Matthew Sherrington, Strategy Director at The Good Agency: Good Bites Big Appeals

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  • YOU KNOW THIS ALREADY We know this, from High Value and Community FR EVENTS, NETWORKS, INVITATIONS, FEELING SPECIAL, INSIDER ACCESS, DIRECT IMPACT
  • Matthew Sherrington, Strategy Director at The Good Agency: Good Bites Big Appeals

    1. 1. ZSL Good Bites…on big appealsPresented by Chris Norman and Micky Stemmer 20 May 2008Thursday 30th August
    2. 2. Beyond business-as-usual• Important • Appeal schedule• Need • Programme topic• Relevant • What you can/can’t say• Specific • General funds• Emotional • Case study/photos• Rewarding • Feedback
    3. 3. Big Special Appeals• What would you do with an extra £1,000,000?• Exceptional: expenditure, effort, commitment, donors• Funding the work, not the organisation• Focused goal galvanises the organisation, tells a bigger story• What excites staff, excites supporters• Worth investing a bit more in content and feedbackIt works for you, because it works for the supporter
    4. 4. Greenpeace Rainbow Warrior III
    5. 5. Greenpeace Rainbow Warrior III
    6. 6. Community Pack elements pushing to blog
    7. 7. Delivering a Big Appeal 1. 1. Build your campaign story around supporters 2. 2. The Restriction Question: ring-fenced programme 3. 3. The need has to be Specific, Important, Urgent 4. 4. Use the opportunity for integration across organisation 5. 5. Feedback real impact. Take people there 6. 6. Congratulate
    8. 8. Good Bites30th August 2012
    9. 9. Why do a mini-big appeal? Background to Little Heroes Key principles for the appeal What we did Results so far Key learnings RLSB: Good Bites Presentation18 August 2012
    10. 10. Why do a mini-big appeal? 1.Raise money 2.Gives fundraising a focus & builds team spirit 3.Appeals to donors RLSB: Good Bites Presentation19 August 2012
    11. 11. Background to Little Heroes 1.Poor morale of staff 2.History of fundraising failure 3.Nursery our ‘crown jewel’ service RLSB: Good Bites Presentation20 August 2012
    12. 12. Key principles for the appeal 1.Testing ideas 2.Integration 3.Organisational wide involvement RLSB: Good Bites Presentation21 August 2012
    13. 13. What we did – direct mail Mailing to warm donors Personal invite to potential major donors to visit nursery RLSB: Good Bites Presentation22 August 2012
    14. 14. What we did - telephone Called current and lapsed regular givers. Asked them to advocate for the appeal. Will follow up with a reactivation / upgrade call in September RLSB: Good Bites Presentation23 August 2012
    15. 15. What we did – community fundrasing Focus on collections and home money boxes Looked to engage new community support in Kent Town challenges with fundraising team RLSB: Good Bites Presentation24 August 2012
    16. 16. What we did – mobile Panels on trains - £3 donation ask Distributed over 1,000 posters through the town challenge Followed up with an advocate ask RLSB: Good Bites Presentation25 August 2012
    17. 17. What we did – online Created microsite Tested banner ads Blogger engagement Daily blog RLSB: Good Bites Presentation26 August 2012
    18. 18. What we did – PR Celebrity messages Local media Radio ads RLSB: Good Bites Presentation27 August 2012
    19. 19. Results so far – the good Mobile giving • Nearly 700 texts against a 500 target. • Over 60% agreed to advocate. • Cost per acquisition around £70 & 7 month break even (based on 50% penetration, 20% yes to direct debit) Parental & staff support • Over £10,000 has come from parents, nursery staff and their family, friends etc RLSB: Good Bites Presentation28 August 2012
    20. 20. Results so far – the ok Direct mail • Over 15% response rate • Average gift of ~£27 (30% higher than usual) • Ten gifts of £250 or over PR • Lots of coverage, including national press and TV • Not converted to donations • Radio produced little response RLSB: Good Bites Presentation29 August 2012
    21. 21. Results so far – the indifferent Collections • Real struggle to place the boxes • Public collections have struggled - £80 from Tunbridge Well’s train station • