Integration Afternoon (7 of 7) Save the Children case study 6 july 2010

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Jonathan Smith, Head of UK Campaigning presents at the Integration Afternoon 6 July 2010

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Integration Afternoon (7 of 7) Save the Children case study 6 july 2010

  1. 1. Integrated Campaigning Some Reflections Jonathan Smith Head of UK Campaigns Save the Children
  2. 2. Knit One Save One
  3. 3. What and Why <ul><li>Supporters knit hats for newborns and add a message label for the Prime minister </li></ul><ul><li>Poorest babies vulnerable to cold </li></ul><ul><li>Engage traditional fundraising supporters in: </li></ul><ul><ul><li>Our new child survival campaign </li></ul></ul><ul><ul><li>Political campaigning </li></ul></ul><ul><li>Show support for aid from ‘unusual suspects’ </li></ul>
  4. 4. How <ul><li>Campaign Brand - Knit One Save One </li></ul><ul><li>(March - Oct 2008) </li></ul><ul><li>DM / WoM - StC channels </li></ul><ul><li>PR - Paul O’Grady, Women’s Weekly, Sun, local and regional press </li></ul><ul><li>Political - PM hand-in and MP events (Westminster and constituency) </li></ul><ul><li>Follow up - ‘campaigning explained’ mail with further ask </li></ul><ul><li>Hats - Kenya, S Africa, Afghanistan, Mongolia, Tibet </li></ul>
  5. 5. What happened <ul><li>800,000 hats </li></ul><ul><li>100,000 knitters </li></ul><ul><li>40,000 messages to PM </li></ul><ul><li>20,000 new campaigners + data </li></ul><ul><li>2,800 second action cards </li></ul><ul><li>£ 500k equivalent PR </li></ul><ul><li>50 MP’s actively involved </li></ul><ul><li>10 constituency events </li></ul><ul><li>1 PM quoted Save the Children campaign in speeches </li></ul>
  6. 6. So… <ul><li>Start with your audience </li></ul><ul><li>Make it simple , emotional, creative and visual with tangible impact </li></ul><ul><li>Don’t get all ‘political’ with supporters, media or targets (well not all the time) </li></ul><ul><li>When people invest time they think </li></ul><ul><li>New approaches refresh old hands </li></ul><ul><li>Success brings challenges - messaging control, logistics, data, budget…. </li></ul>
  7. 7. GAZA CEASFIRE
  8. 8. Why <ul><li>Israel launch massive air </li></ul><ul><li>and ground attack on Gaza </li></ul><ul><li>(late Dec 08 - early Jan 09) </li></ul><ul><li>‘ Response’ to Hamas rockets </li></ul><ul><li>‘ Like 1.5m people on Isle of White’ </li></ul><ul><li>50% U16 </li></ul><ul><li>Hugely polarised media </li></ul><ul><li>Regardless of politics children in real danger </li></ul>
  9. 9. What and How <ul><li>Public pressure for ceasefire </li></ul><ul><li>Build brand as ‘leading independent emergency responder’ </li></ul><ul><li>Provide action as an outlet </li></ul><ul><li>Place press ads on 10 th & 11th Jan </li></ul><ul><li>Offer txt response + permission to contact </li></ul><ul><li>Support with traditional media work </li></ul>
  10. 10. What happened <ul><li>Ads + back-end set up in 4 days </li></ul><ul><li>Guardian, Times, Independent, Telegraph </li></ul><ul><li>And then to our surprise… </li></ul><ul><ul><li>100,000 txt </li></ul></ul><ul><ul><li>Extensive digital media pick up </li></ul></ul><ul><ul><li>83,000 ‘pass to friend’ follow up txt </li></ul></ul><ul><ul><li>PM personally tracking response and using in negotiations </li></ul></ul>
