Michele Madden, managing director, nfpSynergy Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. CharityComms
Engagement conference
Michele Madden
Managing Director

2. • Trust
• Financial values
• Compatibility/shared values
• Communication
• Dealing with conflict, external adversity or crisis
It’s complicated…
2

3. 3

4. 4
“It is not simply enough to blame sections
of the media: senior journalists in
newspapers traditionally supportive of
charities tell us that their postbags are full
of complaints about fundraising”
-Stuart Etherington

5. Ageing
• Population is ageing
• Behaviours and attitudes of younger demographics often resist popular
preconceptions
• The path of life is no longer a straight track
• Individuals within British society are entering traditional lifestages at later
points in their lives
• At the same time we witness delay creeping into later life-events - such
as retiring and re-marriage - too.
• Growing acceptance in society that traditional lifestages do not have to
happen at set times
• Clear shift towards less rigidly structured and less predictable life
trajectories

6. Age at first marriage and re-marriage on the
rise
Average age at first marriage and at re-marriage after divorce | Data released in March 2012
20
25
30
35
40
45
50
1962
1966
1970
1974
1978
1982
1986
1990
1994
1998
2002
2006
2010
Men
Women
20
25
30
35
40
45
50
1962
1966
1970
1974
1978
1982
1986
1990
1994
1998
2002
2006
2010
At first marriage At re-marriage after divorce
Source: National Statistics/nVision | Base: England and Wales, 2010

7. Moving out of the parental home later in life
% of people aged 16-34 living with their
parents (see notes for details)
0%
20%
40%
60%
80%
100%
16
17
18
19
20
21
22
23
24
25
26
27
28
1997 2002 2007 2012
% of men aged 20-34 living with parents
(Projection)
Source: Labour Force Survey, ONS/nVision | Base: Individuals aged 16-34, UK
1997
25%
2019
32%

8. Age of withdrawal from the labour market
59
60
61
62
63
64
65
66
67
68
2002 2004 2006 2008 2010 2012 2014 2016 2018 2020
Men observed Men forecast
Women observed Women forecast
Source: Pension Trends/ONS/nVision, UK, 2012

9. So what…
• Major life events become less wedded to a particular age group, age-based
assumptions regarding a person’s particular lifestage or situation are weakened
• Attitudes can remain an important differentiator across the age spectrum - broadly
speaking, older generations are more traditional, conservative and less enamoured by
all forms of modern technology - weakening
• People have to reconsider their financial planning behaviours
o Many young UK adults remain financially dependent on their parents for longer, placing a greater
burden on parents of older children
• Period before family planning and formal relationship building is stretched, devoted to
personal development
• More people starting a family once made significant progress in a career – more to
juggle
• The power of “youth” as a marketing concept will not be diluted, defined not in terms
of rigid demographics, but in terms of lifestyle, attitude and “spirit”

10. Trend in action

11. Trust and transparency
• General push from all quarters for greater openness and penetrability in all
corporate communications
• Fuelled by widespread mistrust felt towards large corporations
• Spread to the voluntary sector
• But there is a contradiction. Although consumers say they want complete
transparency, the extent to which most are willing to engage with
corporate/charity intelligence is limited
• A world of managed transparency - one where companies and charities
provide a degree of backstage access that is sufficient enough to reassure.
It is a process that is bound to become more prominent in the years ahead

12. 0%
20%
40%
60%
80%
100%
Total
Male
Female
16-24
25-34
35-44
45-54
55-64
65+
Agree strongly Agree
Concerns and expectations
0%
20%
40%
60%
80%
100%
2009 2012
2013 2014
Source: nVision Research │ Base: 4941 online respondents aged 16+, GB, 2014
“Companies should be
penalised for failing to care for
the environment” | % who
agree or agree strongly
“When I download and use an app on my
mobile phone, I am concerned about who my
personal information/ data is shared with” │
Among smartphone owners % who agree
strongly or agree

13. 51%
70%
66%
53%
Sep 06 Jul 07 Jul 08 Nov 08 Jul; 09 Jan 10 Jan 11 Jul 11 May 12 May 13 Apr 14 Apr 15
Charities
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column,
how much trust you have in each of the bodies” A great deal or quite a lot
Base: 1,000 adults 16+, Britain.
Source: Charity Awareness Monitor, April 15, nfpSynergy 13
We predict public trust in charities to
continue declining after a tough summer

14. So what….
• Increasingly, consumers can verify claims while in store simply by scanning
products with a smartphone app
• A number of brands have given the consumer an all-access-pass, enabling
them to view decision-making and production processes
• Elsewhere, several high-profile business leaders have chosen to take a more
public-facing role in the communication of corporate errors
• CSR policies of tomorrow will be of central importance to a corporation’s
credentials
• How can charities respond to this trend as consumers become more used
to engaging with tools and sources of information to scrutinise and
inevitably become more demanding?

