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Spend Spend Spend Spend Spend Spend Spend Spend
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Making the case
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Charity marketing is a lot harder
than commercial marketing
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Charity marketing is a lot harder
than commercial marketing … a
lot harder
![Page 4: Making the case. Making the case for comms, workshop, 22 October 2014](https://reader034.vdocuments.site/reader034/viewer/2022042715/559a68101a28abd6348b468f/html5/thumbnails/4.jpg)
Commercial
Brands Customers
Competitors
![Page 5: Making the case. Making the case for comms, workshop, 22 October 2014](https://reader034.vdocuments.site/reader034/viewer/2022042715/559a68101a28abd6348b468f/html5/thumbnails/5.jpg)
Charity
BrandsCustomers
Causes
Beneficiaries
Donors
InfluencersCompetitors
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And commercial brands have more
money
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And commercial brands have more
money … a lot more
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Top 20 Marcoms Spenders
Sky
P&G
Unilever
BT
Tesco
Asda
Virgin Media
DfS
Reckitt Benckiser
Morrisons
EE
L’oreal
Sainsbury’s
M&S
Nestle
McDonalds
JD Williams
Vodafone
O2
British Gas
CRUK
Macmillan
Age UK
British Red Cross
BHF
Save the Children
Guide Dogs
Marie Curie
Dogs Trust
Oxfam
National Trust
RSPB
NSPCC
Royal British Legion
Barnardos
WWF
Chrsitian Aid
PDSAA
RSPCA
RNIBSource: Nielsen
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Top 20 average annual expenditure over past 5 years
Source: Nielsen
0
1
2commercial
charities
£1.8bn
£160m
£ Billions
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Proportion of expenditures
Source: Nielsen
£1.8bn
£160m
Commercial
TV Other Digital DM
42%
43%
9%6%
Charities
TV Other Digital DM Door Drops
27%
59%12%
2%
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Why does Coke spend so much on
advertising and promotion?
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This distribution frequency generalises across ALL categories, ALL brands, ALL over the world, ALL the time!
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Penetration drives market share
Getting more buyers is more valuable than just getting
more from existing buyers
Most buyers are promiscuously loyal
Reach infrequent buyers and you will reach heavier
buyers as well
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It’s a battle for ATTENTION
It’s not so much what people think ‘about’ you
that counts, it’s that they even think ‘OF’ you
SALIENCE
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And why do commercial brands prioritise TV?
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0
10
20
30
40
50
60
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110
Average monthly reach and time spent – Individuals
Individuals reached
Average hours per month
TO
TA
L T
V
CO
MM
ER
CIA
L T
V
TH
E IN
TE
RN
ET
(In
c. V
OD
)
FA
CE
BO
OK
YO
UT
UB
E
GO
OG
LE
TW
ITT
ER
Mil
lio
ns
Source: BARB, May 2014, 6+; comScore MMX Multi-Platform, May 2014, UK, 6+. UKOM Approved.
Please see accompanying notes on data sources below for inclusions & exclusions
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0
1
2
3
4
5
6
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 73
Average monthly reach and time spent – 18-24
18-24s reached
Average hours per month
TO
TA
L T
V
CO
MM
ER
CIA
L T
V
TH
E IN
TE
RN
ET
(In
c. V
OD
)
FA
CE
BO
OK
YO
UT
UB
E
GO
OG
LE
TW
ITT
ER
Mil
lio
ns
Source: BARB, May 2014, 18-24; comScore MMX Multi-Platform, May 2014, UK, 18-24 UKOM Approved.
