If it's broken – let’s fix it: finding new ways to engage | The future of engagement conference | 25 April 2018

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Reuben Turner, creative partner, Good Agency Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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  • 1. From trust to taking part (with a short bit about transparency) Reuben Turner, creative partner, GOOD @reubenturner @goodagencyldn
  • 2. WE BUILD BELIEFWE BUILD BELIEF Charity Comms – Future of Engagement TRUST.
  • 3. WE BUILD BELIEFWE BUILD BELIEF Charity Comms – Future of Engagement Oh dear.
  • 4. WE BUILD BELIEF Charity Comms – Future of Engagement “The 2017 Edelman Trust Barometer reveals the largest-ever drop in trust across the institutions of government, business, media and NGOs…”
  • 5. WE BUILD BELIEF Charity Comms – Future of Engagement And 2018 is no better.
  • 6. WE BUILD BELIEF Generalised lack of faith in neoliberal capitalism, liberal democracy & globalisation Charity Comms – Future of Engagement
  • 7. WE BUILD BELIEF Charity Comms – Future of Engagement The ‘general population’ now distrust institutions
  • 8. WE BUILD BELIEF Charity Comms – Future of Engagement The ‘informed public’ now neutral
  • 9. WE BUILD BELIEF Charity Comms – Future of Engagement Charity/NGO sector widely less trusted than business
  • 10. WE BUILD BELIEF Charity Comms – Future of Engagement This is systemic, it’s not about individual scandals
  • 11. WE BUILD BELIEF And people are looking to business to drive change Charity Comms – Future of Engagement Source: Wolff Olins x CitizenMe, Radical Everyone 2017
  • 12. WE BUILD BELIEFWE BUILD BELIEF Charity Comms – Future of Engagement So is transparency the answer?
  • 13. WE BUILD BELIEF Charity Comms – Future of Engagement More news isn’t necessarily good news
  • 14. WE BUILD BELIEF Charity Comms – Future of Engagement PR may not be the answer
  • 15. WE BUILD BELIEF Charity Comms – Future of Engagement Social may not be the answer either
  • 16. WE BUILD BELIEF Charity Comms – Future of Engagement And we no longer believe each other
  • 17. WE BUILD BELIEF Charity Comms – Future of Engagement In a post-truth world, will telling yours better help?
  • 18. WE BUILD BELIEF Charity Comms – Future of Engagement We cannot just change what we say.
  • 19. WE BUILD BELIEF Charity Comms – Future of Engagement We have to change what we do.
  • 20. WE BUILD BELIEFWE BUILD BELIEF Charity Comms – Future of Engagement Two challenges
  • 21. WE BUILD BELIEFWE BUILD BELIEF Charity Comms – Future of Engagement 1: breadth
  • 22. WE BUILD BELIEF Charity Comms – Future of Engagement The ‘general population’ now distrust institutions
  • 23. WE BUILD BELIEF Charity Comms – Future of Engagement We have to reach more people and convince them that we’re worthy of their trust.
  • 24. WE BUILD BELIEF Charity Comms – Future of Engagement
  • 25. WE BUILD BELIEF Charity Comms – Future of Engagement
  • 26. WE BUILD BELIEF Charity Comms – Future of Engagement
  • 27. WE BUILD BELIEF Charity Comms – Future of Engagement We need to find ways to collide
  • 28. WE BUILD BELIEFWE BUILD BELIEF Charity Comms – Future of Engagement 2: depth
  • 29. WE BUILD BELIEF Charity Comms – Future of Engagement The ‘informed public’ now neutral
  • 30. WE BUILD BELIEF Charity Comms – Future of Engagement We have to engage supporters on their terms, not ours.
  • 31. WE BUILD BELIEF Participation has radically changed the landscape of politics in Europe Charity Comms – Future of Engagement
  • 32. WE BUILD BELIEF It’s beginning to make a serious impact in business Charity Comms – Future of Engagement
  • 33. WE BUILD BELIEF Very early days for charity Charity Comms – Future of Engagement
  • 34. WE BUILD BELIEF Charity Comms – Future of Engagement We need to find ways to collaborate
  • 35. WE BUILD BELIEFWE BUILD BELIEF Charity Comms – Future of Engagement A post-trust engagement framework
  • 36. WE BUILD BELIEF Charity Comms – Future of Engagement Collide (mass, ad hoc audience) Collaborate (minority, committed audience) Brand attributes
  • 37. WE BUILD BELIEFWE BUILD BELIEF Charity Comms – Future of Engagement Two words to leave you with
  • 38. WE BUILD BELIEFWE BUILD BELIEF Charity Comms – Future of Engagement 1) Reciprocity 2) Participation
  • 39. T 020 7738 1900 E hello@goodagency.co.uk W www.goodagency.co.uk GOOD Agency Harling House 47-51 Great Suffolk St London SE1 0BS Thank you for your time.
  • 40. T 020 7738 1900 E hello@goodagency.co.uk W www.goodagency.co.uk GOOD Agency Harling House 47-51 Great Suffolk St London SE1 0BS
  • 41. The future of engagement: developing audience-centred strategies 25 April 2018 London #CCaudience Sponsored by
  • 42. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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