Why charity communications don’t work

How often do we see the global email. That global email from someone you’ve never met, or perhaps you have met, but haven’t seen in a while.

“Dear employee,

I’m doing something amazing, putting vast amounts of time and effort into preparing or training, and I’ve got a very nice message, but I’m sending out this email to everyone in the blind hope that you’ll press the little donate button. Here it is as a bitly, just in case.”

And then you’ll see the same note appear on a company intranet or similar medium.

I’d like to invite you Untitled-1dear reader to take a guess how much money this format generates… Go on, go wild.

That’s right, nuffink. Not a penny, because it’s very very easy to hide behind two things:

How easy is it when you’re not called out as an individual, and there’s a little delete button sat right there. The joy of that global list means nobody knows you pressed delete.

As an Internal Communications function, we’re often seen to be to charity what the Grinch is to Christmas. There is an element here of my article on being able to say no. It’s our responsibility to coach and guide people on the best ways to prize the hard-earned out of hands and into charity coffers. That’s why I thought it worthwhile to speak about two recent examples of best practice when asking people to donate.

Interestingly, neither were innovative in the channel they used, but they were innovative in how they used email. Instead of mailing the whole population, they wrote to people they have close working relationships with. People they trust, and who trust them. People whose respect is mutually formed.

It goes back to targeted marketing, and the strides marketing technology is making in putting the right content in front of the right people.

I remember for years taking orders on putting articles onto intranets with futile pleas for money in generic and unmotivating articles. In all that time, I would estimate the uptake was well below half a percent at best, probably closer with 0.1%. Now consider this recent example. 60% hit rate. Six out of ten people who’ve received a personal note not only opened it, clicked through the link, but also dug out a debit card and coughed up. Conservatively, and going from 0.5 – 50% – that’s a 9,900% increase in success. I’ll take that.

The bit that’s really interesting though is, the blitz communications also included the same population of people who actually gave money with the personal communications. Targeted marketing – you don’t need to be a technology giant to get all up in that. We can do it too. And it bloody works.

Commercialising internal communications

It’s easy to target ‘happy’ indices. It’s what some internal communications teams were set up for – their whole point. “Find a way of improving employee engagement” is a common challenge set to us at all levels, from the tactical campaign support, all the way up to a company re-brand and re-strategy.

But the question in my head rings… why? Why do business leaders want to make sure their employees are happy? The answer doesn’t require a genius. A happy employee is more likely to be more productive. We all know about the plethora of quotes from Branson wheeled out at any opportunity to sound progressive.

But surely as communicators we can go further than just making sure everyone’s having a nice time?

How do we make our content commercial? The answer lies in building brand, product and service advocation. Like my post on the future of communications, as long as the brand, product or service is strong enough, the advocacy will follow. Our job as internal communicators then isn’t to simply narrate the comings and goings of business in passive vernacular, but to sell the business’ wares to employees too. I’m a firm believer that communications teams have no place plugging the product, brand or service, even though you still see it in some instances, overly-zealous use of the adjectives: exciting, excellent, great, et al. Our place instead is to be the medium of discussion and collaboration.

As soon as you introduce a message with an underlying motive, the credibility vanishes. But that’s where people come in. Using experts in the subject will appear transparent to other people in the business. A project manager selling their project is believable and authentic. That’s where a communications team can have a voice – when someone else is speaking.

I quit!

Mobile phone being put into a bin

A few weeks ago, I was becoming increasingly frustrated with the diminishing speed of my little sliver of glass and plastic that came on every journey with me. It slept next to me, came to work, the pub, to gigs,  and saw and captured my son growing up and my adventures with Mandy.

Now it lies in a draw, redundant and for the most part, forgotten. So why have I taken such dramatic steps to eliminate what most people now can’t imagine life without?

