Overherd Clive Gardner NSPCC Digital

Notes from Clive’s presentation:

  • The NSPCC has a child audience and an adult audience with very different needs
  • They have about a hundred campaigns a year.
  • The campaigns explain a need, and that the need needs help.
  • Only about 20% of the messages in a campaign ask for money.
  • Other messages build the NSPCC as a favourite brand.
  • Charities are not transforming digitally fast enough to reflect the world around us.
  • Charities shouldn’t be at the leading edge of marketing.
  • In order to innovate, big slow charities need to work with fast partners.
  • Learn from those who are doing it well
  • Digital is a way of doing things.
  • Digital has to help set the culture to be able to respond to needs faster.
  • Building a preference centre helped towards a single customer view but it’s still five years away.
  • Digital Risk Assessment needs a ‘Pace’ dimension to add to Severity and Likelihood