LANGUAGE MATTERS: DO YOU ATTRACT OR ACQUIRE SUPPORT?

Language matters. It’s an obvious thing to say: how we choose to express ourselves gives an insight into how we think about the things we do, see and experience.

Take the word acquisition and think about its definition.

Acquisition: the buying or obtaining of assets or objects.

Buying or obtaining.

Assets or objects.

It's a word taken from the corporate world where customer acquisition is a thing. We'd argue that we should reject the term because we are not in the business of selling products or services. It’s a word that depersonalises the public and presents them as commodities rather than people.

Acquisition perpetuates an Old Power mindset of ownership:

My donors.

My supporters.

My staff.

My ideas.

My clients.

We believe in a New Power mindset of collaboration and sharing.

So we use the word attraction.

Attraction: the action or power of evoking interest in or liking for someone or something.

Rally works with clients, and the sector more widely, to champion an attraction-based approach. Together we develop strategies that help achieve our clients’ goals by using their values as a magnet to attract all who share them.

The focus is simple: to inspire like minded people who share our values to join us and actively participate in the change we all want to see.

And while we are on the subject of language. Here is the definition of another widely used sector term.

Retention: the continued use, existence, or possession of something or someone

Possession. Nice.

We wrote about Rally & New Power here.

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Main Photo by Marl Clevenger on Unsplash

UK DIGITAL BENCHMARK NEWS!

This year Rally was proud to collaborate with M+R to bring their Digital Benchmarks Study to the UK for the first time. As we’ve said before, comprehensive, accurate digital benchmarks help everyone in the sector to raise their ambition and gain a better understanding of what excellent looks like. So once again, we’d like to thank the amazing 55 UK charities who participated in the study and made it all possible.

Our key takeaways from this year’s study were:

1. More people are giving online. What are we doing to engage and mobilise them?

2. We need to transform our approach to email to unleash its full potential.

3. We need to build our whole digital ecosystem, not individual channels in isolation.

You can read more about these observations in this blog: UK DIGITAL BENCHMARKS STUDY IS LIVE! And of course, all the participating charities have their personalised reports which highlight their specific areas of opportunity.

We have an update about what’s happening next with the UK study: essentially we are going to skip one year of the study in 2022 and, if the sector still wants it, we will bring back a UK specific study for 2023. This means interested charities would need to sign up in mid to late 2022.

Our decision to pause is due to a staffing squeeze at M+R who crunch all the numbers and produce the website. Rather than plough on and potentially deliver a project that didn’t match our high standards we decided to take this short break.

But do not despair. If you want high quality digital benchmarks in your life in 2022 you can join M+R’s Global study. And it’s free. The main difference between the two studies is that there won’t be a specific UK comparison made in the reports. Your data will be benchmarked against your sector and all participants, irrespective of their country of operation. You can register right now for the free 2022 Global study here.

We'll be in touch next year about the next UK-specific Digital Benchmarks Study.

In the meantime, as this year’s UK Benchmarks Study showed us, we have plenty to be getting on with if we want to unleash the potential of our digital engagement programmes. The data helps us focus, prioritise and make better, insight-led decisions to improve our efficiency, invest to improve performance or exploit where we have a competitive advantage. So let’s get to it and maximise the success of our digital programmes and the change we can bring about.

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Main photo by frank mckenna on Unsplash

UK DIGITAL BENCHMARKS STUDY IS LIVE!

It’s been an incredibly exciting week here at Rally HQ. The inaugural M+R UK Digital Benchmarks Study has just been launched, bringing comprehensive digital benchmark data to the UK for the first time across a wide range of disciplines including fundraising, digital advertising, email and social media. 

Better data will help us make smarter decisions

At Rally we’ve always believed we need accurate and relevant data to help us make smarter decisions about how we invest our time and budgets and where to focus to maximise the success of our digital programmes and the change we can bring about.

But when working with clients, time and time again we see that the sector lacks an understanding of what good looks like in digital engagement. And without this understanding, we see myths get built up, decisions get based on opinions rather than facts and poor performance accepted as the norm (or even as success) as the data often doesn’t exist to prove otherwise.

So we’re extremely proud to have partnered with M+R to bring their Digital Benchmarks study to the UK. The 55 amazing charities which participated in the study have access to their own personalised reports. But because we believe it’s so important for the sector as a whole to have a better understanding of our collective digital performance, the summary report and data is available to all.

Our three big takeouts

As you’ll see there is A LOT of information in there. We could go on for hours about the findings and what they might mean for unleashing the potential of our digital engagement programmes. But if we were to pick out the three biggest things, they would be these…

1. More people are giving online. What are we doing to engage and mobilise them? 

UK online revenue increased by 35% in 2020 - extraordinary growth, even accounting for the COVID pandemic. What’s even more exciting is that this growth in revenue is driven by many more (27% more) people giving online, rather than people giving higher amounts. 

Only time will tell if this shift in giving patterns will be maintained as the pandemic becomes less dominant over our lives and activities. However, what we do know for certain is that right now as a priority charities should be engaging this influx of digital donors to inspire ongoing actions of support. This means having great onboarding communications and easy things for our new donors to do to continue to make change happen.

2. We need to transform our approach to email to unleash its full potential

Which brings us to email. Last year saw an incredible 38% growth in email list size compared to 2019 but the proportion of UK online income from email remained flat at just 5%. For context, in the US, email delivers 20% of online revenue. 

We believe this points to big opportunities to build the engagement of our email subscribers and transform the number of actions of support they take. For many charities this will involve an overhaul of their approach to email: from being clear on its purpose and elevating its importance to building our skills, capabilities and better data. Above all it means increasing communication frequency and simplifying content to focus on one topic and one ask to inspire action. We’ve been banging this drum for a while and can’t wait to work with more of our clients on making email the powerful engagement and activation tool it can be.

3. We need to build our whole digital ecosystem not individual channels in isolation

The study shows UK nonprofits’ digital advertising spending grew by a massive 62% year on year as fundraising programmes were adapted to meet the challenges of the pandemic. Return on Ad Spend (revenue that can be directly sourced to an ad) of course varies by channel with search coming out top, but for us the key takeout is that we need to look at the digital ecosystem in the round rather than focussing on channels in isolation. Our supporters don’t just operate in one channel and neither should we. 

If we want to really unlock the potential of digital engagement and make the most of this increased investment, we need to appreciate how channels work together to influence people’s behaviour and how people interact with them. This will help us join up our thinking, integrate our approach and invest in the right areas to both attract interest and convert that interest into action in the most effective way we can.

Using benchmarks to focus and prioritise

Benchmarks alone won’t improve our programmes. But they can help us focus, prioritise and make better, insight-led decisions. If we can identify where we have a competitive advantage, we can choose to exploit it. If we know where we have untapped potential, we can invest to improve our performance. If we can see where we are being inefficient, we can take steps to optimise. 

So dive in, compare your own results to the numbers in the report and the experiences of your peer organisations, and reach your own conclusions for your organisation.

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Header Photo by Markus Spiske on Unsplash