15. The reward of transparency
Base: 1000 adults 16+, Britain
Source: Charity Awareness Monitor, July 13, nfpSynergy 15
o 64% of 16-24s
o 64% of ABs

16. Trend in Action

17. Options to reassure supporters
17

18. • UK has suffered four recessions since 1980 but real value of family wealth doubled
between 1987 and 2009
o Even the poorest quintile has seen (by mid-10s) real incomes grow by 200%
since 1997
• As wealth expands and incomes rise consumers grow confident in the future
• Basic needs are almost universally met and luxuries/indulgences more
affordable
• Consumers are likely to entertain ideas/ambitions beyond mere value-for-money,
to be interested more in ethics, environmentalism, the cultural identities of
brands…
• Affluence is naturally expected to swell. Interruptions (downturns, austerity...)
are extremely disruptive
• A steady 60% of British consumers confirm that each month they “carefully
budget” their personal finances
Finances

19. Gross personal disposable income growth
-3%
-2%
-1%
0%
1%
2%
3%
4%
5%
6%
7%
1981
1983
1985
1987
1989
1991
1993
1995
1997
1999
2001
2003
2005
2007
2009
2011
2013
2015(f)
2017(f)
2019(f)
Source: Oxford Economics/nVision, UK, 2015
Real personal income | August 2015 forecast

20. Donor confidence fluctuating
102
107
96
103
82
111
107
70
80
90
100
110
120
Jan-10 Jan-11 May-11 Sep-11 Mar-12 Nov-12 Mar-13 Jul-13 Nov-13 Jan-14 Apr-14 Jul-14 Oct-14 Jan-15 Apr-15
Donor Confidence Index Consumer Confidence (EC)
Source: Charity Awareness Monitor, nfpSynergy
Base: 1,000 adults 16+, Britain

21. So what…..
• In many places, worrying about employment and income is associated with
the imperative of control
o Where careers are unstable, savings unprofitable, pensions unreliable, household
costs high... individuals keep themselves - and their households - in check
• Make do and mend. Moderation is generally favoured as a high social value.
o Increasing personal wealth no longer legitimises over-indulgence or recklessness
• Lag effect from the recession, awareness of austerity to come – cautious
optimism
• How to engage and encourage cautious supporters?

22. Long term but low level engagement
22

23. Digital revolutions
• No stopping the growth of computer power or storage capacity – Moore’s
law
• Online everywhere
• Instant communication and immediate information
• Everybody is connected - a non-presence on social media is an eccentricity
• Lack of privacy and the inability to hide - perceived benefits generally trump
such concerns
• Ever fewer activities are, by necessity, location-specific
• Communication technologies become more portable, versatile, multi-
functional. Virtually anything can be achieved on-the-go and be tracked
• Cashless society
o Expectations about in-store service and speed will be reshaped
o Death of the ATM? With NFC-enabled mobile phones, our cash will be in our hand

24. The digital world
24
89%
75%
350,000

25. So what….
• Information never so readily accessible, expectation that consumers can
find the facts they want
• Swamped by it – using intermediaries, who are yours?
• Social networks used most by young people – future growth will be in older
age-groups
• Service development to help, opportunities to engage
• Care and respect of data – build trust and long term relationships

26.  In July 2014, Singapore-based healthcare start-up Healint
released Migraine Buddy - a new mobile platform which helps
patients and doctors work together on migraine care.
.
Trend in Action
•
 Launched in early 2015, pplkpr is an iOS app which uses biometric
information measured through a heart rate wristband to monitor and
auto-manage its users’ relationships.

27. Trend in action
27

28. • Living in an affluent world, time-poor, ever changing, never settling, easily
bored – brief encounter
o If you can catch someone’s attention, it will not be for long
• Instant gratification and increased service levels
• Increased personalisation – algorithms, data collection, recognition
• Multiple forms of communication, what language are you speaking?
• Change from acquiring things to acquiring experiences, skills, knowledge
o Want to display these
o Personal views, ethics and standpoints
Personalisation and engagement

29. Time pressure : fuelling the
desire to manage lives?
0%
20%
40%
60%
80%
100%
Total
Male
Female
16-24
25-34
35-44
45-54
55-64
65+
AB
C1
C2
DE
GenerationY
GenerationX
Baby-boomers
2010 2013 2014
Source : nVision Research │ Base : 4959 online respondents aged 16+, GB, 2014
“I am often under time pressure in my everyday life” | % who agree strongly or agree

30. Multiple network membership
Source: nVision Research │ Base: 5002 online respondents aged 16+, GB, 2014
% of users of the services listed below
who are also users of the services listed
right
Facebook Instagram Twitter YouTube Google+ Pinterest Tumblr Whatsapp Snapchat
Instagram 91% 73% 82% 42% 24% 24% 58% 39%
Twitter 90% 31% 81% 36% 15% 16% 36% 20%
Google+ 76% 18% 36% 71% 12% 11% 28% 11%
Pinterest 87% 38% 57% 79% 46% 27% 37% 22%
Tumblr 88% 48% 74% 89% 49% 35% 37% 40%
Whatsapp 86% 32% 47% 77% 36% 13% 11% 24%
Snapchat 92% 55% 66% 83% 36% 20% 29% 59%
“Which of these websites/mobile apps have you used in the last month?” │ 2014

31. So what…
• Living in an always-on world means that brands need to be available
and respond when consumers want to engage and in the way they
want to engage
• Consumers are developing a sophisticated understanding of the
tonalities of different conversation formats
o Brands must be comfortable interacting with existing and prospective customers
in a number of languages, switching as appropriate
• New problems inevitably arise : if a consumer makes a complaint,
for instance, in the form of a short-form, self-destructing video-
message, which format would the appropriate response take?
• Understanding the relationship individuals want to have with you is
at the heart – the relationship we have with one brand is not the
same with all

32. Trend in action
Confide’s “swipe-
to-reveal” message-
reading prevents
screenshots.TigerText allows you to send texts
that cannot be copied or forwarded

33. Trend in action
33

34. Personalisation of messages
82% “feel
negatively towards
any organisation
that sends me
badly targeted
marketing
communications”

35. 2-6 Tenter Ground
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36. Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk

37. Engagement
conference
Conference
22 October 2015
London
#CCengagement
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