Integration afternoon 1 intro 6 july 2010

417 views
373 views

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
417
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Brand re-positioning – inside –out. Have to take existing supporters with you. BUT BRAND INTEGRITY Fundraising goals – not just integrated marketing, but organisational focus Supporter acquisition – lead-generation on the back of campaigns, emergencies Public support to leverage advocacy – “we have the numbers behind us” Consumer/public pressure on specific targets – petitions etc Supporter involvement – building your base. “capacity building your movement”
  • Brand re-positioning – inside –out. Have to take existing supporters with you. BUT BRAND INTEGRITY Fundraising goals – not just integrated marketing, but organisational focus Supporter acquisition – lead-generation on the back of campaigns, emergencies Public support to leverage advocacy – “we have the numbers behind us” Consumer/public pressure on specific targets – petitions etc Supporter involvement – building your base. “capacity building your movement”
  • And more: Outside – inside Passive – active Watching – involved Detached - belonging
  • If you’re not pulling together, you’re pulling apart.
  • Article of Faith! Intuition in need of justification. Cause and Effect? No, who is testing whole streams to prove it? But definitely building True Fans.
  • Does it work? What’s your measure!
  • Integration afternoon 1 intro 6 july 2010

    1. 2. Save the Children Toolkit Quest and Barriers Supporter Experiences Motivations and Values Integration: What it Means Emotions in Decision-making Influencing and Social Psychology Opportunities Influencing and Social Psychology Planning Tools
    2. 3. Table Talk
    3. 4. Integrating Fundraising and Campaigning <ul><li>Becoming a Campaigning Organisation? </li></ul><ul><li>Connecting Supporters to Mission? </li></ul><ul><li>Making a Difference </li></ul>
    4. 5. We are changing
    5. 6. And our supporters are changing Valley of Death! Dorothy Donor Susan Supporter
    6. 7. Integration: Why do it? <ul><li>Brand re-positioning </li></ul><ul><li>Fundraising goals </li></ul><ul><li>Supporter acquisition </li></ul><ul><li>Public support to leverage advocacy </li></ul><ul><li>Consumer/public pressure on specific targets </li></ul><ul><li>Supporters want involvement </li></ul>
    7. 8. What Integration offers <ul><li>Involvement and experience for supporters </li></ul><ul><li>Connection and loyalty (supporter retention) </li></ul><ul><li>People power (leverage for advocacy) </li></ul><ul><li>Brand focus and focused communications </li></ul><ul><li>Organisational catalyst </li></ul><ul><li>Improved ways of working </li></ul><ul><li>Fun </li></ul>
    8. 9. Transformational connection Low value High value Single product Multi products Transaction Relationship Aware Emotionally engaged Project responsive Brand loyal Supporter Ambassador Uninformed Informed Sceptical Trusting Activity Experience Moment Memory
    9. 11. What Integration looks like <ul><li>Coherence : the story you will tell, consistently </li></ul><ul><li>Integrity : being true to yourself, and mission </li></ul><ul><li>Alignment : of activities, messages, opportunities </li></ul><ul><li>Coordination : prioritisation, decisions, planning </li></ul><ul><li>Integration is NOT everything, to everyone, all the time </li></ul>
    10. 12. What Integration requires <ul><li>Supporter-focused philosophy </li></ul><ul><li>Planning and processes </li></ul><ul><li>Systems and discipline </li></ul><ul><li>Hard work </li></ul><ul><li>Leadership and decisions </li></ul>
    11. 13. But it’s difficult Definition of value Supporter insight Managing data Ownership / responsibilities Supporter vision Supporter care strategy Integration with branches Communication strategies Shared objectives Consistent procedures Leadership Change management Organisational mindset Evaluation Integrated communications
    12. 14. We think these are important
    13. 15. Does it work? <ul><li>Care2 stats from the US: </li></ul><ul><li>“ Non-donors who take action online are 3.5 times more likely to donate than non-donors who get e-mail but haven’t taken action,”   </li></ul><ul><li>Existing donors who take action online are 2.3 times more likely to donate than donors in the e-mail file who haven’t. </li></ul><ul><li>“ I feel like I can do a lot more when I am involved with them personally” </li></ul><ul><li>“ I just wanted to thank Lisa for her letter in which she provided a postcard and a petition with addressed envelope. She made it so easy for me to respond and I appreciate that. And she didn't ask for money at this time, either. Also appreciated, since I always send money when I can.” </li></ul>

    ×