The turning point came when laid on my bed, waiting for Jasper’s bath to run, with him playing on the floor. I was mindlessly scrolling through the social oblivion that is the book of faces, or more accurately, the book that used to contain faces, but now predominantly displays paid and increasingly less relevant content. While getting my feed-based dopamine hit, Jasper said “Daddy”. About five times. And I didn’t hear him.

Jasper wanted to show me something he’d built, and I was busy suckling at the unfettered data-teat of my smartphone, while casually ignoring real life.

In that very moment, I realised something was very wrong. A telephone, and indeed Facebook were both created to connect people. To facilitate meaningful conversation and encounters. I can’t help but think they’re now diluting that, all the while shamelessly capturing data and whole-selling it to large multi-nationals who in turn use it to put even more garbage in front of us.

So, I quit smartphone. I dug out an old BlackBerry, capable of phone calls, text messages and email and rang O2 to change my data plan. I’ve been doing this a month today, and I’m truly sold on it. At first I kept checking my BB (an odd 21st century reflex I’ve noticed a lot of people doing), but nothing changes unless an actual human being wants to speak to you, so within a week I stopped checking. My attention is no longer controlled by algorithms whirring in a data centre created by the blue-chips of Cali. On a train I now look out the window, walking down a street I admire the architecture and when Jasper’s playing next to me I’m enthralled with the amazing things he builds. This little dude Mandy and I created is now creating his own things, and frankly, Facebook can go fuck itself. Jasper is waaaay more interesting than a cat in Japan.

Life. As it happens. Unfiltered

Facebook dislike iconI once watched a video about cats on Facebook. The damage was done. In one moment of utter boredom, Facebook has lumped me in with every other cat watching, feline brained, “n’aaaaw” repeating, 14 year old girl.

Facebook’s algorithm has decided what I shall see, and that’s that. It reminds me distinctly of my only visit to Egypt.

For years, I’ve enjoyed holidays where we go and do whatever we want. Day at the beach, no problem. A walk along the coast, sure thing – just follow the coastal path signs. But in Egypt when I went for a walk, I was told “no going past here, go back to the pool” by a man with a sub-machine gun. I didn’t argue.

Facebook may not have a sub-machine gun, but it equally restricts what I get to see. It’s for that reason I’ve deleted the app. Human nature, especially mine, means I like new experiences. I like different viewpoints, and I like to immerse myself in diverse literature and opinion. Just because I happened to once look at a cat does not mean that is the only thing I’m interested in.

A link straight to an unfiltered view of facebook

I am however delighted to report I found last night a very handy link. Click this, and you’ll get to see your own profile unfiltered. Stories as they happen, your friends’ news as it’s hot off the press in real time – just like the Facebook we all signed up for.

I don’t have enough time to do my job!

Nurse StrikeThe nurses strike last week was a historic one. It’s the first time ever that midwives have taken strike action, and it’s all about the 1% pay rise dispute.

Arguably, a worthy thing to strike over given the apparent inconsistencies in regional pay increments for NHS people.

An interesting debate followed on Radio 4 where a midwife detailed how her stretched capacity meant the care she gives suffers, potentially putting patients’ well-being at risk.

In financial services, especially in contact centres, Treating Customers Fairly is a systematic culture. Doing what’s right on every contact with a customer comes first. That means that if calls are queuing, and the boards are red; the service offered is the very best service for the customer you’re speaking to at that time; you don’t rush or act hastily to get to the next call.

A similar situation I’ve noticed is that of paramedics. You call an ambulance, and they stay with you until a full and detailed handover has taken place. Other 999 calls queuing? That’s for the dispatchers to worry about, not the paramedics. Their role is to take care of the patient first – a proven model that works in so many other situations.

I find it so concerning then that midwives rush appointments to meet quotas. It should be said though that I’m not faulting individual midwives – it’s the culture which dictates that it’s their job to worry about their own resource and patient numbers.

As far as I know, a midwife is recruited to be compassionate, to support new or soon-to-be mothers, to be the source of knowledge in uncertain times, and to question when something’s not right.

