Tribes, Communities and Audience engagement Recap

28 Apr 2020

Welcome to our Tribes, Communities and Audiences Session Recap!

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Consumers and supporters behave in three different ways. 

Herd behaviour could be national, global or species-ist. For instance, Keith gave the example of the human instinct to save animals.

If the ‘Herd’ collective are those who want to save animals.

The Tribes are Animal Charities - separate smaller groups, who may be more specific in their ‘saving animals’ behaviour than the herd mentality. For instance anti-animal abuse campaigners vs animal adoption organisations. 

At the Individuals level, we have the supporters who are connected to a tribe, and a herd. You are an individual, and you are a member of many tribes, and many herds. If I react to your top-level herd motivation and empower your tribe, you are more likely to support the work I do. 


Virtual events are here to stay - and when Covid-19 is over, will you be left with your own fully connected tribes?

Keith used himself as an example to demonstrate takeaway point 1.

Keith's Herd: Triathlete / Athletics

Keith’s Tribe: Ironman - his favourite brand identity for channeling his athletics. 

Keith the individual: Father, COO of Funraisin, Digital native, Active participant.

Keith was registered for multiple IRONMAN events that were cancelled due to COVID19.

In one foul swoop, his regular training structure, which fuelled his drive and community was gone. He’d lost his purpose and that impacted physical and mental health.

When IRONMAN introduced their VIRTUAL CLUB - they reinvigorated the community with a sense of belonging, they returned a Purpose, his Structure and strengthened the community by connecting them more than before.

Virtual events are here to stay - and when Covid-19 is over, will you be left with your own fully connected tribes?


#BeNimble ... and react to your audience’s needs

Pancreatic Cancer UK have modified their Challenge 24 event, which typically encourages outdoor sports such as Cycle, swims or runs -  to create the virtual challenge, “Challeng 24 at home”.

Unlike its predecessor, Challenge 24 At Home is far more flexible in its approach “you could create 24 tik tok challenges, or 24 craft activities , 24 bounces on the trampoline or anything else”. 

Laura says “it really has become a very different audience now”


Use functionality to empower their supporters

Pancreatic Cancer UK uses Funraisin platform, and have been able to create what Megan calls an “immersive virtual experience”. 

Keith was able to link his Ironman activities to his Pancreatic Cancer UK page and Livestream it via Twitch (but could have used Facebook Live, Youtube or Tik Tok).  

Laura highlighted the importance of the gamification badges that Pancreatic Cancer UK have implemented using Funraisin platform. By doing this, they’ve encouraged people to self-donate, take on more challenges, reach new heights, and share updates and blogs. As they complete the tasks the badges ‘colour up’ motivating the donors and supporters to keep engaging with the fundraising platform. 

This has turned their supporters and donors into content creators: creating engaging fundraising activities with comments, live streams, image updates, badges, and videos. 


Show off your your supporters

By sharing inspirational stories, PCUK have found that it has inspired people to encourage their fundraisers to keep taking part. We have found that asking people to share their story, they are more likely to hit their target, be motivated, and inspire others to do things like setting up their finish lines in their garden.


Three secrets to fundraising 

Secret 1: Understand the motivations of your supporters, and encourage using UX and comms

Secret 2: Expressions of commitment, incentives, nudges, cause or activity driven - Fundraising Drivers matter!

Secret 3: Connect with people and make it real - create an experience for them to remember.


Empathy map your audience!

Understand your supporters motivations and needs.

Enrich your data and follow trends that are already occurring. 

Engage people differently depending on where they are in the pipeline.

Don’t overwhelm them with options - inspire with stories of others


In relation to creating memorable experiences -what would a good campaign ending be?

It could be that you livestream a celebration moment, or a live thank you video. Its about bringing that moment to life, and thinking about how you can connect people to together even if you are not in the same room. - Julie

Where do you get your insights from? 

We are very small team, so we find it hard to keep perfect 100% reliable databases especially with people furloughed at the moment. But for example, we have a question on our reg forms ‘What is your connection to Pancreatic Cancer?”  “what’s your fundraising target?” to help us pull out that information, and we had that from previous fundraising campaigns so we could reflect on previous campaigns. - Laura

What sort of things do you consider when putting Persona’s together

We start with a ‘mythbusters’ session- because our teams know our supporters better than our databases do. We look at our demographics, we look at direct quotes, surveys, interviews, what opt-ins you have - any other interests you might be aware of. Anything you can dig deeper into - you want to put on your persona map. 

Have you seen a difference to fundraising per head for Challenge24 compared to the non-At Home version?

We’ve essentially only been live for 11 days. We are still seeing a % of really high VIP fundraisers. We also have to expect that the average fundraiser will be less during this time of coronavirus. As Laura said we have 80% new fundraisers, which means that we are very optimistic about the potential totals. 

With 80% new fundraisers - What has been your best Marketing channel for supporter acquisition?

For us it has been through Facebook Ads. We have learnt this through previous campaigns, it has been really good for us. -Laura

We are testing as many creatives as possible as we can - Megan

What sort of Audiences are you targeting, and typical CPAs?

We are testing loads of different audiences at the moment, our typical CPA is about £35 

What is your ROI like?

This is probably the best ROI we have ever had, because we can’t hire videographers etc right now, and Laura basically writes all the copy! We are actually achieving really good ROI right now.

Add note on Registration fees from Laura:

We don’t ever charge a registration fee for community fundraising, but on the funraisin platform we do ask for a self-donation from fundraisers. I personally was very against it and Julie and Megan had to proceed without my backing! But actually it works really well. There is about a 10% conversion on that, and people get a gamification badge, and some people do it at the end to complete the full suite of badges.

What platform do you use to get all those features?

We use 

The Us & Us collective organisers...

...want to thank our panellists:

....but who is The Us & Us Collective?

The Us and Us collective began life on April 1st, 2020...but despite that, the motivations behind it are not a joke! When the COVID-19 pandemic first began to demonstrate it's impact globally, we were immediately worried for charities worldwide. 

As a result, at Funraisin, we transformed our usual offering. We typically offer entirely bespoke, full-stack fundraising solutions to our charity partners. Still, instead, we rejigged our toolkit to produce a lighter, quicker-to-turn-around fundraising website. We are still offering it entirely for free to all charities who need to get a virtual fundraising strategy off the ground as soon as possible, to avoid losing income. 

Immediately, we saw that many organisations needed the tech (that's where we come in) but they also needed support beyond that. It wasn't just a tech platform that many organisations needed. They had lost whole events, whole chunks of their fundraising strategies. They needed new ideas, strategies that worked in the post-pandemic world, marketing and fundraising advice that took self-isolation into account, support transitioning to virtual, and guidance on how to stick out from the crowd.

The Us and Us collective was born! Our friends at Massive joined us, and added their own offering: two hours free strategy and innovation consultation to help charities make the most of the free tech on offer.

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