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Presented by Chris Norman and Micky Stemmer20 May 2008
Good Bites…on big appeals
Thursday 30th August
Beyond business-as-usual
• Important
• Need
• Relevant
• Specific
• Emotional
• Rewarding
• Appeal schedule
• Programme topic
• What you can/can’t say
• General funds
• Case study/photos
• Feedback
Big Special Appeals
• What would you do with an extra £1,000,000?
• Exceptional: expenditure, effort, commitment, donors
• Funding the work, not the organisation
• Focused goal galvanises the organisation, tells a bigger story
• What excites staff, excites supporters
• Worth investing a bit more in content and feedback
It works for you, because it works for the supporter
Greenpeace Rainbow Warrior III
Greenpeace Rainbow Warrior III
Community Pack elements pushing to blog
Delivering a Big Appeal
1. 1. Build your campaign story around supporters
2. 2. The Restriction Question: ring-fenced programme
3. 3. The need has to be Specific, Important, Urgent
4. 4. Use the opportunity for integration across organisation
5. 5. Feedback real impact. Take people there
6. 6. Congratulate
Good Bites
30th August 2012
RLSB: Good Bites PresentationAugust 201218
Why do a mini-big appeal?
Background to Little Heroes
Key principles for the appeal
What we did
Results so far
Key learnings
RLSB: Good Bites PresentationAugust 201219
1.Raise money
2.Gives fundraising a focus & builds team spirit
3.Appeals to donors
Why do a mini-big appeal?
RLSB: Good Bites PresentationAugust 201220
1.Poor morale of staff
2.History of fundraising failure
3.Nursery our ‘crown jewel’ service
Background to Little Heroes
RLSB: Good Bites PresentationAugust 201221
1.Testing ideas
2.Integration
3.Organisational wide involvement
Key principles for the appeal
RLSB: Good Bites PresentationAugust 201222
What we did – direct mail
Mailing to warm donors
Personal invite to potential major donors to visit nursery
RLSB: Good Bites PresentationAugust 201223
What we did - telephone
Called current and lapsed regular givers.
Asked them to advocate for the appeal.
Will follow up with a reactivation / upgrade call in September
RLSB: Good Bites PresentationAugust 201224
What we did – community fundrasing
Focus on collections and home money boxes
Looked to engage new community support in Kent
Town challenges with fundraising team
RLSB: Good Bites PresentationAugust 201225
What we did – mobile
Panels on trains - £3 donation ask
Distributed over 1,000 posters through the town challenge
Followed up with an advocate ask
RLSB: Good Bites PresentationAugust 201226
What we did – online
Created microsite
Tested banner ads
Blogger engagement
Daily blog
RLSB: Good Bites PresentationAugust 201227
What we did – PR
Celebrity messages
Local media
Radio ads
RLSB: Good Bites PresentationAugust 201228
Mobile giving• Nearly 700 texts against a 500 target. • Over 60% agreed to advocate.• Cost per acquisition around £70 & 7 month break even
(based on 50% penetration, 20% yes to direct debit)
Results so far – the good
Parental & staff support• Over £10,000 has come from parents, nursery staff and
their family, friends etc
RLSB: Good Bites PresentationAugust 201229
Results so far – the ok
Direct mail• Over 15% response rate• Average gift of ~£27 (30% higher than usual)• Ten gifts of £250 or over
PR• Lots of coverage, including national press and TV• Not converted to donations• Radio produced little response
RLSB: Good Bites PresentationAugust 201230
Results so far – the indifferent
Collections• Real struggle to place the boxes• Public collections have struggled - £80 from Tunbridge
Well’s train station• Had to look for a community plan B
Telephone• High agreement to advocate – over 60%• Not translated to income• Could still come good if upgrade, reactivation, DD sign
up rates are improved
RLSB: Good Bites PresentationAugust 201231
1. Major gift matched funding
2. Cold mailing
3. Text follow up
4. Little Heroes day – 21st September
The final month
RLSB: Good Bites PresentationAugust 201232
1. Abandon things that don’t work quickly
2. Cold community ask much harder than expected
3. Texting working well, but key is conversion
4. Start with your warm donors
5. Created a lot of internal goodwill and support
Key learnings for the appeal
RLSB: Good Bites PresentationAugust 201233
p.s Would you like to help reach the target?
• You can text NURSERY to 70007• Help spread the word via Facebook & Twitter• Help raise money (all donations matched) on Friday 21st
September
Any questions?
Craig Linton – Head of [email protected]@frdetective