Demonstrating the Power of Umbrella Branding in the Charitable Sector

Transcription

1 Demonstrating the Power of Umbrella Branding in the Charitable Sector JANE KETELBEY Millward Brown AUS ALAN SICOLO Cancer Council SA Proudly Sponsored by

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5 What is a brand? A set of associations (ideas, memories and feelings) in the mind of a consumer

6 $ $ $ $ $ $ $ A brand consists of a set of enduring and shared perceptions in the minds of consumers. The stronger, more coherent and motivating those perceptions are, the more likely they will be to influence purchase decisions and add value to a business. Nigel Hollis: Executive Vice-President, Millward Brown: The Global Brand

7 The Charity Landscape in Australia SOURCE: Millward Brown Australian Charity Perceptions Report 2012 Proudly Sponsored by

8 Charity Awareness: Aided Please select all the charities and not-for-profit organizations you have ever heard of, even if you re not very familiar with them. # of Charities Aware of Based on List of 32 Charities Total Male Female Avg. Awareness: 66% 63% 69% 57% 66% 73% Base: Base: n=1000

9 Cluttered Landscape To what extent do you agree or disagree with the following statements? Too many charities for the same cause % I m getting tired of being asked for donations % Agree Strongly Agree Somewhat 40 57% 37 60% Neither Agree Nor Disagree Disagree Somewhat 10 65% Agree in NSW 11 Disagree Strongly 3 4 Base: n=1000

10 Cluttered Landscape To what extent do you agree or disagree with the following statements? I am loyal to a select few % I like supporting a variety of charities % Agree Strongly 22 9 Agree Somewhat 41 63% 31 Neither Agree Nor Disagree Disagree Somewhat Disagree Strongly 4 10 Top 2 Box: By Age 18-34: 48% 35-49: 62% 50+: 74% % Base: n=1000

11 Charity Awareness: Unaided What charities and not-for-profit organisations have you heard of? #1 Salvation Army Red Cross Saint Vincent de Paul RSPCA Cancer Council (Australia) Heart Foundation Oxfam Smith Family Guide Dogs Australia Unicef WWF Fred Hollows (foundation) World Vision Greenpeace % total spontaneous awareness for Cancer / Breast Cancer - didn t specify an actual charity First Mention Total Mentions All other charities on this study - Less than 5% total spontameous awareness // Base: n=1000

12 A Case Study

13 In 2010, the Cancer Council sitting in 7 th position in terms of top of mind associations in the charity space NATIONAL Spontaneous awareness ranking 7 th 1 st Spontaneous awareness First Mention Total Mentions Wave 1: 22nd 29th November, 2010 // Base: 2006

14 Level of association with donations of $20+ Image Profile (+/-) Give hope to those they support and the wider community Emotional Attributes Have programs to support people Make a real difference to the people they support Are focused on providing information and education Rational Attributes Conduct and fund vital research Clarity score: Wave 1: 22nd 29th November, 2010 // Base: 2006

15 Although on par in terms of likelihood to donate, reported levels of donation to the Salvation Army suggest that they were much more effective than Cancer Council in activating claimed actual donation Donated $20+ in P12M Donated in P12M Intention to donate 35% 36% Wave 1: 22nd 29th November, 2010 // Base: 2006

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17 The umbrella research: What would the effect be of driving the association between the Cancer Council and the events in order to leverage the emotions and engagement of the popular events, thereby building the saliency of the Cancer Council and helping drive donations?

18 The link between events and Cancer Council Masterbrand fairly tenuous 50% % % 2013

19 Linking Daffodil Day and Australia s Biggest Morning Tea to the Cancer Council resulted in clear uplifts in the likelihood to take part Q4a2/Q5a2. How likely or unlikely are you to participate in each of the following charity events over the next 12 months? De-branded % Branded % De-branded % Branded % 95% Sig higher/lower than de-branded participation

20 A Max Diff analysis was conducted: 1 People needed to know that the money will be used effectively 2 They needed to have a good understanding of how funds will be spent 3 They needed to have an emotional connection or personal experience with the cause or organisation

21 Implement an umbrella branding strategy

22 Why are brands relevant for charities?

23 Applying Umbrella Branding: BRAND BRAND BRAND BRAND ARCHITECTURE ESSENCE GUIDELINES CAMPAIGN

24 Brand Architecture: HOUSE OF ENDORSER SUB BRANDED BRANDS BRAND BRANDING HOUSE Master Brand Negligible Minor driver Major driver Dominant driver

