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Matthew Sherrington delivered this session at the Institute of Fundraising National Convention 2012.
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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
