Free webinar on Wednesday October 4th, 1-2pm
A masterclass in becoming audience-led
In conversation with Laurane Jackson, Integration Lead at Barnardo’s
A candid conversation about Laurane’s personal journey to becoming audience-led, including:
How it helps her achieve more in her Integration and IG roles
The breakthrough moments on her journey
What she enjoys about this empathetic way of decision-making
Advice to others who want to start their own journey
And as a bonus, get the replays to The Red Thread Challenge, the free live training to make your charity’s message audience-led
Host, Chloë Amstein,
Audience-led Strategist
I'm Chloë, the charity consultant that has helped more than 150 charity people become audience-led.
With 18 years’ experience under my belt, including leadership roles at WaterAid and Good Agency, I’ve made it my personal mission to codify how to become audience-led - and share it far and wide.
I'm a Strategist, DM practitioner, mentor, trainer, speaker.
I host the annual ‘Red Thread Challenge’, lead the sell-out course ‘See through my eyes’, and speak on all things audience-led at places like IFC and CIOF.
Guest speaker, Laurane Jackson,
Integration Lead, Barnardo’s
I’m Laurane, and I care deeply about creating communications that really speak to people.
My journey to being audience-led began in Individual Giving, where I wanted to stop the reliance on ‘itch and scratch’ style of fundraising.
Today, I help Barnardo’s apply the audience-led mindset to big annual flagship campaigns, bringing others together to put people at the heart of our decision making.
Becoming audience-led isn’t easy, but it’s worth it. Because now I can now proudly stand behind my campaigns. They’re in line with my values.
Sign up for the masterclass (replay available), and get The Red Thread Challenge as a bonus
The challenge is live now. Catch up and then join in.
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Session #1 Replay available
Say goodbye to stereotyping your audience, and hello to real, interesting people
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Session #2 Replay available
Learn to identify the deeper drivers that help bond your audience with your charity and cause
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Monday Oct 2nd, 1-1.30pm
Get writing a values-based message to attract your audience and pull on the brainpower of others in the challenge
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Wednesday Oct 4th, 1-2pm
A masterclass in what it really takes to become audience-led, with Laurane Jackson, Integration Lead at Barnardo’s.
Some of my lovely clients
FAQs
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Yes, absolutely. You don’t need to have been part of The Red Thread Challenge. But if you do take part, you’ll get to experience the first steps to being audience-led.
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The red thread is the unique blend of emotions, values and beliefs that bind your audience and your charity together. It’s the deeply held things that you have in common and give you the power to create relevance and meaning in every communication.
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Think of a challenge as a short sprint to achieve a very specific goal. There’s just a few simple questions or actions for you to do from each live training, many of which you can do during the training itself. This challenge will help you make your message audience-led.
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Anyone who works in Communications or Fundraising and is involved in developing cause-led creative work. You likely enjoy words and understanding what makes people tick.
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No, you don’t, you can dip in and out as you like. But last year, 7 out of 10 people who started the challenge came to all the sessions, they got so much free value from it.
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Yes, there will a replay made available after each live training.
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You may not think you have any insight, but I will show you simple, quick ways (I promise!) of looking for insight that you likely already have - even if you have never invested in research or have mountains of the stuff.
Nicolle Porter, Senior Marketing Manager at Unicef, who was part of the 2022 challenge said:
“The Challenge help me realised we have lots of insight and actual supporters words lying around... we just need to look for it and pull it together (plus continue working on the skills we started here to use it!)”
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No, there’s nothing you need to prepare.