My understanding is they weren’t recruited for logistics or resource planning. Surely there’s a team that takes care of that…

In a culture of seemingly increasing number of failures in child protection, midwives and nurses alike should feel empowered to take the time on every contact – however long it needs to take. They should feel empowered to sit and chat if a patient is worried, and in the times where something doesn’t feel right, they should have the time to be able to say ‘Hang on, we need to find out what’s going on here’.

The NHS is a wonderful commodity for the UK, groundbreaking in it’s proposition. But being so big, and with little inter-departmental cooperation – the culture differences are a wide and concerning delta. Does patient care suffer then because an embedded lack of proper governance is all too common? I’d be inclined to think so.

Real-time 3D

DumbwalkingI’ve just got a new car. It’s pretty good. It’s got loads of buttons that do lots of things, and of course, because it’s new, it’s incredibly shiny. Nice.

But before this I was part of the commuting class that stands shoulder to shoulder waiting for trains and busses. I didn’t mind it actually, if anything it was refreshing. I stood and looked at the world. I watched people, I watched things happen and I watched an incredible trend in motion.

This isn’t a revelation by any stretch of the imagination; I’m making no proclamations that I’ve spotted a trend never before realised. In actuality, everyone’s talking about it and the BBC have even produced an article with statistics. However, I watched people stare into their phones. Endlessly.

I can’t believe how much conviction people show to staring at the their little portals of W3. When I was small, my grandmother used to take me on the train. I remember like it was yesterday the panicked instructions to mind the gap, and even now I always step an extra six inches when getting on or off a train. Just in case. I watch now as people don’t break eye contact in the perpetual download of information. Gap between the train and platform? Not important. Busy road crossing? Meh. Driving a car? OK, I’ll devote a bit of time to it…

My point here is. The world is bustling, there’s so much going on around us and yet we let overpaid teenagers filter what we see.

I’ve made a concerted effort to not using my phone. I want to watch the world in real time and not let facebook turn my life into a social experiment. In fact I’ve gone as far as diverting all my own phone calls to my blackberry where beautifully there are no streams or walls or trends.

I deal with sights, sounds and smells where once I concentrated on pixels, posting and profiles. And it’s wonderful.

Turns out, life is in real-time 3D!

Crash for Cash

CrashI really do just hate it.

I’ve recently been delving into the world of crash for cash, and become immersed in the trivia and detail that is an insurance claim of any sorts.

I’m afraid to say that my dearest better half was the victim of a suspected crash for cash situation.

Whilst awareness is now rising it’s still very much a viable income for the couch-bound, Jeremy-Kyle-watching reprobates of this world when in need of some funds for single cans of Stella and 10 packs of Superkings. Other repulsive lifestyles are available.

For those who haven’t heard of it, it goes down like this. Car A breaks sharply for no reason, Car B breaks to avoid hitting it and the victim then hits the rear of Car B. Car A does a getaway act, thus placing blame on the victim at the back. It should be noted that they do it where there’s no CCTV, and in places where your attention is drawn elsewhere, a roundabout for example.

Cue a car full of urchins crawling out, all amazingly complaining of ‘chronic backache’ et al (shocking at a ‘bump’ of less than 10 mph) which can’t be recovered from without fifteen grand. Each.

Obviously taking time off their busy lives is a very costly exercise; I never appreciated the cost of drinking white lightning at 09:30 in the morning.

I got a call from my missus incredibly shaken up. It’d just happened and she was really upset, understandably so. She told me what happened and where, and then the line went dead. I grabbed my stuff and left the office, dispatching an ambulance on the way. In my mind’s eye, she’d gone into shock or worse… and was unable to answer her phone as I tried to call her back.

Just before getting into my car to head over, I got a call from her phone. Answered in foreboding I prepared to hear from someone wearing fluorescent material. Luckily it wasn’t, she reassured me she was OK and I should meet her at work. Which I did.

