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The future of engagement: developing audience-centred strategies


25 April 2018

The pace of change can feel especially daunting when your job is to communicate with the public about good causes. But the most successful charities really understand who they’re speaking to and continually evolve their engagement strategies to create great audience experiences.

This conference explored insights, strategies and techniques to help your charity better get under the skin of its current and non-established audiences, helping you to produce effective, future-proofed communications strategies that drive engagement and real-world action.

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Safeguarding trust with our audiences
Rezina Chowdhury, insight and planning manager, marketing directorate, Public Health England and Aliya Mirza, research manager, Ipsos MORI

The tech trends shaping the future of engagement
Matt Haworth, co-founder, Reason Digital

1a. Audience-centred strategy: why and how?
Tracy Griffin, director of marketing, fundraising and communications, Scope, and Joe Barrell, director and Sarah Fitzgerald, consultant, Eden Stanley

Download a copy of The Right Wavelength report – designed to equip charity communicators with the ‘whys and hows’ of audience-centred strategy

1b. Developing a channel plan – workshop
Paul Gill, head of digital engagement, Oxfam

1c. The science of social: how to be relevant to a sceptical audience
Ellie Moore, senior engagement strategist, Don’t Panic

1d. Putting young people at the heart of marketing campaigns
Marnie Winter-Burke, senior digital marketing officer and James Barker, associate head, digital engagement, NSPCC

2a. If it’s broken – let’s fix it: finding new ways to engage
Reuben Turner, creative partner, Good Agency

2b. Using insight to inform UX and new modes of engagement
Daniel Gray, digital engagement manager, WaterAid

2c. Bursting the bubble – reaching beyond established audiences
Michael Laffan, digital and marketing manager and George Gurr marketing executive, British Lung Foundation

2d. Warm up cold audiences online
Matt Collins, managing director, Platypus Digital

3a. Push or pull
Tracey Pritchard, executive director of engagement, Prostate Cancer UK

3b. A user-centred design approach to creating insight-driven campaigns: the Movember experience
Ellen O’Donoghue, director, health promotion, Movember Foundation

3c. Developing a multichannel content strategy: lessons from BBC and Red Bull
Michi MacLennan, head of digital and innovation, The Air Ambulance

3d. Internal and external audiences: developing a strategy to engage hearts and minds
Alina O’Keeffe, engagement manager, Sands, the stillbirth and neonatal death charity

4a. Embedding and applying audience insight
Caroline Ledger, strategy and change communications lead, Macmillan Cancer Support, and Selina Fox, director and Ali Percy, research associate, Randall Fox

CharityComms workshop: Embedding and applying audience insight – ideas generated

4b. Social, political and economic trends you need to know about
Michele Madden, managing director, nfpSynergy

4c. GDPR – an opportunity for engagement and growth?
Kavya Kaushik, product manager, Sage Publishing and Daniel Fluskey, head of policy and external affairs, Institute of Fundraising

Magic Matters
Roger Lawson, consultant, Roger Lawson Consulting

Tweets from the day