donations wisely underpins high levels of monetary giving

Weaknesses

• Their high level of involvement with charities through giving is not yet reflected in volunteering or campaigning

• When it comes to financial support, it is hard to predict what their ‘saturation’ threshold is for supporting a new charity or increasing donations to existing ones

Opportunities

• They look to support charities working on issues that are important to them, therefore Hospices, Rescue Services, Overseas Aid and Development, Environment, Elderly and faith based charities are well placed to communicate with them

• Promoting the longevity of a brand and its sense of establishment may help engage/retain them in appropriate circumstances

• Potential to engage them in campaigning through high involvement actions

• They are the right group to target for legacy ask

Threats

• Regular church/religious worship may be a strong driver behind this group’s giving behaviour and it is likely to be generational rather than life-stage related factor

• With the gradual decline of worship behaviour across generations this group may be shrinking

When communicating with Super Givers...


CAM Donor Segments


givers15%

Super givers8%


doers11%

Junior super doers

17%

Unengaged19%

• Karen, 33 years old, lives with her

boyfriend

• Works in retail and goes to the gym

twice a week

• Has 274 friends on Facebook and

also has a twitter account

• Never misses EastEnders and the X

Factor

• Reads the news online and

occasionally buys Grazia magazine

• Shops at Tesco

• Doesn’t have much time for

volunteering but happily gives £ 5 a

month by Direct Debit to her

favourite children charity

Charity start-outers: 29%

‘I trust charities to spend their donations wisely a great deal’

Charity Start-Outers are less likely to engage in many of the standard ways but more likely than average to give by SO/DD

In which of the following ways did you give?


21%

46%

30%

13%

41%

17%

30% 30%

20%

4%

26%

33%

Raffle SO/DD On street cashcollection

Taking part in orsponsoring

someone else totake part in an

event

Envelope throughthe door

Bought from acharity shop

Total Charity Start-Outers

On average Charity Start-Outers donated £36.2 to charity in the last three months, slightly below the national average of £42.1

Campaigning

Giving

volunteering

trust

causes

Highest levels of consideration for ‘low’ involvement campaigning activities

Average likelihood of giving and below average size of donations

Less likely to support disability, health, hospices, homelessness

Highest levels of trust in charities

Lower than average levels of volunteering

Charities

More responsive to ‘non intrusive’ methods

More likely to be annoyed by face-to face fundraising

Telling someone about the campaign

Longevity and brand awareness are important

...but more likely to donate by DD/SO

When communicating with Charity Start-Outers

Strengths

• A sizeable minority are already engaged through a regular (albeit low) level of commitment to supporting charities through SO/DD

• Highest levels of trust in charities to spend their donations wisely

Weaknesses

• They are not particularly engaged with charities all round and there may be a danger of relying on their inertia to carry on supporting charities through SO/DD

• There is no particular favourite cause that stands out for this group and some causes are ‘less’ preferred than average (e.g. disability, health, hospices, homelessness)

When communicating with Charity Start-Outers

Opportunities

• Asking them to upgrade their DD/SO donation and get more value out of their current commitment

• Strengthening their all-round engagement (e.g. through easy involvement campaigning actions)

• Capitalising on awareness and longevity of a brand which are key drivers of trust for this group and may be an important short-cut when choosing who to support

Threats • Mitigating the ‘intrusive’ nature of

certain fundraising methods (e.g. F2F) may be important to avoid alienating this group


CAM Donor Segments


givers15%

Super givers8%


doers11%

Junior super doers

17%

Unengaged19%

• Rita, 42 years old

• Works in marketing

• Sings in the church choir

• Reads The Times and listens to

Classic FM

• Volunteers once a week at the

local hospice and has recently

written to her MP to support the

campaign of her favourite

disability charity

• Often talks with friends about

her favourite charities and their

campaigns

• Is more likely to trust charities

with whom she has had contact

and those which are based in

her local area

Super doers: 11%

“personal experience of the charity drives my decision to support them”

They are the ‘super volunteers’ - all have volunteered in the past three months

Have you given time as a volunteer to an organisation in the last 3 months?


