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CHARITYCOMMS5 Of the Best Charity Campaigns | 2016
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© MYNEWSDESK 2016
Introduction
• Our 5 favourite campaigns (and why!)
• What are the key components of a great charity campaign?
• Setting KPIs on your charity campaigns (workshop)
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MACMILLAN -#NOTALONE.
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The campaign…• Follows story of a cancer patient
• Aims to show MacMillan is more than a “nurse
provider” - holistic support comprising of
palliative care, information, physiotherapy
treatment and financial advice
• Multi-channel - TV / radio / social media
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What made it so great?• Targeted ads: TV commercial
during Coronation Street
• Multi-channel campaign
• Website content - #NotAlone
stories
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The results…• Continuous coverage across The Drum, The Mirror and other media
• Raised awareness of how & where to get support
• Fundraising for their services
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UNILVEVER -#BRIGHTFUTURE
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The campaign…
• Aligned with charities
• Series of stories, adverts & videos about how
Unilever’s brands have supported charities
(social good)
“People increasingly care about how the decisions they make affect the
world we live in. Our Bright Future campaign shows people that when
they buy our products they’re not just purchasing a bar of soap, they’re
enabling children to live past the age of five by helping to teach hand-
washing; and they’re helping children access education,”
Keith WeedChief Marketing Officer
2016’s Best Charity Campaigns - Mynewsdesk
© MYNEWSDESK 2016
“People increasingly care about how the decisions they make affect the
world we live in. Our Bright Future campaign shows people that when
they buy our products they’re not just purchasing a bar of soap, they’re
enabling children to live past the age of five by helping to teach hand-
washing; and they’re helping children access education,”
Keith WeedChief Marketing Officer
2016’s Best Charity Campaigns - Mynewsdesk
© MYNEWSDESK 2016
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What made it so great?• Based on consumer research
• Tapped-into consumer interests
• Identified higher purpose for social good
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The results…• #brightfuture has been rolled out in over 35 countries (to date) with over 7,500
employees actively engaged in the ‘movement’
• Improved the health and hygiene of around 482 million people, as well as reducing
CO2 emissions from energy by 39% per tonne of production*
• Continuous coverage
claims to have improved the health and hygiene of around 482 million people, as well as reducing CO2 emissions from energy by 39% per tonne of production
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STROKE ASSOCIATION - MAKE MAY PURPLE
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The campaign…
• Annual awareness month
• Key objective: to raise awareness of Stroke in the UK and
to get people talking about a condition that kills more than
cancer in the developed world
• People are invited to show their support for people affected
by strokes
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What made it so great?• Clever use of media contacts (“sense checking)
• Fundraising by targeting relevant groups / communities
• Created a “buzz” with newsroom stories
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The results…• Covered over 2,500 times
• 17 international news headlines
• All major UK TV news programmes covered
the story (inc. BBC, ITV, Sky)
• Increase in fundraising YoY
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CALM - AGAINST LIVING MISERABLY
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The campaign…• “Heads Together” - a mental health
campaign called Heads Together, to
challenge the stigma of mental health
problems.
• Brand advocates include Professor Green
& Duke & Duchess of Cambridge
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What made it so great?• Leveraging brand influencers
• Embargoed content
• Content hub
• Smart partnerships
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The results…
• CALMzine recently won Best Publication at the Mind Media Awards
• Shortlisted for multiple awards including Charity of the Year
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CAFEART -MYLONDON CALENDAR
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The campaign…
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What made it so great?• Using art to address a tough topic
• Helping people help themselves
• Raising awareness
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The results…• Project has expanded globally
• Demand for calendars has increased (7,000 to be printed)
• Homeless people can directly participate and earn money from the calendar sales whilst
covering their own costs
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KPI WORKSHOP!
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Campaign KPIs
Agenda
• What are KPIs and why do we need them?
• How to review and create KPIs- Review your existing KPIs
- Creating KPIs from scratch
- Audience and customer personas
- Content personas
- Content SWOT
- SMART Goals
• Create a Campaign Outline and Action Plan!
What are KPIs?
• Key Performance Indicators are a set of measurements that quantify
results.
Why do you need KPIs?To work out :
• How you are performing against your goals?
• What is working and what doesn’t work?
• Where do you need to focus your efforts?
• What is going to motivate and inspire your audience?
• What is going to motivate and inspire your team to care about reaching
these goals?
Reviewing existing KPIs… 5 mins
• Get a partner
• State your KPI, ask why using the
phrasing, repeat five times!
• If you get stuck at …. “because”…
or “I don’t know”, it’s worth asking
whether that KPI is appropriate
Create KPIs from scratch
• Business Goals
• Customer/ Audience Personas
• Content personas
• Content SWOT
• SMART Goals
• KPI Matrix
Brainstorm Business Goals… 5 mins
• Work back from business goals.
What is important to your business?
• Get a piece of paper and
brainstorm about the wider aims of
your business
• Answers will inform the types of
metrics you require
Audience Personas...getting started
• Create the audience personas that
you are targeting in your campaign
• Study your readership using
technology
• Think about the motivation behind
consuming the content you already
create
• Example
Audience Personas... 5 minutes!
• Who is it?
• What are their problems and desires?
• What kind of content do they consume?
• Where do they consume content?
• How can you engage them?
• What is their number one challenge?
• What trends are driving their industry?
• What one need can you fulfill?
• What’s the best way to solve those needs with
content—through video, white papers, blog
posts, press releases, newsletters etc.?
Content Personas
FUNNEL
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
SMART goals
SMART goals
PEOPLE MEANING
SMART goals, strategies and KPIs: 15 minutes
What do you want to Achieve?
What’s your method/ actions?
How are you going to measure results?
Who do you need to help you achieve this?
What do you expect to achieve?
What were your results?
Final thoughts
● Make sure you review your KPIs/goals! As they are time-bound, once you have
reached a time stamp, review your goals.
● Decide whether the meaning you derived from the numbers was meaningful to
the business goals.
● If you are feeling apathetic about hitting your targets it’s because they
were probably the wrong targets.
Questions...
Additional Resourceshttp://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk
8 December 2016
London#charityPR
Behind the headlines:
getting your charity’s story
into the news
