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A lot has happened in a year.
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Transcript of A lot has happened in a year.
Research & Retail
Fraser BedwellHead of Marketing
Saturday 23rd April, 2016
?Research
• Understanding– Who our supporters are– What motivates them– Why they donate– Where they live– How they consume
• Focus groups, surveys, data profiling, feedback, etc• TGI
– Quarterly UK-wide survey– Sample size 95,254 (Scotland 9,845)– 200+ questions covering consumer attitudes,
motivations, media habits and purchase behaviour– Poppy Appeal standard measurement
Research
• 2.9 million adults donate to charity• 67% of Scottish population• Who do they donate to?
Research
0400,000800,000
1,200,0001,600,000
1,667,0001,457,000
822,000626,000 487,000 441,000 436,000 400,000
Research
How much do they donate?
£250 +
£200-£249
£150-£199
£101-£149
£76-£100
£51-£75
£26-£50
£10-£25
£5-£9 Less than £5
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
263,000
80,000 149,000
196,000 246,000 248,000
476,000
667,000
318,000
178,000
Research
How do they donate?
Direct Debit
Send cash /
cheque direct to charity
Online Text Message
By Phone Collection Box
Via wage / salary
0 200,000 400,000 600,000 800,000
1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000
1,065,000
590,000
294,000 292,000 91,000
1,731,000
94,000
A B C1 C2 D E0%
10%
20%
30%
4%
19%
27%
22%17%
11%
Research
15 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+0%
10%
20%
30%
40%
9% 10% 13%17% 19%
33%
42% 58%
Sex
Demographics Age
• Typical poppy donor– 56% are married / living as a
couple– 40% own their home
outright– 72% respect traditional
customs & beliefs– 86% are “comfortable” or
“coping financially”– 78% have no children living
in the household– 53% are retired or not
working
Research
Female
Aged 45+
Social Grade B
or C1 or C2
What does this mean?• Target our messaging• Target our advertising• Target direct mail campaigns• Effective & efficient
Research
Retail
• Growing importance• Supporters want range of opportunities• Scottish Poppy Appeal donations paramount• Retail developed slowly• Both PA and retail income grown
Channels• Mail order• Online• Poppy Up Shops• Area Organisers• Third parties• Events
Retail
Retail
In-house+ All income direct to charity+ Perception– Lower margin– Financial risk– Administrative burden & costsLicence+ Higher margin+ Maintain cost to income ratios+ All risk assumed by licensee+ Make use of experts in their field+ Focus on core business – Perception
Retail
2010 2011 2012 2013 2014 20150
50,000
100,000
150,000
200,000
250,000
Retail income 2010 - 2015
Retail
2015 review+ Poppy Up Shops+ Tin donations– Online / mail order sales– Other donations– / + Area organiser sales
Area of focus for 2016• Digital + cross/up-selling• Wholesale• Poppy Up Shops