1. Understanding the importance of
why and how you communicate with
your stakeholders
Rachel Baker
Ambassador for the Charity Sector

3. What is communication?

4. Why do we communicate?
• Inform
• Persuade
• Reinforce/reassure
• Position

5. Inform

6. Persuade

7. Reinforce/reassure

8. Position

9. The concept of exchange in marketing
Transactional Relational
• Focus on a single sale.
• Orientation on product features.
• Short time-scale.
• Little emphasis on customer service.
• Limited customer commitment.
• Moderate customer contact.
• Quality is primarily a concern of
production.
• Focus on customer retention.
• Orientation to customer values.
• Long time-scale.
• High customer service emphasis.
• High customer commitment.
• High customer contact.
• Quality is the concern of all.
Adapted from Payne (1995)

10. Who’s in your audience?
Beneficiaries Supporters Stakeholders Regulators
• Clients
• Students
• Patients
• Users
• Purchasers
• Local public
• Members
• Audiences
• Patrons
• Donors
• Volunteer
fundraisers
• Voluntary service
workers
• Advocates
• Purchasers
• Donors
• Volunteer
fundraisers
• Voluntary service
workers
• Advocates
• Purchasers
• Charity
Commission
• Local authorities
(inspection)
• Local community
• Industry-specific
e.g. CQC
Source: Bruce (2005)

11. Why build relationships?
As exchanges become more frequent, so the
intensity of the relationship increases so that
the focus is no longer on the product within the
exchange, but on the relationship itself.
Source: Fill (2009)

12. The Pareto Principle
The law of the “vital few”
• Satisfaction
• Expectations
• Trust
• Commitment
• Loyalty

13. Media fragmentation
Source: www.webranding.org

14. Making sense of it all
• Degree of control required over the delivery of
the message.
• Financial resources available.
• Level of credibility of different channels.
• Size and geographic dispersion of target
audiences.
• What each communication tool is trying to
achieve (awareness, call to action etc.).

15. The single biggest problem in
communication is the illusion that it
has taken place.
George Bernard Shaw

16. Contact
rachel.baker@stmonicatrust.org.uk
Twitter: Rachel M H Baker
LinkedIn: Rachel Baker (nee Plues)
Chartered Institute of Marketing
www.cim.org.uk
www.cimsouthwest.co.uk