Effective Citizen Engagement Strategies for Local Governments
Engaging citizens through mail can help local governments bridge funding gaps, build trust, and deliver lasting results. Addressed mail has the highest recall rate among communication channels, ensuring messages are remembered and impactful. With a significant percentage of the population still not using the internet, traditional mail and door drops remain crucial for reaching diverse audiences. Public support plays a critical role in how councils deliver services, emphasizing the need for effective communication strategies.
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ENGAGE CITIZENS WITH MAIL FOR LOCAL GOVERNMENT February 2020 YOUR LOGO GOES HERE MAIL IS REMEMBERED MAIL STAYS IN THE HOME MAIL DELIVERS LASTING RESULTS MAIL REACHES EVERYONE MAIL IS TRUSTED Classified: RMG Internal
HAVING TO DELIVER MORE FOR LESS Local services face a 7.8 billion funding gap by 2025 Classified: RMG Internal
ENGAGING PUBLIC EFFECTIVELY IS CRITICAL Public support is critical and impacts how councils deliver services to the local community: 58% 49% 38% Are concerned about how budget reductions will affect the community Are concerned about the impact the reductions is going to have on them Say they do not think the council is getting more efficient 3 Classified: RMG Internal Source: APSE, Association for Public Service Excellence, 2017
MAIL CAN REACH EVERYONE AND THERE ARE STILL AUDIENCES LOCAL COUNCILS HAVE TO REACH 10% of the UK are still internet non-users, not used in the last 3 months or ever Not used the internet at home Age 65+ Index 269 Not used the internet at home Social grade E Index 244 Not used the internet at home Those receiving housing benefit Index 149 4 Classified: RMG Internal Source: TGI, Q1 2020, ONS 2019
NOT FORGETTING DOOR DROPS 98% Consumers receive and see door drops 5 Classified: RMG Internal
ADDRESSED MAIL HAS THE HIGHEST RECALL 81% RECALL SEEING SOME FORM OF COMMUNICATION FROM THEIR LA IN THE LAST 12 MONTHS 70% What people recall receiving from their Local Authority unprompted awareness 60% 61% 50% 40% 30% 24% 20% 10% 11% 9% 8% 5% 5% 4% 4% 2% 2% 1% 3% 0% Post Door drop Local weekly newspaper Email Local magazine Posters, billboards, outdoors Local radio Leaflets in Social media Posters in public buildings Text Local meeting Other channel addressed to me public buildings message 6 Classified: RMG Internal Source: Royal Mail Local Government Research, Illuminas, 2017
MAIL IS PREFERRED BY ALL AGE GROUPS FOR LOCAL GOVERNMENT COMMUNICATIONS Mail Email Social media Text message 57% 52% 48% 48% 45% 44% 41% 41% 40% 34% 33% 34% 32% 33% 32% 32% 33% 16-29 32% 30% 30% 30% 27% 28% 26% year olds 22% 21% 20% 20% 18% 16% 16% 14% 12% 8% 6% 6% 6% 5% 5% 4% 5% 4% 4% 4% Council Tax Local Elections Updates on Council Environment & Housing Passes and badges Social Care Services and Health & Wellbeing Education / Work / Economy Volunteering & Community Tourism / Events Benefits 0% 0% 0% 0% 0% 0% 0% 0% 0% 1% 1% 1% 1% 2% 2% 2% 2% 3% 3% 3% 3% 4% 65+ 26% 28% year olds 38% 37% 38% 40% 41% 42% 42% 43% 43% 53% 54% 55% 55% 56% 58% 59% 59% 61% 71% 72% 7 Classified: RMG Internal Source: Local Government Research 2017 Royal Mail MarketReach, Illuminas
THE LONGER MAIL IS KEPT THE BIGGER THE IMPACT How long have you kept it for Up to 2 days A few days to 2 weeks 3 weeks to 2 weeks 3 months or more % agree strongly or slightly It made me feel more valued by the Local Authority 27 21 24 13 It made the Local Authority seem friendlier 17 32 24 31 It made the Local Authority seem more approachable 19 31 26 34 It made me feel more positively towards the Local Authority 16 31 29 37 8 Source: Royal Mail Local Government Research, Illuminas 2017. Base: all received mail comms for topics other than Council Tax: Up to 2 days (210; A few days to 2 weeks (240); 3 weeks to 2 months (253); 3 Classified: RMG Internal months or more (340).