Turns out, and really rather luckily, no real damage was done. They’d balls’d it up and crashed into each other instead. Car A made off and left Car B to try and scrape anything they could. After a visit to A&E, the police, countless calls to insurers, and with countless calls from ambulance chasers I bring myself to the present.

Having a crash is perhaps the easiest bit to deal with. You heal, and move on, if you’re lucky.

However there are consequences that reach far into the distance. The anxiety it can cause, some people giving their driving licence up, the granular amount of detail insurance go to (rightly so given the morons out there who consider this a living), the endless phonecalls from everyone and anyone, and the enormous hike in insurance prices makes driving seem a ridiculous way to travel – given the risks involved.

Not just to your physical being, but financial and emotionally too. I wasn’t even in the crash and I regularly feel my blood pressure spike, this very article is probably knocking an entire day off my life.

But the worst part about this whole thing is this… The better looking half is the sweetest person you’re likely to meet, and she holds human nature on a very tall pedestal. I’ve read long and hard about crash for cash, and so in the same circumstances would have behaved with suspicion, distrust and probably anger. She was genuinely concerned for their wellbeing, asking them how they were are. That’s the bit of this that makes me absolutely furious.

Now I’m pondering how to proceed. Should I mount George my high horse and dive head first into battle. Or dismiss it and hope that the people that get paid to look at matters like this do so.

The problem is, I’m a firm believer that remarkably few people give a shit.

It’s easy. Just split all the banks up.

High street banksThe labour leader, Ed Miliband is a blithering moron.

His latest political whim to force banks to sell branches to ‘help competition’ is a blatant exercise in leveraging banks’ poor reputation in the consumers’ eyes. “Hey, look at me guys, I’m forcing banks to sell branches, come and play for the red team because we’re having a go at banks now.”. Utter dumbfounded rubbish.

As a consumer of financial products, my clear priority is the affordability. I don’t take a mortgage because I’m jumping on a moral high horse and using a small hip ‘social-bank’ that’s diversifying the market , I take a mortgage with a provider because it’s cheap. Simple.

Now Mr Milliband, how do you get things cheap? I’ll refer you to the largest retailer on the planet… Wallmart. They are the cheapest provider of goods because they buy the most, it’s a simple equation, the more you buy, the cheaper it gets. WallMart and subsequently Asda in the UK can then pass on these smaller costs to us and in turn have become enormous – a self-perpetuating cycle. Yes, there’s a whole other debate on how hard suppliers should be squeezed, but as long as there’s other similar providers in the market, food will remain cheap and suppliers paid fairly.

Now onto my next point, the branch network of any high street bank attracts a proportionately small segment of it’s overall customer base. Will closing branches reduce the size of a bank? Of course not. If anything it’ll dissolution the customers not with the banks, but with the government itself. For example:


Dear Mr Customer,

I’m sorry to have to write to you with bad news. After we’ve maintained a physical presence in your town for x donkeys years, Ed and his merry band of puerile followers have made us close your convenient local branch.

I’m sure you’ll be delighted to know that despite having all your financial products with us, including Mortgages, Loans, Credit Cards, Savings and a few insurance policies, Ed is putting a new shiny gover-bank here that’ll cost twice as much, the staff won’t know what’s going on and will have no established reputation for you to trust with the most expensive products you manage.

If however, this doesn’t sound like an acceptable proposition, you can continue to bank with us as you’ve always done. Don’t worry, we’ve still got a branch in the town centre that we’ll keep open for you at the weekend because of all this.

Feel free to vote Tory, just in case you can’t be bothered with the agro.

Yours ever faithfully,

Mr long established banker.


Here we go, another ill-considered political fad, that will not result in any actual change. Just a whole bunch of effort.

Banks are getting there. Customer satisfaction is going up incrementally every month, and there’s a huge shift towards being a customer centric sector, making strides ahead of utility providers. A big push has just been through on increasing competition, the seven day switching proposition. Actually, as it turns out, people are generally speaking quite happy with their bank. They’re by no means delighted, but then who gets excited to phone the bank?