6%9%

0%

100%

2%0%

13%

Total Lifestyle andCommunity

Givers

Super-givers Charity start-outers

Super-doers Unengaged Junior super-doers

Almost half of people in this group (48%)volunteer twice

a month or more often

Large charity 40%

Small charity 28%

Community group 21%

Church or place of worship 13%

Through a role in the local community e.g. a school governor

11%

Campaigning organisation or pressure group

3%

Super Doers’ all round engagement with charities is reflected in their topics of conversation



22%

29%

15%

44%

5%

24%

13%17%

22%

9%

26%

2%

18%

40%

GB Average Lifestyle andCommunity

Givers



Charities that you support A specific charity s campaign

Super Doers are highly active when it comes to campaigning – they are more likely than average to have taken any campaigning actions, particularly the more ‘involved’ ones

Which of the following activities have you done, or would you consider doing, if you were asked by a charity you support? Have done in the last 3 months/ more than 3 months ago


15% 14%12%

8%5% 4% 4%

44%

29%

20%

26%

20%

11% 11%9%

34%

Add name to apetition

Tell someone elseabout a campaign

Join a group on asocial networking site

Sign a campaigningpostcard

Write to your MP Emailcompany/international

organisation

Write to yourlocal/regional press

Taking part in a publicmeeting

Total Super Doers

Super doers also engage more than average with charities financially



74%

90%

100%

72%

86%

39%

83%

£42.10

£50.20

£96.30

£36.20

£69.60

£12.70

£32.10

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%




£0

£10

£20

£30

£40

£50

£60

£70

£80

£90

£100



Campaigning

Giving

volunteering

trust

causes

Highest levels of ‘high’ involvement campaigning activities

Higher than average on most donation methods

More likely to be frequent volunteers

Charities

More likely to be annoyed by fundraising letters and appeals

Royal family

Higher than average levels of trust in charities


When communicating with Super Doers...

Strengths • They are the most ‘well-rounded’

type of supporters among all the other segments, with high levels of engagement with charities on many fronts– giving, volunteering and campaigning

• Their high levels of engagement are founded on high levels of trust on how charities spend their donations

• They are the most ‘resilient’ segment when it comes to expectations about size of future donations

Weaknesses • They are a core, but still relatively

small group (11%) whose ‘incidence’ could be amplified

When communicating with Super Doers...

Opportunities

• Likely to be warm to supporting a variety of strands of a charity’s work, none of which are mutually exclusive for them

• Many of them engage with charities at a community level, therefore charities that are able to promote their local credentials may have an advantage in getting the attention of this group

• With their high levels of involvement in the local community and personal ties they could champion charities locally and encourage other people to get involved

Threats • They can’t be taken for granted -

they are a core minority which needs to be nurtured over long periods of time and might be difficult to replace overnight

• Donor/volunteer care is key


CAM Donor Segments


givers15%

Super givers8%


doers11%

Junior super doers

17%

Unengaged19%

• Rob, 30 years old

• Works as a bus driver

• Plays 5-a side with his friends

on Sundays

• Listens to Capital FM

• Watches Top Gear, football

and Al Murray

• Shops at ASDA

• Doesn’t really have a

favourite charity but if he

had to choose he would give

to an animal charity

Unengaged: 19%

“I don’t trust charities to spend their donations wisely”

Campaigning

Giving

volunteering

trust

causes

Less likely to give, give substantially smaller amounts

Less likely to volunteer

More likely than average to say that they do not trust charities to spend donations wisely

Less likely to say they have a favourite charity

Less likely to be involved in any campaigning activity

When communicating with the Unengaged...