  11. 11. Taking it further <ul><li>Huge pool of new contacts </li></ul><ul><li>No email or postal data </li></ul><ul><li>Took risk on follow up calling </li></ul><ul><li>100k calls </li></ul><ul><li>8,960 new regular givers </li></ul><ul><ul><li>High average annual donation </li></ul></ul><ul><li>Campaign ROI of 1.4 </li></ul><ul><ul><li>Over 1, including initial media costs </li></ul></ul>
  12. 12. And for campaigning … <ul><li>Great first phase but limited opportunity for follow up… </li></ul><ul><ul><li>Gaza not a long term policy or lobbying priority </li></ul></ul><ul><ul><li>Hard to build journey as very issue specific group </li></ul></ul><ul><ul><li>Limited resources for any campaign follows ups where no email captured </li></ul></ul>
  13. 13. So… <ul><li>High profile moments drive response and longer term value, if you can catch them right </li></ul><ul><ul><li>Be flexible and quick off the mark </li></ul></ul><ul><ul><li>Offer a specific, tangible first ask, with a clear purpose </li></ul></ul><ul><ul><li>Build with relevant second asks and feedback </li></ul></ul><ul><ul><li>Integrate campaigning and fundraising </li></ul></ul><ul><li>BUT….sustainable public campaigning needs a longer term integrated policy and political strategy </li></ul>
  14. 14. ROBIN HOOD TAX
  15. 15. Why and What <ul><li>Financial crisis shows how global financial markets make vast profit at public’s expense and hurt poor </li></ul><ul><li>Bonuses continue after bail out and turn down </li></ul><ul><li>Unique moment of political and public opportunity </li></ul><ul><li>Campaign for Global Financial Markets to pay: </li></ul><ul><ul><li>full cost of their part in crisis </li></ul></ul><ul><ul><li>fair share towards global public goods like health, education and climate change </li></ul></ul><ul><ul><li>tiny transaction tax = $20bn in revenue for UK alone </li></ul></ul>
  16. 16. How <ul><li>Reframe for our times… </li></ul><ul><li>a tiny tax on bankers to make a massive difference… </li></ul><ul><li>good…fair… workable… common sense… </li></ul><ul><li>Not naïve , ranty, complicated, bad or a cost you… </li></ul><ul><li>Serious heart - political and policy </li></ul><ul><li>Strong popular identity – visual, simple, flexible, shareable, embodying idea </li></ul><ul><li>Broad ‘lite’ coalition - focused, shared interest at moment in time </li></ul><ul><li>Channel anger - debate, sharing, action, creativity </li></ul>
  17. 17. What happened <ul><li>Richard Curtis develops Robin Hood Tax brand </li></ul><ul><li>100 + organisations sign up </li></ul><ul><li>190,000 on facebook </li></ul><ul><li>Top trending tweet </li></ul><ul><li>47,000 sign ups </li></ul><ul><li>20,000 actions </li></ul><ul><li>Going global </li></ul><ul><li>‘ Robin Hood Tax’ widely used term </li></ul><ul><li>Extensive coverage as ‘serious’ and ‘viable’ option </li></ul><ul><li>IMF support tax on financial markets </li></ul><ul><li>Sarkozy, Merkel, Osborne, Obama accept banks must pay fair share for mess </li></ul><ul><li>Battle is now on the type of tax and how much! </li></ul>
  18. 18. So… <ul><li>Never waste a good crisis - opportunity, alignment, energy, engagement, emergent activity </li></ul><ul><li>Make it simple , visual, shareable, timely emotionally resonant </li></ul><ul><li>(and work with a brilliant communicator) </li></ul><ul><li>BUT ensure it goes deep </li></ul><ul><li>Mix ‘voices’ and ‘tones’ </li></ul><ul><li>Let it out there and ride the waves </li></ul><ul><li>Be reactive and flexible when needed </li></ul><ul><li>Plan in phases </li></ul><ul><li>keep an eye on horizon </li></ul>
  19. 19. Thank you for listening [email_address]

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