25 Do Tell Give Model Participation Giving Contributions Acting People touched by cancer Supporters BRAND Policy and environmental change Behaviour change Stakeholders Government Communicate impact Impact on cause Service use Research Breakthrough People concerned about cancer risk

26 Brand essence - Who are you? Guinness brings out your inner strength: Power Communion Goodness

27 Brand essence - Who are you? Liberating

28 Brand guidelines - What do you look, sound and feel like?

29 Brand guidelines - Get control: Fundraising products Services Programs Retail Media Brand Essence Brand Guidelines

30 Moving towards a branded house:

31 Moving towards a branded house: DD 2014 image to come

32 Marketing efficiency: 1. Mission Delivery 2. Brand building activity $X $A $B $C $D $E Bequests $A + $X = $Y $B + SX = $Y $C + $X = $Y $D + $X = $Y $E + $X = $Y

33 Brand campaign:

34 Brand campaign:

35 Do Tell Give Model Contributions BRAND Communicate impact Impact on cause

36 Marketing results: Web traffic Service use Net revenue on fundraising products linked to masterbrand

37 The Outcome

38 Post-campaign we have seen an increase in top of mind awareness Nov 2010 % Dec 2014 % Salvation Army Red Cross St Vincent's Cancer Council Spontaneous awareness ranking 7 th 4 th which is primarily driven by South Australia, one of only 2 states to air the campaign SA Salvation Army Red Cross St Vincent's Cancer Council Spontaneous awareness ranking 5 th 4 th Source: Wave 1 (22 nd -29 th Nov, 2010) Wave 6 (14th June 3rd July 2013) Base size: National Wave 1 (n=2006), Wave 6 (2102), NSW: Wave 1 (n=259), Wave 6 (n=401) Significant at 95% confidence vs. 2010

39 Awareness of is highest in SA, the only state to put significant weight behind the TVC in 2013 Awareness and usage of (Dec 2013): National NSW SA QLD VIC WA TAS NT I have called the helpline before I have heard of the helpline before but have never called I had not heard of the helpline before today Base: (1719) (400) (401) (400) (401) (399) (100) (95) Airing TVC in SA has helped drive awareness of the helpline QC38. Which of the following best describes your awareness and use of the Cancer Council helpline ( )?

40 In 2014, QLD aired the TVC, resulting in an uplift in awareness / usage of the services Awareness and usage of (Dec 2014): National NSW SA QLD VIC WA TAS TOP 2 BOX (aware of / used) I have used the service before I have heard of the service before but have never used I had not heard of the helpline before today Base: (1689) (400) (400) (400) (400) (400) (100) QC38. Which of the following best describes your awareness and use of Cancer Council s information and support service?

41 The campaign results in a significant increase in endorsement of the more emotive associations in South Australia SA Jun 2012 % Nov / Dec 2012 % Are my kind of charity Make it easy for me to become involved with Base (aware of charity): (294) (351) Q17. Which of these charitable organisations do you think? Please select all the charitable organisations you think this applies to. Source: Wave 4 (7 th -15 th June 2012), Wave 5 (Nov Dec 2012) Significant at 95% confidence against previous time period

42 Brand associations with Cancer Council: 50% % % % % % 2014 Q11. And which organisation are the following events raising funds or awareness for? Significant at 95% confidence vs. previous time period

43 Off the back of Millward Brown research and recommendations, Cancer Council developed a strong umbrella brand campaign that has been extended to all touchpoints: 1 Increased spontaneous awareness levels at a national level - driven by the states who aired the campaign (SA and NSW) 2 3 Educated people about the role of Cancer Council in the lives of individuals and the community - in order to balance clinical associations - ensure that services are being fully utilised post campaign, in SA, Cancer Council saw a 10% YoY increase in calls to Increased endorsement on more emotional imagery attributes - it is these attributes that are most strongly associated with $20 donations - starting to build a more emotional connection to the organisation Ultimately leading to an increase in donations

44 Demonstrating the Power of Umbrella Branding in the Charitable Sector JANE KETELBEY Millward Brown AUS ALAN SICOLO Cancer Council SA Proudly Sponsored by