A brand that delivers
for fundraising
	
  
Mark Bishop and Vivienne Francis
24 October 2013
The starting point for change
•  Unmemorable generic charity name
•  Considered, authoritative, conservative in
language a...
 
	
  
	
  
 
	
  
	
  
Did people remember our advertising?
Comparable campaigns indicate we
punched above our weight
Did Sledgehammer help
crack fundraising success?	
  
	
  
Assessing impact on…
• 
• 
• 
• 
• 
• 

Income generated right away
Building the database
Halo impact
Supporting cultivati...
Fundraising
The Sledgehammer Fund Campaign Income (Jan – Mar 2013)
£
Bill Bailey TV

43,025

Betting Ads TV

7,030

Press ...
Assessing impact on…
• 
• 
• 
• 
• 
• 

Income generated right away
Building the database
Halo impact
Supporting cultivati...
Assessing impact on…
• 
• 
• 
• 
• 
• 

Income generated right away
Building the database
Halo impact
Supporting cultivati...
Assessing impact on…
• 
• 
• 
• 
• 
• 

Income generated right away
Building the database
Halo impact
Supporting cultivati...
Assessing impact on…
• 
• 
• 
• 
• 
• 

Income generated right away
Building the database
Halo impact
Supporting cultivati...
This Big or This Small?
•  The campaign only generated 1/10th of
what we spent on it
•  The campaign has helped us win get...
Top tips
1.  Objectives – Know them and narrow them
2.  Conflicting aims – embrace differences
3.  Be ambitious but realis...
A brand that delivers for fundraising
A brand that delivers for fundraising
A brand that delivers for fundraising
A brand that delivers for fundraising
A brand that delivers for fundraising
A brand that delivers for fundraising
A brand that delivers for fundraising
A brand that delivers for fundraising
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A brand that delivers for fundraising

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Vivienne Francis and Mark Bishop, Prostate Cancer UK
Brand development conference
www.charitycomms.org.uk/events

Published in: News & Politics, Business
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A brand that delivers for fundraising

  1. 1. A brand that delivers for fundraising   Mark Bishop and Vivienne Francis 24 October 2013
  2. 2. The starting point for change •  Unmemorable generic charity name •  Considered, authoritative, conservative in language and visual identity •  Didn’t resonate with men. Rather distant, authoritative and cold talking to educated, middle England •  Need to - “Man up”, be bold, direct, assertive and position men at the centre of everything we did
  3. 3.      
  4. 4.      
  5. 5. Did people remember our advertising?
  6. 6. Comparable campaigns indicate we punched above our weight
  7. 7. Did Sledgehammer help crack fundraising success?    
  8. 8. Assessing impact on… •  •  •  •  •  •  Income generated right away Building the database Halo impact Supporting cultivation Existing partners Other
  9. 9. Fundraising The Sledgehammer Fund Campaign Income (Jan – Mar 2013) £ Bill Bailey TV 43,025 Betting Ads TV 7,030 Press Ads 9,370 Nutcracker Suite 12,726 Web Donations 82,889 TOTAL 155,040 (2012 was 30,300)
  10. 10. Assessing impact on… •  •  •  •  •  •  Income generated right away Building the database Halo impact Supporting cultivation Existing partners Other
  11. 11. Assessing impact on… •  •  •  •  •  •  Income generated right away Building the database Halo impact Supporting cultivation Existing partners Other
  12. 12. Assessing impact on… •  •  •  •  •  •  Income generated right away Building the database Halo impact Supporting cultivation Existing partners Other
  13. 13. Assessing impact on… •  •  •  •  •  •  Income generated right away Building the database Halo impact Supporting cultivation Existing partners Other
  14. 14. This Big or This Small? •  The campaign only generated 1/10th of what we spent on it •  The campaign has helped us win getting on for double the £1.5 million it cost us and was a roaring success
  15. 15. Top tips 1.  Objectives – Know them and narrow them 2.  Conflicting aims – embrace differences 3.  Be ambitious but realistic 4.  Follow a multi-year approach 5.  Seek internal alignment 6.  Lead times 7.  Monitoring systems 8.  Engage existing stakeholders 9.  Honesty when looking back 10. Learn and refine
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