Following the Audience, Not the Target: RNIB’s journey to Supporter Engagement

In a sector where impact depends on meaningful connection, being audience-centric is no longer a nice-to-have, but mission-critical. Charities must adapt to shifting expectations and behaviours if they want to stay relevant, build trust, and grow sustainably.

Join RNIB and manifesto as we share how RNIB redefined what success looks like. Shifting from transactional digital tactics to an audience-centred approach rooted in real audience research blended with AI-generated insights, A/B testing and segmentation empowered by tools like VWO and Dot Digital to deliver more personalised, empathetic digital experiences.
By empowering teams with the right tools to move away from assumptions through an open discovery process and moving away from pre-defined solutions to audience insights based on their experiences and perception, RNIB achieved a positive uplift in supporter engagement and internal shift in the way teams collaborate and evaluate success.

This session will explore the mindset, methods, and tools that made this transformation possible, and how you can apply the same principles to drive deeper audience engagement in your organisation.

Key learnings from this session:

• How to Shift Mindsets from Targets to Needs
• Move from KPI-focused strategies to approaches that prioritise audience insight and user needs
• Tools and Techniques for Personalised, Data-Driven Experiences
• Embeding Design Thinking Process to Your Team
• Equip your teams with practical methods for ongoing optimisation and audience-led decision-making