MAIL HELPS OVERCOME BARRIERS MAIL IS MORE LIKELY TO BE READ IN FULL EVEN IF READERS VIEWS ARE NOT REFLECTED Extent to which communication has been read / consumed which somewhat / strongly differed from my views. 11% 11% 11% 10% 11% 14% 15% 22% 24% 35% 37% 38% 39% 36% 67% 62% 53% 52% 51% 50% 49% Door drop Mail Newspapers Social media Radio Television Online other than social media Read / watched it in full Read / watched some of it Skim read / vaguely watched it 9 Source: Communications in Electoral Engagement, Royal Mail MarketReach, Illuminas 2017 Classified: RMG Internal Base: All answers on communications which somewhat / strongly differed from views by media (excluding leaflets & magazines)
GOLD STANDARD DATA SHOWS GOVERNMENT MAIL OUT-PERFORMS OTHER MAILERS 4.8 4.9 4.7 5 4.2 4 1% 3 99% 2 1.17 1.16 1.16 1.13 1 99% of Government / Council mail is engaged with Versus 96% for all other mail 0 All Addressed Mail Government Council All Business Mail Government Council Business Mail Addressed Mail Reach Frequency 10 Classified: RMG Internal Source: MICMAIL, Q2 2017-Q1 2019 Addressed advertising/Business Mail. Bases: All Mail 72,595, Government/Council Mail 5,032
PHYSICAL ENGAGEMENT HIGH AT HIGHER LEVELS THAN ALL OTHER MAIL 90% 81% 80% 74% 66% 70% 64% 60% 50% 42% 41% 40% 30% 25% 24% 23% 21% 16% 20% 14% 12% 11% 11% 9% 10% 0% Opened it Read/looked/glanced at it Passed it on/left out for the person it's for Used/did something with the information Government/council Mail Filed it for reference or records Threw it away/recycled Put in the usual place Put it aside to look at later All Mail 11 Classified: RMG Internal Source: MICMAIL, Q2 2017-Q1 2019 Addressed advertising/Business Mail. Bases: All Mail 72,595, Government/Council Mail 5,032
SOCIAL ACTIONS HIGH ALL MAIL DRIVES 32% OF PEOPLE TO ACT GOVERNMENT MAIL DRIVES 46% OF PEOPLE TO ACT 300 Actions per thousand mail packs 250 250 200 181 139 137 150 129 100 83 59 54 50 23 17 0 Buying behaviour Planning and searching behaviour Discussion with someone Online behaviours Contacting the sender All Mail Government/Council Mail 12 Classified: RMG Internal Source: MICMAIL, Q2 2017-Q1 2019 Addressed advertising/Business Mail. Bases: All Mail 72,595, Government/Council Mail 5,032
GETTING INFORMATION OUT ACCURATELY AND WITH IMPACT PROBLEM Rotherham Metropolitan Borough Council send a calendar to 116,000 residents to remind them of their rubbish day and what to recycle in which bin. Hand delivery had been the cheapest option but it led to a large number of complaints from roads that were missed or had been delivered the wrong calendar with the wrong collection day. This resulted in increased calls into the Council, extra postage to supply the right calendar and bin crews having to make extra collections. SOLUTION In 2015 Rotherham switched from hand delivery to mail delivery. This tackled three core issues: The right calendar was sent to the right residents, first time. The impact meant that a personally addressed envelope got more attention. And, as they were changing the service, it needed to land precisely before Christmas to inform residents of the changes. RESULTS The number of complaints dropped saving time and money. The number of returns fell to 1% too, proving that mail was the most reliable way to deliver the calendar. 13 Classified: RMG Internal Case Study Courtesy of: Paul Hutchinson, Waste Officer, Rotherham Metropolitan Borough Council
MAIL MAKES HOMES WARMER BACKGROUND Every winter, the Housing Regeneration Team at Durham informs residents within the county what help is available to them via the Warm Homes Campaign. It is critical to reach those who are struggling to stay warm and pay their energy bills especially during the cold winter months. SOLUTION Mail was identified as the main mechanism for informing eligible residents based on key strengths. Mail is the most cost-effective way of reaching a very targeted group of individuals It is addressed personally to the individual resident, making it more likely to be opened & acted on Mail feels official partner organisations help Durham fund the scheme but feedback from residents is that the scheme feels genuine and trustworthy when the message comes from Durham County Council. RESULTS Across the rolling programme a 3% response rate is deemed a success results for this campaign smashed this with a 5.2% response rate. 14 Classified: RMG Internal Source: Cliff Duff, Durham County Council, Housing Project Manager
THANK YOU YOUR LOGO GOES HERE MAIL IS REMEMBERED MAIL STAYS IN THE HOME MAIL DELIVERS LASTING RESULTS MAIL REACHES EVERYONE MAIL IS TRUSTED Classified: RMG Internal
