Good bites on_integration_final

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Integration is not a new concept. We all know that to stand the best chance of achieving our organisational goals, we need to collaborate on objectives, strategy and tactics. Fundraisers together with campaigners, policy makers with marketers - all with the supporter at the heart of the process. Yet there remains an action gap and silos are still ruling.



Charities that take an integrated approach are beginning to reap the benefits of more engaged supporters, both in terms of donor and advocate numbers. So how do you make it happen?



This free event will provide insight from both a fundraising and a campaigning perspective, share examples of how to get integration right, how to measure success and, crucially, offer advice on how to help solve your integration challenges.

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Good bites on_integration_final

  1. 1. Welcome Roger LawsonStrategy and Planning Director 24th November 2010
  2. 2. Cathy Anderson Supporter Development DirectorCase study
  3. 3. Pyramid of involvement 1 9 90
  4. 4. Leading OwningContributing Acting Observing
  5. 5. Leading OwningContributing Acting Observing
  6. 6. Leading OwningContributing Endorsing Acting Endorsing Observing
  7. 7. 1,300,000 people have viewed the Kitkat ad on YouTube
  8. 8. 300,000 people have emailed Nestle1,300,000 people have viewed the Kitkat ad on YouTube
  9. 9. ~8,000 people stopped and had there first face-to-face conversation with Greenpeace and then wrote to Nestle 300,000 people have emailed Nestle 1,300,000 people have viewed the Kitkat ad on YouTube
  10. 10. 10% of our appeal donors gave an extra gift to our palm oil appeal – in 10 days… ~8,000 people stopped and had there first face-to-face conversation with Greenpeace and then wrote to Nestle 300,000 people have emailed Nestle 1,300,000 people have viewed the Kitkat ad on YouTube
  11. 11. ~1,000 people became Nestle ‘friends’ on Facebook10% of our appeal donors gave an extra gift to our palm oil appeal – in 10 days… ~8,000 people stopped and had there first face-to-face conversation with Greenpeace and then wrote to Nestle 300,000 people have emailed Nestle 1,300,000 people have viewed the Kitkat ad on YouTube
  12. 12. 750 people gave a gift to fund a press ad – 50% of them their first gift~1,000 people became Nestle ‘friends’ on Facebook10% of our appeal donors gave an extra gift to our palm oil appeal – in 10 days… ~8,000 people stopped and had there first face-to-face conversation with Greenpeace and then wrote to Nestle 300,000 people have emailed Nestle 1,300,000 people have viewed the Kitkat ad on YouTube
  13. 13. 9.7% of action takers telephoned have taken out a direct debit @ £70 750 people gave a gift to fund a press ad – 50% of them their first gift~1,000 people became Nestle ‘friends’ on Facebook 10% of our appeal donors gave an extra gift to our palm oil appeal – in 10 days… ~8,000 people stopped and had there first face-to- face conversation with Greenpeace and then wrote to Nestle 300,000 people have emailed Nestle 1,300,000 people have viewed the Kitkat ad on YouTube
  14. 14. 3 people ‘dropped’ in on their AGM 9.7% of action takers telephoned have taken out a direct debit @ £70 750 people gave a gift to fund a press ad – 50% of them their first gift~1,000 people became Nestle ‘friends’ on Facebook 10% of our appeal donors gave an extra gift to our palm oil appeal – in 10 days… ~8,000 people stopped and had there first face-to- face conversation with Greenpeace and then wrote to Nestle 300,000 people have emailed Nestle 1,300,000 people have viewed the Kitkat ad on YouTube
  15. 15. Forest Law Argentina
  16. 16. Forest Law Argentina Create pressure over the Senators to make them approve the Forest Law.To create real pressure into the Senate wewill have to ask for 1 million votes (hopefully getting 5 thousand hundred).
