1. Supporter Happiness
Nov 2016

2. We have been measuring engagement since 2010
Moved from satisfaction to engagement
Slightly more focus on engagement since last year………

3. We have moved to quarterly surveys
Quarterly surveys to track changes
Follow up depths to immerse staff
Key metrics fed through to Exec Board
Insight activation sessions
Track actions

4. The dashboard gets shared with key stakeholders
Satisfaction: How the NSPCC treats me as a supporter
I trust the NSPCC as an organisation
Planned future giving to the NSPCC 18 83 93 78 11 12 77 90 89 89 9 74
% net increase
The NSPCC is one of my favourite charities to support
I have encouraged others to support the NSPCC
I believe I can play a part in ending child abuse 40 39 39 76 73 73 73 71 70 68 69 26
Supporter Survey 2016 W2 (n=626) All scores are net % 2014, 2015, 2016 W1, 2016 W2

5. We need to measure the drivers of the relationship
Satisfaction Drivers
Emotional Drivers
Engagement Drivers
Impact of their donation
Not asking for support too often
Not feeling pressured
Responding promptly
Receiving appropriate support
Feeling valued
Recognising past support
Being thanked
Care about my needs
Identity (proud to support)
Shared values
Relevant communications
Interesting communications
Choice in communications they receive
Opportunity to support in other ways
Knowledge of the NSPCCC

6. We measure performance versus importance
Fair performance but low importance
Good performance vs. importance
Thanking me appropriately
Making it clear why my continued support is needed
Using an appropriate style/tone in comms
Recognising the contribution I’ve made in the past
Not asking for support too often
Informing me how my money is spent
Offering me some choice in the comms I receive
NSPCC’s performance
Demonstrating they care about my needs
Poor performance vs. importance
Making a positive impact in my local community
Giving me opportunities to support the NSPCC in other ways
Importance
Net importance = Important – Not important
N=823

7. We measure how importance changes year on year
Net importance = Important – Not important
Sig test at 95% confidence
N=823

8. We gain likes and dislikes
Most common themes:
PANTS / Underwear Rule
Share Aware
Campaigns in general
Letter from Santa
Schools Service
TV ads
ChildLine
Sincere s about current topics
Mostly “Nothing”!
Most common themes:
Upgrade calls in general
Pressure to upgrade
Insincerity of calls
Press stories about malpractice
Press stories about staff salaries

9. A quarter of the public wanted to complain about a charity but chose not to
NFP Synergy Jan16

10. We create key actions to improve engagement
Create a messaging hierarchy to drip feed trust messages to supporters via multiple channels
Careful management of contact frequency for supporters so communications are welcomed
Investigate new ways to make supporters feel valued (supporter principles for communications)
Demonstrating impact off their donations is key – look at original and interesting ways to show impact
Continue work focusing on improving the experience of phone calls