Insight in Fundraising Conference 2018 – SESSION INFORMATION

Conference-banner-2-800x298The Insight SIG has put together another excellent programme of speakers for this year’s Insight in Fundraising Conference and as a taster of what is to come, we are delighted to announce the following sessions!


Plenary Session 1: Will Goodhand – System1 Research

Will Goodhand, from System1 Research will share the state of the nation in advertising, drawing on the S1AR (System1 Ad Ratings) database containing the performance of all UK (and US) ads immediately they are aired. How is charity/not-for-profit advertising doing? How do we compare to other categories? Love or loath such overall comparisons, what about within the charity category? Who are the star performers and what can we learn? And is there anything that can be taken from 5 star ads in other categories? Will draws on personal experience working across the categories of charity, FMCG and Tech, with the aim – like all good ads – of stirring emotion and positive action!


Louise Oakley – Alzheimer’s Society : How in one year to triple the dough with the same number of registrations

Alzheimer’s Society launched Cupcake Day, following a long development process, the campaign launched in 2016 and proved successful in terms of acquisition, bringing in over 25,500 sign-ups. However, conversion to payer and average donation was not as expected, resulting in income being almost 50% lower than expected. Our challenge was to determine whether we could make this product work from an income perspective, whilst maintaining mass sign-up numbers. How could we improve conversion to payer and average donation significantly and how could we determine if it was even worth pursuing a second year for this product?


David Dipple & Ross Swain – Adroit Data & Insight : If Artificial Intelligence is the Future, then the Future is Now

In this session David will look at how AI can be added to an analyst’s toolkit easily and efficiently and possibly more importantly without costing an arm and a leg. We will see what AI is and isn’t and a look at how it works. Hopefully after the session, you will feel that AI is something that you could have a go at and not some esoteric analysis method that only the “experts” can use.


Angus Kerr – Clic Sargent & Beth Cameron – Prescient: Understanding Audiences through Market Research/Segmentation 101

Over the past 18 months, CLIC Sargent have gone on a journey from knowing relatively little about their supporters, to carrying out research to develop a segmentation model and embedding this within fundraising teams and the wider charity.

Whilst going to other organisations for advice and guidance before starting, their experience has been a huge learning curve in how to do this from a standing start. At the session, they’ll share how they did this and give super practical suggestions and things you’ll need to consider to make yours a success. Angus Kerr, Head of Strategy & Insight at CLIC Sargent and Beth Cameron from Prescient will focus on: 

-          Preparation and working out what you want to know
–          Tendering for research agencies
–          The research process
–          Launching the segmentation – creating a buzz!
–          Now what?! – what to do when you have it.

The session is for anyone working in research, data, insight or strategy who’s thinking about segmenting their supporters or is about to start this process. Equally it’s for those who have done this and want to compare notes on their experience.


Emily Casson – Cat’s Protection: Insight in Digital Fundraising Case Study

Cats Protection has ambitious plans and equally ambitious fundraising targets. We are always looking for new approaches and channels to recruit supporters, in a very challenging fundraising climate. We knew digital platforms would provide a great opportunity to reach a younger audience in addition to our traditional supporter base. Our primary objective was testing social channels like Facebook to recruit new Regular Givers via our Cats Protection Lottery product. If successful, then our learnings would enable us to scale up the campaign quickly, given the potential volumes that these platforms offer. By December 2017 we increased the year 1 media ROI by over 5 times our target and reduced our cost per player to an average of only £33!


Bob Francis – British Heart Foundation: Most Powerful Insight Using Research Case Study

A customer segmentation can be a tremendously powerful strategic tool: helping a charity to focus objectives, to engage their key audiences and to promulgate a wider understanding of why their supporters make the choices they do. But it’s only as good as the use that is made of it. Too many analysis projects get presented, then sit on a shelf unused. BHF knew they needed a new segmentation, and they wanted to be certain it carried its weight. This multi-agency project got to the heart of what drives BHF’s customers, identifying meaningful audiences and achieving buy-in throughout the organisation. This session will show how.


