RAF Benevolent Fund 1940 Chronicle results and learnings

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RAF Benevolent Fund 1940 Chronicle results and learnings

  1. 1. Royal Air Force Benevolent Fund BACKGROUND • RAF’s leading welfare charity, providing direct support to 10,000 people each year. £20 million welfare spend
  2. 2. Royal Air Force Benevolent Fund CHALLENGES • Low brand awareness among key audiences • 70% of supporters over 70
  3. 3. Royal Air Force Benevolent Fund BATTLE OF BRITAIN 70TH ANNIVERSARY
  4. 4. Royal Air Force Benevolent Fund WHY A SOCIAL MEDIA CAMPAIGN? • Get away from the usual ceremonies and parades • To show the human impact of war. To put people in the shoes of the men and women who took part as a way of demonstrating the need for our work in 1940 and 2010 • Engage with a new, younger generation of supporters critical for the charity’s future work • Position the RAFBF as a modern Service charity using digital technology to bring the Battle of Britain to a whole new audience
  5. 5. @1940George @1940Jane @1940Mary @1940Alex @1940Frank
  6. 6. BLOGS
  7. 7. TWITTER
  8. 8. FACEBOOK
  9. 9. ONLINE PROMOTION
  10. 10. DAY OF ACTION
  11. 11. END WITH A BANG!
  12. 12. RESULTS - I • 83,551 overall visits • 57,307 unique visitors • 26,382 repeat visitors to campaign site • 2,481 Chronicle followers on Twitter • 1,623 fans on Facebook • 1,457 Twibbon downloads
  13. 13. VISITORS TO SITE
  14. 14. RESULTS - II • 48,085 mentions across social networks • Tweet reach of 320,000 via 200 tweets • 30 – 40 friendly bloggers wrote posts on Day of Action • 100 highly engaged people produced between 31 and 145 pieces of campaign related content each • Database of more than 2,000 engaged social media users
  15. 15. RESULTS - III • Increased traffic to main RAFBF website by 25% • Online donations doubled in 4 months campaign ran • Built RAFBF Twitter following from 25 to 1,200 • RAFBF Facebook fans increased from 10,000 to 12,000 • Built good relationship with Stephen Fry • Change in positioning reflected in posts, online conversations and off-line coverage
  16. 16. ONLINE DONATIONS
  17. 17. DEMOGRAPHICS • Facebook Insights show that we successfully engaged a ‘younger’ generation of supporters
  18. 18. • Day of launch received coverage in Daily Express, Daily Mail and Independent.co.uk • 53 pieces of coverage • Print coverage – AVE = £30,000 + – OTS = 8,000,000 + PR COVERAGE
  19. 19. KEY LEARNINGS • Highly polished campaign leaves less room for spontaneity • Capitalise on Facebook’s Open Graph to enable more people to ‘Like’ specific items earlier in campaign • Identifying and actively seeking relevant conversations to participate in • Capitalise on discussion tab on Facebook • Add email capture earlier in campaign • Make Donate button more prominent earlier in campaign
  20. 20. WHAT NEXT? • Targeted e-newsletter sent to 1940Chronicle supporters with a more than 50% open-rate • 1940 online Xmas card planned with appeal for donations. Followers will be invited to join the RAFBF Facebook page and Twitter feed • Plans to use content as a teaching resource (we are in talks with the Historical Association)
  21. 21. Royal Air Force Benevolent Fund THANKS FOR LISTENING! Any questions? Ann-Mari Freebairn Head of Communications annmari.freebairn@rafbf.org.uk

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