Please see accompanying notes on data sources below for inclusions & exclusions
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Consequently, commercial brands
are more salient
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91 90 90 89 88 87 86 86 86
8280 80 80
7775
7371
6765
53
49 48
3937
0
10
20
30
40
50
60
70
80
90
100
% o
f re
spondents
Prompted Awareness of Charity Brands
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39
46
25
3033
6
27 26
47
129
15
3 2 2
85
1
7
0 1 01
0
10
20
30
40
50
60
70
80
90
100
% o
f re
spondents
Spontaneous Awareness of Charity Brands
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% of population % of charitable activity
Civic Core 9 66
Middle Ground 67 34
Zero Givers 24 0
Source: Charities Aid Foundation, 2,027 Respondents
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Population %
Zero
Givers
Middle Ground
Civic Core
0 34% 66% Charitable Activity %
Make the case for growing Middle Ground Penetration
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Prostate Cancer UK
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Britain’s best kept worst secret
• Prostate cancer nowhere near high enough on key
‘agendas’
• Far too few people know who we are, or what we do
• Helpline reaches tiny percentage of diagnosed men
• Excluding Movember, we are outside top 150 UK
charities by voluntary income
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Working principles be direct and conversational be responsive and supportive
be bold and energetic be honest and unembarrassed
be flexible and collaborative
Support men
Find Answers
Lead change
Context:
• Confusion, ignorance and apathy
• Charity fatigue
• Kills as many men as breast cancer kills women
Men
Deserve
Better
Thousands more men
survive and enjoy a
better quality of life
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Simple two-tier Marketing Strategy
To generate significant
profitable Charity-owned
income
To build penetration of
men with PCa (grow
market share)
By building salience of
the cause and the
brand’s centrality to it
By engaging HCPs to
‘nudge’ patients to come
to us
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More people reached
Coverage Frequency
Paid for media 95.96% 16.9 times
Including non-paid for media 97.77% 19.4 times
Source: Nielsen, BARB, NRS, RAJAR
More people remembering
50% of UK adults recognise our advertising
30% of UK adults aware of Prostate Cancer UK brand
(Nearly 40% brand awareness amongst Ad Recognisers)
N.B. The Prostate Cancer Charity brand had only ever achieved 7% brand awareness
Source: Brainjuicer
More people searching
Searches on prostate cancer up by 65% vs. 2012
Prostate cancer was fastest-rising health issue in UK search terms in Q1 2013
Source: Google Analytics/Trends
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More people talking
WOM: conversations about prostate cancer and/or our advertising up by 12% vs. 2013
Source: Keller Fay Talktrack
Prostate Cancer UK one of most talked about cancer charities with 10% of UK adults
talking about Prostate Cancer UK (‘up there’ with CRUK and Marie Curie)
Source: Brainjuicer
More people coming
Visits to PCUK website + 99% vs. 2012
Calls to PCUK Helpline + 33% vs. 2012
Source: Prostate Cancer UK
More people downloading
Website downloads of medical support literature + 59% vs. 2012
Source: Prostate Cancer UK
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More people ordering
No. of health professionals ordering information + 64% vs. 2012
No. of publications ordered + 84% vs. 2012
Source: Prostate Cancer UK
More people donating
Over £170,000 raised directly
This was dwarfed by Corporate partnerships and growth in Community fundraising
stimulated by the communications campaign. These are estimated to reach millions
over the coming year.
The ultimate evidence is that we are helping more men.
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Top 10 Influencing Tips• Have a crystal clear Brand Definition
• Develop a sharp Marketing Strategy
– meeting real needs
– with a clear offer
– and a simple ask
• Underpinned by a Media Strategy that maximises reach
• Pitch high for budget
• Consult with colleagues / stakeholders…listen…but be single-minded
• Create key trustee ally group early on
• Support and use external partners (ensure they are well-known within the
organisation)
• Don’t be defensive in the face of scepticism
• Champion your creative work…be confident…you’re the expert
• Constantly remind people about need for attention and penetration
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Visit the CharityComms website to
view slides from our past events, see
what events we have coming up
and to check out what else we do.
www.charitycomms.org.uk
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Workshop
22 October 2014
London
#CaseForComms
Making the case for
comms: unlocking the
purse strings