Strengths • They are a relatively small group –

less than one in five members of the GB public

Weaknesses • Highly sceptical – they have the

lowest levels of trust in charities spending their donations wisely

• Least engaged audience in general, not only in relation to charities (e.g. less likely to read newspapers, to talk about any of the topics prompted with friends, to trust any institution)

When communicating with the Unengaged

Opportunities • There appear to be very few

opportunities with this group

• Perhaps with the exception of easy/ low commitment campaigning actions (e.g. petition signing) this group should be the lowest priority for charities when it comes to acquisition

Threats • They are the most pessimistic

with respect to future donations

• Therefore even if successfully recruited for monetary giving they may be a hard group to retain


CAM Donor Segments


givers15%

Super givers8%


doers11%

Junior super doers

17%

Unengaged19%

• Nathalie, 18 years old

• Lives with her parents

• Studies Politics at college and

works part time at The Body

Shop

• Listens to XFM; Watches

Hollyoaks and the X Factor

• Recently ran the Race for Life in

memory of her aunt who died of

cancer

• Is thinking of joining a student

campaigning group when she

starts university next year

Junior super doers: 17%

“Events in my life determine which charities I donate to”

Junior super doers have higher than average consideration for most campaigning actions, including some high involvement ones (e-mailing/ writing to MP)


Which of the following activities have you done, or would you consider doing, if you were asked by a charity you support? Would consider doing

51%

46%

40%

35%

30% 29% 28%

58% 59%

50%48%

45%

35%32% 32%

52%

Tell someone elseabout a campaign

Sign a campaigningpostcard

Add name to a petitionEmail to your MP Write to your MP Write tocompany/international

organisations

Join a group on asocial networking site

Write to the NationalPress

Total Junior Super Doers

13

Their interest in politics goes hand in hand with higher consideration for campaigning actions



36%

22%

16%13%

4%

49%47%

24%

17% 18%

4%

37%

Financial planning(e.g. pensions,

savings,investments)

Politics Charities that yousupport

Writing a will A specific charity'scampaign

Leaving adonation or gift otcharity in your will

GB average Junior Super Doers

Junior super doers are slightly more likely to give than average but give lower amounts



74%

90%

100%

72%

86%

39%

83%

£42.10

£50.20

£96.30

£36.20

£69.60

£12.70

£32.10

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%




£0

£10

£20

£30

£40

£50

£60

£70

£80

£90

£100



Campaigning

Giving

volunteering

trust

causes

Highest levels of ‘easy’ involvement in campaigning activities + higher consideration of more involved ones

Slightly more likely to have given in the past three months but lower amounts than average

Lower than average volunteering

Charities

higher than average levels of trust in charities

Telling someone about the campaign


More likely to be annoyed by face-to face fundraising

Cancer

External endorsement by celebrities and corporate is a key driver of trust

When communicating with Junior Super Doers...

Strengths • They are a slightly younger group

which, if appropriately nurtured, can become tomorrow’s givers

• They show high consideration for ‘involved’ campaigning actions (e.g. writing/e-mailing MPs)

Weaknesses • They are currently high frequency

but low value in terms of donations and, given their life-stage, they are likely to remain so for a period of time

When communicating with Junior Super Doers...

Opportunities • Specific opportunities for Children

and Cancer charities which are among their favourites charity categories

• Potential for initiating a long term relationship with this group, starting with campaigning and developing their involvement on other fronts (e.g. monetary giving) in later stages of life

• Finding the corporate and celebrity partnerships that are relevant to this audience may be key to earn their trust

Threats • A potentially risky investment as

the timeframe for development into ‘super doers’ is long and the return on investment (especially when it comes to monetary donations) may not be immediate

ConclusionsSix key actions

Cu

rren

t en

gag

em

en

t Super Doers Develop them as charity champions within their communities

Super GiversEnsure their monetary involvement continues beyond life (legacies) and develop them as ‘doers’

Unengaged A relatively cold and therefore low priority audience

Charity Start-Outers Upgrade their regular giving and gradually engage them in ‘doing (e.g. low involvement campaigning actions )

Lifestyle and Community GiversBuild a relationship centred around the ‘right’ giving product rather than the cause

Junior Super Doers Make campaigning the starting point of a relationship that lasts a lifetime

audience segmentation 2011

Travel

charity awareness monitor

cancer charity

charity brandswhat

charity shops

particular charity

charity engagement landscape

local community

development charity