  17. 17. Emailing appeals cycle If voted If opened the email Vote Forward to your contacts Print the chart and make people signIf didn’t vote If didn’t opened
  18. 18. Emailing campaign summaryPercentage of Internet users that voted 9.4%Number voting >1,100,000New cyberactivists >750,000Approached by email ~600,000Response rate ~1%Conversion to regular giving in 2007 ~6,000Approached for regular gift by telephone 170,000Response rate 9.65%Conversion to regular giving in 2007 ~16,500Total conversion in 2007 23,647
  19. 19. Good Bites – Integration Making it workKate Turner, Campaign Manager, WaterAid
  20. 20. Why integrate?•WaterAid lobbying up to and at MDG summit(Policy and campaigns team)•Next part of the story for supportersfollowing on from election•Sanitation push (next slide)•Would integration uplift response?
  21. 21. Top priorities for charities working torelieve global poverty % )* " 7 1 8 )* / 2 0* 5 4 1 /* ) 7 /* ) 6 /* $ 4 5 - * Protecting children rights . s 14% 3 -* Raising awareness of global poverty in the UK 7% 1 -* Reducing the impact of climate change 6% 21 ,* Preventing disasters 5% Speaking up for the rights of poor people 4%2 1 +*1 Tackling gender inequality 3% )* !! ! "#$ % & ( ! $
  22. 22. Advocacy FundraisingGovernmentengagement UK Supporter Comms engagement (f/rStunts in NY and Media and campaigning)London Campaigns(incl blogging) DigitalPolicy report
  23. 23. UK Supporter engagement, messaging TV Inserts Web bannerLots of Fewer Single-minded adsthemes themes proposition ‘Diarrhoea kills Email 4,000 children every day. Creative idea Today we can ‘Dig toilets, not Viral stop it, easily graves’ and for good.’ Stunt
  24. 24. Campaign broad objectives• Support WaterAid call for sanitation to be prioritised at to the MDG Summit in September• New audience• Acquire regular givers - 4000• Inspire c. 19k campaigning actions
  25. 25. DRTV ad - http://www.digtoilets.org/ G:Central FRISFSupporter Cold RecruitmentIntegrationIntegrated media campaign 2010CreativeDRTV adOnline edit
  26. 26. Campaigning email
  27. 27. Trafalgar Square Stunt
  28. 28. WaterAid presents: The remote control poohttp://www.digtoilets.org/poo/
  29. 29. Campaign objectives - resultsSupport WaterAid call for sanitation to beprioritised at to the MDG Summit in SeptemberNew audienceInspire c. 19k campaigning actionsAcquire regular givers - 4000
  30. 30. Wrap up• Internal lobbying and processes• Keep revisiting and debating• Keep reminding and remembering the audience – stop navel gazing• Compromise dependant on the audience• Find champions• Look at measures – go beyond number of donors/campaigners/conversion
  31. 31. Wrap up• Inform – if an exciting lobbying opportunity is discovered, tell people (not just the campaigners)• Ensure you know who is leading which aspect• Agree timings, measures and messages• Although the internal audience is key remember this is about influencing, engaging and informing the external audience
  32. 32. Wrap up• Insight of an integrated campaign manager!
  33. 33. Making it happenRoger Lawson, Strategy and Planning Director
  34. 34. 3 critical factors
  35. 35. Brand
  36. 36. Brand Who you are and what you do Vision, Mission, Strategy, Products, Services, Campaigns What you stand for Vision, Mission, Attitude
  37. 37. People Leadership Teams Tenacity Passion Entrepreneurialism Persuasion Risk-taking Compromise Mis-trust Fear
  38. 38. Systems
  39. 39. Systems People Strategy Processes Technology
  40. 40. But don’t wait…
  41. 41. WSPA – Nose-band protectors 0 ,000 2 Brand People Systems
  42. 42. RSPB – Letter to the Future Brand People Systems
  43. 43. Save the Children – Gaza campaign Brand People Systems
  44. 44. Just do it! People are what makes it happen Brand is what makes it effective Systems are what makes it easy
  45. 45. To discuss…

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