speaking truth to power: how insight can shape strategy rob george head of supporter insight and...
TRANSCRIPT
![Page 1: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/1.jpg)
Speaking truth to power: how insight can shape strategy
Rob GeorgeHead of Supporter Insight and Systems
RSPB
![Page 2: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/2.jpg)
Charitable objects
• Is the purpose of your charity to deliver against a cause?
• Do you need support in order to deliver against that cause?
• Do you expect the need for your charity’s work to increase in the future?– RSPB: Yes, yes and yes. Aim to double net income
and double the rate of growth in unrestricted core income by 2020/21
![Page 3: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/3.jpg)
Planning horizons: an example
• Do you expect to see a need to grow income into the future?
• To what extent are you dependent on income from legacies?– RSPB: c. 30%
• Do you foresee a need to grow legacy income ahead of the natural rate in the future?
• How far in advance of payback do you need to start legacy campaigns?– 10 years?
• Do you know precisely what form a legacy campaign should take?– Above the Line / Brand execution
![Page 4: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/4.jpg)
Differing horizons
• Are there any income sources for which the planning horizon is less than 18 months?
• Are there any income streams and campaigns that would not benefit from Insight (qualitative, quantitative, demographic analysis, proposition testing, market intelligence, PESTEL etc.)?
• No, and no
![Page 5: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/5.jpg)
The further forward you look, the broader your research programme
6 months
3 years10 years
And the more unfamiliar the insight
will seemTactical
Strategic
![Page 6: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/6.jpg)
What’s so funny?
“Good evening, Daphne.”
![Page 7: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/7.jpg)
![Page 8: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/8.jpg)
![Page 9: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/9.jpg)
The Outside-In Review
• Set research in the context of future growth: the need for long-term sustainable support.
• Took into consideration the research objectives of over 100 colleagues (through interviews).
• Was hugely comprehensive and referenced in the style of a doctoral thesis.
• Was written up by a team (cross-departmental and beyond) and presented at a number of workshops before the final draft was confirmed.
![Page 10: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/10.jpg)
Conclusions
Market Research
Library Searches
Statistical Analysis
PESTEL
Case Studies
Historical Review
![Page 11: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/11.jpg)
![Page 12: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/12.jpg)
![Page 13: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/13.jpg)
And another thing ...
• You can’t tell everyone everything• You have to summarize• Which means giving an impressionistic final
report• Summaries can be challenged for validity
![Page 14: Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB](https://reader036.vdocuments.site/reader036/viewer/2022062806/5697bfa41a28abf838c9720a/html5/thumbnails/14.jpg)
What happened next
• The RSPB’s last strategy was driven by numbers: we will deliver x conservation outcomes; y supporters; z money.
• We have just started the internal roadshow to launch the next strategy.
• It is all about persuasion, perception change, reframing the RSPB and its cause through a full re-alignment of spend and content in support of aspirational conservation outcomes.