Putting supporters back in charge

Putting Supporters Back in Charge

Matthew Sherrington IoF National Convention 2012

In the beginning....

Eglantyne JebbFounder, Save the Children

Heroes

Harry Moseley

What’s going on and what do supporters want?

Supporters back in charge

• Supporters don’t care about your targets.

• They care about people, curing cancer, ending poverty, saving lives, protecting animals, defending human rights.

• The more you connect them with the mission, the more they’ll do to help you achieve it.

Build your Story around Supporters

Strategy and Story

PROGRAMME:

What you do

SUPPORTERS:

What they care about

MISSION:

what you want to achieve

Str

ateg

y Story

Closingthe gap

It’s not about you

What you do

What people want

RelevanceInterestValueConnection

It’s not about you ...

“us together” brand expressions

Supporter Mission Manifesto: What it will take, and how we will do it together ...

Together, we can protect and restore X DIRECTLY by doing A, B, C.

Governments need to do the right thing, and need to be reminded.

Companies/Landowners need to do best nature-friendly practice

People themselves. Behaviour. Attitude. Involvement.

SAVING OUR BIRDS AND WILDLIFEWhat will it will take, who has the power and resources, who can decide, why aren’t they doing it?

YOUR MONEY, OUR EXPERTISE, PEOPLES’ ENERGY. JOIN NOW.

YOUR VOICE. JOIN THE CAMPAIGN.

YOUR CONSUMER POWER. TAKE ACTION.

YOUR PASSION, TIME, ENJOYMENT. DO YOUR BIT. VOLUNTEER.

Conservation science; policies and best practice; protecting/restoring species and habitats; partnerships and mobilised people

Make the Mission Tangible

Christian Aid

Buy a net. Save a life

Save the Children Build it for Babies Appeal

Oxfam: Tag your Bag

Oxfam: Tag your Bag

Make the Mission Personal

Cancer Research UK: My Projects

St. John’s Ambulance: first aid responder

St. John’s Ambulance - experience

St. John’s Ambulance - ask

British Heart Foundation: Hard and Fast

Greenpeace Rainbow Warrior III

Greenpeace Rainbow Warrior III

Greenpeace Rainbow Warrior III

Mr Sherrington and friends

Greenpeace Rainbow Warrior III

Encourage participation. Make it Fun

Sierra Club: Share your piece of America

Sierra Club: Share your piece of America

Sierra Club: Share your piece of America

RSPB: Make Your Nature Count

Greenpeace Chainsaw BarbieGreenpeace Ken

Greenpeace Chainsaw Barbie

Greenpeace Chainsaw Barbie

Greenpeace Chainsaw Barbie

Volunteering

ActionAid: First Hand Experience

Take me there and Show me

Oxfam: See for yourself

Plan: Sponsor a child for a weekend

Plan: Sponsor a child for a weekend

charity:water: we prove every dollar

charity:water: we prove every dollar

Save the Children: East Africa Fill a Truck

You helped win vaccines for 60 million children

I CAN: Adopt a Word

I CAN: Adopt a Word

I CAN: Adopt a Word

Putting the Supporter in Charge

1. 1. Build your Brand Story around Supporters

2. 2. Make the Mission Tangible and Personal

3. 3. Encourage Participation, Make it Fun

4. 4. Take People there and Show them

5. 5. Involvement in the Real World

6. 6. Congratulate

"Long after people forget what you did for them,

they will remember how you made them feel."

Engagement: creating emotional memories

Walt Disney

Quebec Recycling Campaign

Thank you!

matthew.sherrington@thegoodagency.co.uk

Twitter: @m_sherrington

@thegoodagency