bond.org.uk Narrative Project 10 March 2016

bond.org.uk 2 Date Aid

bond.org.uk 3 Why does public support matter? To increase pressure on the government and the private sector to enact change For public donations for vital programme work To sustain lifestyle changes that halt excessive consumption To help create stronger civil society organisations

bond.org.uk 4 Three BIG barriers to public support CYNICISM DISTANCE FUTILITY There is widespread agreement among the public that there has been no progress in developing countries. Most people do not have any connection (and little empathy) with the world’s poorest people. Very few believe that their actions can have any impact on these problems.

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8 The Narrative Partners

bond.org.uk 9 A Comprehensive Approach Analysis  Perception shifts  Advocacy actions  Propensity to donate Post- research  Create the narrative  Market Test  Sector Adoption Quantitative  1200 person online interviews per country  Engaged Public sample Qualitative  Focus groups with stimulus Pre- research  Audit existing research  Create arguments to test The primary objective was to learn something new about how to change public attitudes – rather than greater understanding of existing attitudes.

bond.org.uk 10 Audience Insight The Engaged Public in the UK represents less than a third of the population

bond.org.uk 11 Engaged Audience Breakdown Supporters (41%) Take an active interest in global development Positive about achievements Well educated and liberal Have taken action on the issues Consume a lot of news media Swings (47%) Undecided – they question what is being achieved in development Some are overwhelmed by the issues facing people in poorer countries Would consider taking action but unsure about how they can help Slightly younger than Supporters Sceptics (12%) Sceptical about development Economically rather than emotionally driven Older More small ‘c’ conservative in their views

bond.org.uk 12 The Opportunity Within the Engaged Public we can potentially double our base of support

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bond.org.uk 14 The Narrative Approach

bond.org.uk 15 Language Tips

bond.org.uk 16 Language Tips

bond.org.uk 17 Further Testing

bond.org.uk 18 Key Findings No difference in average donation across treatments Respondents spent more time looking at empathy appeal The appeals produced significantly different emotional responses, which affects outcomes “I would give to the Future Doctor campaign. Simply because it’s offering a vision of a potential bright future. The 2nd campaign is harrowing but it could be seen as a lost cause.” Steve, 41, On the Fence

bond.org.uk 19 In Practice

bond.org.uk 20 Summary 1. Values vs Facts 2. Empathy vs Sympathy 3. Reframing ‘need’

bond.org.uk 21 Discussion 1. Which insights are most interesting to you? 2. What are the challenges? 3. What implications does this have for your work?

bond.org.uk 22 Thank you Alice Delemare, Campaign Adviser Regent’s Wharf 8 All Saints Street London N1 9RL United Kingdom +44 (0) bond.org.uk