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NFPtweetup 8: RAFBF 1940 chronicle presentation NFPtweetup 8: RAFBF 1940 chronicle presentation Presentation Transcript

  • RAF Benevolent Fund
  • A bit of background...
    RAF’s leading welfare charity, provide direct support
    to 10,000 people each year. Started in 1919.
    BUT...
    • Low brand awareness among key audiences
    • 70% of supporters over 70
    • Seen as a little ‘stuffy’/traditional
    • Competing with more exciting brands like Help for Heroes
  • Battle of Britain 70th anniversary
    Opportunities
    Biggest aerial battle in British history
    Lots of RAF related online communities to tap into
    Challenges
    Danger of reinforcing image of traditional, veterans charity
    Lots of military/RAF related organizations want a slice of the pie. How to differentiate ourselves?
  • Introducing
    1940 Chronicle...N
    • 1940s newspaper site, daily news on Battle of Britain
    • Five 1940s characters who blog and tweet about their personal experiences of the Battle
    • Live interaction on Twitter
    • Updates on Facebook
    • Long running campaign
  • The people
    @1940George
    @1940Jane
    @1940Frank
    @1940Alex
    @1940Mary
  • The blogs
  • Characters on Twitter
  • Live interaction
  • Chronicle on Facebook
  • Getting the RAFBF message across
    Subtle – runs throughout story, eg.
    Mary often talks about burns victims being helped by the RAFBF
    Chronicle news stories about RAFBF
    Chronicle ran an appeal on behalf of the RAFBF
    But always in character to keep it authentic
  • Calls to action
    Very gradual approach, built relationship first
    Started with soft asks – RAFBF advert, spotlight links to Heartfelt Thanks campaign site and to donate
    Letters to editor for data capture
    Then added donate button and ran appeal in character in August
    Added ‘say thank you’ data capture mechanism in last couple of weeks
    RAFBF Twitter account follows all Chronicle character followers
  • Online promotion
    Identified and approached key influencers
    Wrote in character on forums
    Facebook advertising
    Day of action – Battle of Britain day – 15th September!
  • Day of action – 15/09/10
    Big focussed outreach effort for one day. Contacted people we’d identified as key influencers and asked them to show their support on Battle of Britain Day by taking an action online
  • Actions
    ‘Twibbon it’
    ‘Shout it’
    ‘Be a hero’
    ‘Start a trend’
    ‘Blog it’
    ‘Play your part’
    Leave a message of thanks
  • Results so far
    19,600 repeat visitors to campaign site (43,000 unique visitors)
    183% Increase in online donations after adding donate button to Chronicle site
    Grown RAFBF twitter following from 25 to 746
    Lots of great coverage
    Support from Stephen Fry
    Increase in brand recognition amongst target audiences
    Data capture – expanded email database
  • Future opportunities
    Possibility of resurrecting characters for future campaigns/appeals
    Possible teaching resource
  • Thanks for listening!
    Any questions?
    Yvonne Struthers
    Online Communications Manager
    @ystruthers
    Yvonne.struthers@rafbf.org.uk