Extending your reach on a limited budget

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Patrick Olszowski, and Emma Nye, Stroke Association
Digital impact conference
www.charitycomms.org.uk/events

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Extending your reach on a limited budget

  1. 1. Stroke Helpline 0303 3033 300 stroke.org.uk Extending your reach on a limited budget Patrick Olszowski Stroke Association Patrick.olszowski@stroke.org.uk Emma Nye Stroke Association Emma.nye@stroke.org.uk
  2. 2. Stroke Helpline 0303 3033 300 stroke.org.uk • Why we needed an email network • Where we started from and where we‟ve got • How the email network works • Giving stroke survivors a platform • Showing impact • Growing activism • Market • Top quality imagery • Testing • Discussion Today!
  3. 3. Stroke Helpline 0303 3033 300 stroke.org.uk • Stroke can be prevented but still happens • Too many survivors struggle after stroke (emotionally, financially as well as with health) • More and more decisions are local • We want to stop stroke & ensure right to recover • Big challenge + small team = need reinforcements Why we needed an email network
  4. 4. Stroke Helpline 0303 3033 300 stroke.org.uk • 800 people receive printed newsletter • Number had been relatively static • Printed campaigners‟ pack • Slow to respond to new subscribers • Not attuned to news agenda • How to change culture and working practices has been biggest challenge Where we started from (pre May 2012)
  5. 5. Stroke Helpline 0303 3033 300 stroke.org.uk Where we’ve got so far (July 2013) • Over 6000 now on email • Open rate is 37% on average (not-for-profit average of 16% - http://bit.ly/Qaal8l) • Open-to-action rate is 23% (not-for-profit advocacy emails 4.2% - http://bit.ly/1b9CB4B) • Growing interest from organisation
  6. 6. Stroke Helpline 0303 3033 300 stroke.org.uk • Dotmailer and ThankQ • Can sign up at www.stroke.org.uk • We are open about why we want data • Postcode is the key field along with email – note we don‟t ask for full address • New language - in line with our new brand How the email network works
  7. 7. Stroke Helpline 0303 3033 300 stroke.org.uk Giving stroke survivors a platform • What matters to you? • What helped you recover? • Personal stories in each • We create dynamic content by region and nation • Lack some postcodes – so work underway to get these
  8. 8. Stroke Helpline 0303 3033 300 stroke.org.uk Showing impact of action Real world change Raising awareness through 900 people forwarding and helping people like Sarah
  9. 9. Stroke Helpline 0303 3033 300 stroke.org.uk • One call to action in every email – 1st story • Email goes out every two weeks (based on asking recipients) • Overhauled the emails so instead of one thing we cover information on what they want to know – benefit changes, health reforms and prevention advice Growing activism is top goal
  10. 10. Stroke Helpline 0303 3033 300 stroke.org.uk How we market the network • “Receive our newsletter” prominent across website • Plan to convert Campaigners‟ to Supporters‟ newsletter • Printed sign up forms and postcards (on your seats – please join us!) • Survey of 3717 survivors & carers = few hundred joins • Link with stroke clubs and groups • We encourage network to „friendraise‟ • Posters up in Dr‟s waiting rooms + QR code • Facebook and Twitter
  11. 11. Stroke Helpline 0303 3033 300 stroke.org.uk Quality pictures, many uses Report Campaigners’ network Guardian Social Care Network (picture gallery)
  12. 12. Stroke Helpline 0303 3033 300 stroke.org.uk Testing is a crucial part A/B testing: • 3 ways to tell people about stroke support vs. Tell all affected by stroke they‟re not alone • Here‟s what stroke survivors said vs. Are you feeling overwhelmed? • Stroke stories vs. The FAST story Benchmarking against other charities and learning from them
  13. 13. Stroke Helpline 0303 3033 300 stroke.org.uk Discussion

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