Go play with something else Ed, you’re trying to fix something that’s not actually broken.

Get better with every iteration

Monkey evolving into manI read today an interesting article about national debt and the deficit which in part caused it’s creation.

I suspect what I’m about to write may hold some inaccuracies, but as usual it’s my usual ramblings through my own thoughts, aired publicly for your amusement. And perhaps ridicule.

I find it odd that a country with wealth like ours can be so indebted. It is said that as you earn more, your lifestyle accordingly becomes more expensive, thus never really making you any more wealthy. I relate directly to that theory; I earn now perhaps three or four times what I did in my first full time job, but my proportionate disposable income doesn’t seem to be any greater. What with two mortgages, two vehicles, a menagerie of animals and a child, my turnover has never been higher, and my own money never been more scarce.

Does this relate then to how countries operate? Could it be that whilst astronomic in size, it’s much the same theory? We know we can afford more, but instead of being content with that notion we buy more, we effectively take on more debt.

I worry quite a bit about deficit. It’s a scary word. If I ran my accounts in deficit I wouldn’t be able to sleep, I’d have the bank calling, I’d have Mandy to answer to, but yet the country in which I reside has done it for so long. The very nature suggests an unsustainable pattern, which I think has gone on far too long. In 2007 the level of debt compared with GDP stood at 44 percentage points; last year it doubled to 88 percentage points. And it’s still climbing.

Don’t get me wrong, I fully believe that the current government are doing a sterling job of reducing it. By 2018 our deficit will be just two percent of the GDP, and the trend looks to continue until it becomes a surplus, and we can finally start to reduce the burden I often think about.

My worry is, rather unusually, democracy. Don’t worry, I’m not about to condemn it as a poor solution, but it does mean short tenures don’t ensure policies get followed through with.  We’re making great strides, especially in the welfare arena but I do worry that a change in 2015 may well undo a lot of the good already done.

An insightful person I work with now and again said when he comes to work, he is not creating a better business for himself, he is creating a better one for the next person to run and the person after that. I think in most roles, the majority of any good processes, procedures or models in place were created not by us, but our predecessors, we stand on the shoulders of their successes, and that’s my point here.

To make an entire country successful we have to selflessly ensure that the good we do today will be felt in five, or 10 years time. By creating a culture of helping the next guy do a great job will ensure that he in turn helps the guy after him. That, my friends, is how I would suggest a truly exceptional parliament to run. Enough of the bickering and name calling, enough pointing the finger and claims of “Please Miss, it wasn’t me, it was the one with the blue tie”.

Sustainable business works not only in business, but in every area of the world. It’s evolution, our bodies have being doing it subconsciously for us; we now need to do it consciously.

Get better with every iteration.

I suspect I’m growing up…

Two spoons with Mr and Mrs written onLike most amateur bloggers I feel I’ve become a little cliched in that I’ve not updated my blog for some time, and of course realise that it’s essentially pointless if I don’t update the darned thing every so often.

Sigh, I used to be so disciplined with my posts, if not a little eclectic with topic. So, dear reader, I suppose I should really give you a little insight into what’s been happening recently…

I think I’m justified in saying I’ve finally become a full, proper, bona fide adult. I asked a girl to marry me and as sheer good luck would have it she said yes. Not any girl I assure you, the one my entire world now revolves and the one to give me the best present I could possibly ask for; Jasper.

Now we’re not much into public displays of affection; I imagine so far as the wedding goes, Mandy is dreading that she will inevitably have to prove to the world that we are indeed a couple. But the show must go on, and I hope with every might that it will.

I appreciate there’s nothing ground breaking here, nothing you can take to the bank, but at least I’m back writing again. We’ve started planning the big day, and I’m sure as the inevitable stress of a woman on a mission culminates I’ll have more to say on the matter. For now, wish me luck…