Jon Kelly – Wood for Trees : Training – Insight, why do it?

The session will be a whistle stop tour through everything you need to know about how you can make the most of Insight for your organization, whether as an insight practitioner or as a fundraiser. It will cover the benefits of insight, the building blocks to good insight and an overview of some of the key tools and techniques used to understand your audiences, products and the impact of your communications.


Nathan Shilton and Patrick Dalgliesh – Adroit Data & Insight : Understanding Online Audiences

Social Media data is an invaluable resource to tap into for fundraisers – to understand where, how, who and what is being said.   There is a wealth of information & conversation covering everything from customer feedback on events, to the topics & issues surrounding causes.  The session will look at how you can harness this information, and build audience intelligence.   We’ll explore how influencer engagement has evolved from simply working with people that have the most followers, to mapping individuals that have the most relevance within target communities. And discuss why virality models are important, particularly for not for profits.   We’ll look at some relevant case studies to illustrate how fundraisers can use the information to understand and engage with people that are using social media.


Clara Avery – Macmillan Cancer Support & Myuran Kuhachandran – Parkinson’s UK : Outstanding Contribution & Rising Star Award Winners

This session will cover Myuran’s my first year in the industry where he had thought his role as a Fundraising Insight Analyst was going to be very technical. He learnt that it was more about communicating with stakeholders, understanding why they want their questions answered and using intuition to provide actionable insights. Clara will  share her route into the charity sector and how her time as a fundraiser helped inform the approach she still takes today. She will share a few of her proudest moments and toughest challenges embedding insight at the heart of Macmillan’s work, and then finish up with the best advice she’s been given from the brilliant people she’s worked with.


Stuart McCoy – DM Insight : Training – Insight: How to do it

This session provides a taster of some of the topics covered on our long-running ‘Campaign Analysis, Testing & Targeting’ course, including understanding the dramatic effect that a well thought out supporter engagement strategy can have over the prioritisation of isolated, short-term campaign results, the benefit that different approaches to segmentation can bring to your supporter journeys and how to set up reliable marketing tests.


Christina Finlay – Director, Insight Supporter Data at National Trust : Why the National Trust trusts Neuroscience 

National Trust knows that emotion is at the heart of its cause, so understanding the real engagement was key. Our brains are designed to feel and not think, and understanding a person’s relationship with a brand can be challenging to articulate, so research needs to go beyond questions and answers.  Consumer neuroscience helps to understand the emotional link between brands and people, so that we can better engage audiences with our work and our cause.


Faye Edmonson – Centrepoint : Centrepoint & Co-Operative Bank – A Customer-Led Partnership


Ruth Smyth – Boldlight & Steven Dodds – Harvest : Training – Insight: Communicating it 

Good insight is nothing if not communicated well. This session will give you a taster of the crucial ingredients and key theories of good insight communication. You’ll learn how to maximise the impact of your analysis or research by making findings relevant to your audience, coming away with practical tools to use on your next insight project. This session is a ‘highlights package’ from the popular Communicating Insight training course.


Neil Martin, Paresh Patel, Jeff Collins – Qbase : Gin & Data

Some of the best business ideas are born from a few drinks with colleagues and that’s what Gin and Data is all about. We’ve combined our passion for all things data with our love of gin and recorded it all as part of a series of video blogs. Now, for the first time, we’re taking Gin & Data Live. In this session, our panel will be discussing the latest innovations in the world of data enabled insight whilst sampling three of the best craft gins from the UK right now. And yes… there is audience participation for those of you who want to join us in sampling the gins.


