1 / 14

Speaking truth to power: how insight can shape strategy

Speaking truth to power: how insight can shape strategy. Rob George Head of Supporter Insight and Systems RSPB. Charitable objects. Is the purpose of your charity to deliver against a cause? Do you need support in order to deliver against that cause?

dakota
Download Presentation

Speaking truth to power: how insight can shape strategy

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Speaking truth to power: how insight can shape strategy Rob George Head of Supporter Insight and Systems RSPB

  2. Charitable objects • Is the purpose of your charity to deliver against a cause? • Do you need support in order to deliver against that cause? • Do you expect the need for your charity’s work to increase in the future? • RSPB: Yes, yes and yes. Aim to double net income and double the rate of growth in unrestricted core income by 2020/21

  3. Planning horizons: an example • Do you expect to see a need to grow income into the future? • To what extent are you dependent on income from legacies? • RSPB: c. 30% • Do you foresee a need to grow legacy income ahead of the natural rate in the future? • How far in advance of payback do you need to start legacy campaigns? • 10 years? • Do you know precisely what form a legacy campaign should take? • Above the Line / Brand execution

  4. Differing horizons • Are there any income sources for which the planning horizon is less than 18 months? • Are there any income streams and campaigns that would not benefit from Insight (qualitative, quantitative, demographic analysis, proposition testing, market intelligence, PESTEL etc.)? • No, and no

  5. The further forward you look, the broader your research programme Strategic And the more unfamiliar the insight will seem Tactical

  6. What’s so funny? “Good evening, Daphne.”

  7. The Outside-In Review • Set research in the context of future growth: the need for long-term sustainable support. • Took into consideration the research objectives of over 100 colleagues (through interviews). • Was hugely comprehensive and referenced in the style of a doctoral thesis. • Was written up by a team (cross-departmental and beyond) and presented at a number of workshops before the final draft was confirmed.

  8. And another thing ... • You can’t tell everyone everything • You have to summarize • Which means giving an impressionistic final report • Summaries can be challenged for validity

  9. What happened next • The RSPB’s last strategy was driven by numbers: we will deliver x conservation outcomes; y supporters; z money. • We have just started the internal roadshow to launch the next strategy. • It is all about persuasion, perception change, reframing the RSPB and its cause through a full re-alignment of spend and content in support of aspirational conservation outcomes.

More Related