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. Welcome Roger Lawson Strategy and Planning Director 24th November 2010
- 2. Cathy Anderson Supporter Development Director Case study
- 3. Pyramid of involvement 1 9 90
- 4. Leading Owning Contributing Acting Observing
- 5. Leading Owning Contributing Acting Observing
- 6. Leading Owning Contributing Endorsing Acting Endorsing Observing
- 7. 1,300,000 people have viewed the Kitkat ad on YouTube
- 8. 300,000 people have emailed Nestle 1,300,000 people have viewed the Kitkat ad on YouTube
- 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% 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. ~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
- 12. 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
- 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. 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
- 16. Forest Law Argentina Create pressure over the Senators to make them approve the Forest Law. To create real pressure into the Senate we will have to ask for 1 million votes (hopefully getting 5 thousand hundred).
- 17. Emailing appeals cycle If voted If opened the email Vote Forward to your contacts Print the chart and make people sign If didn’t vote If didn’t opened
- 19. Emailing campaign summary Percentage of Internet users that voted 9.4% Number voting >1,100,000 New cyberactivists >750,000 Approached by email ~600,000 Response rate ~1% Conversion to regular giving in 2007 ~6,000 Approached for regular gift by telephone 170,000 Response rate 9.65% Conversion to regular giving in 2007 ~16,500 Total conversion in 2007 23,647
- 20. Good Bites – Integration Making it work Kate Turner, Campaign Manager, WaterAid
- 21. Why integrate? •WaterAid lobbying up to and at MDG summit (Policy and campaigns team) •Next part of the story for supporters following on from election •Sanitation push (next slide) •Would integration uplift response?
- 22. Top priorities for charities working to relieve 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% )* !! ! "# $ % & ' ( ! $
- 23. Advocacy Fundraising Government engagement UK Supporter Comms engagement (f/r Stunts in NY and Media and campaigning) London Campaigns (incl blogging) Digital Policy report
- 24. UK Supporter engagement, messaging TV Inserts Web banner Lots of Fewer Single-minded ads themes 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
- 25. 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
- 26. DRTV ad - http://www.digtoilets.org/ G:Central FRISFSupporter Cold RecruitmentIntegrationIntegrated media campaign 2010CreativeDRTV adOnline edit
- 29. WaterAid presents: The remote control poo http://www.digtoilets.org/poo/
- 30. Campaign objectives - results Support WaterAid call for sanitation to be prioritised at to the MDG Summit in September New audience Inspire c. 19k campaigning actions Acquire regular givers - 4000
- 31. 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
- 32. 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
- 33. Wrap up • Insight of an integrated campaign manager!
- 34. Making it happen Roger Lawson, Strategy and Planning Director
- 36. Brand
- 37. Brand Who you are and what you do Vision, Mission, Strategy, Products, Services, Campaigns What you stand for Vision, Mission, Attitude
- 38. People Leadership Teams Tenacity Passion Entrepreneurialism Persuasion Risk-taking Compromise Mis-trust Fear
- 39. Systems
- 40. Systems People Strategy Processes Technology
- 41. But don’t wait…
- 42. WSPA – Nose-band protectors 0 ,000 2 Brand People Systems
- 43. RSPB – Letter to the Future Brand People Systems
- 44. Save the Children – Gaza campaign Brand People Systems
- 45. Just do it! People are what makes it happen Brand is what makes it effective Systems are what makes it easy
- 46. To discuss…