Vidhu Sood-Nicholls & Kate Mairs – TeachFirst : Research into Donor Experience

After appointing a Head of Supporter Engagement and Experience, we felt it was the right time to carry out a review of our supporter’s motivations. We want to ensure that all our interactions are rooted in their motivations and are supported by rigorous insight. Ultimately, we want to build a donor-centric culture so that, together, we can support even more young people.

12 months later we invite you to learn from our experience. Specifically:

  1. How we set up the research phase of the Audience Insight project
  2. Our reflections on what worked and what we would recommend others consider before setting out on this journey
  3. How far we have travelled and the rest of the journey

Ruth Smyth – Boldlight : Training – Digital Analysis

In this session Ruth will cover an overview of digital analytics and the different opportunities it offers beyond traditional channels. She will cover web analytics in more depth, giving practical tips on getting the most from what is available to improve your digital fundraising. The course will cover some of the content from the ‘Insight in Fundraising Essentials’ courses as well as build on this with material from a new course Ruth is currently developing on understanding online audiences. Ruth has worked in the charity sector for the past 15 years, initially in Insight roles within a charity and for the past 5 years running BoldLight, a digital fundraising agency. Ruth loves using insight to make great digital fundraising experiences for supporters and helping a range of brilliant charities to raise more money.


Magid el Amin – The Children’s Society & Andrew Sargent – Wood for Trees: Most Powerful use of Insight in One to One Fundraising Award Winner

Can lifetime value apply to corporates, churches and philanthropists? Absolutely! Come and find out how TCS and Wood for Trees did it and how to apply these analytical techniques to all your fundraising models. The session will walk you through the highs and lows of the model build, but most importantly you’ll see the key insights that were pulled out (that would’ve otherwise gone ignored). The talk will cover analytical techniques including CHAID and univariate analysis and what the results tangibly meant to fundraising teams.


Steven Dodds & Joel Du Bois :  Let’s do this thing! How cultural insight transformed fundraising campaigns for the International Committee of the Red Cross

The International Committee of the Red Cross (ICRC)  employed cultural analysis to help them map the new cultural landscape and locate the space fundraising campaigns needed to occupy. This insight unlocked many new avenues, with the resulting fundraising campaign, in its native Switzerland, beating the long-standing ‘banker’ campaign and opening doors to new supporter relationships.  The ICRC knew that new ideas need new insights, the type that can only be found by employing new insight methods. Cultural analysis gave them the big picture view and practical guidance to repurpose their fundraising and find a way forward.

Aimed at both fundraising and insight leaders, this session will deliver:

  • An understanding of how cultural analysis can unlock transformational insights you can’t find in data or through donor research
  • An overview of the new cultural and political landscape facing all charities and NGOs
  • Perspectives and ideas on the directions charities need to take to rebuild cultural leadership and supporter relationships in this new world

Aiden Gregg – “Feel appeal: Using emojis to capture and quantify sympathetic sentiment”

‘Why supporter experience surveys need to focus on emotions’

Emotions influence our desire to buy or not to buy, what we remember and share about the experience and whether we will be loyal to a brand: Colin Shaw, Founder and CEO, Beyond Philosophy

Dr Brian Birkhead, working with Professor Aiden Gregg, and a market research company Mindmover, has developed a ground-breaking emoji based customer experience model. This uses a matrix of emojis to gather feedback both on the intensity of feeling as well the level of positivity towards an experience. His emoji matrix has been successfully tested as being significantly more predictive than the often-used net promoter score and the five-star systems. Aiden will present the thought processes and research that lay behind the development as well as how it could be put into use by charities wanting to get under the surface of what their supporters feel.

The three key audience takeaways will be:

-        The importance of measuring the emotional engagement of your supporters
–        How the science of using an emoji matrix can deliver this
–        The practicalities of using an emoji matrix in a charity and donor environment 

 


Don’t forget to reserve your place at the conference – tickets available HERE!

Monday 12th November – Resource for London, 356 Holloway Rd, London N7 6PA

Nearest tube station is Holloway Road – approx a 4-5 min walk!


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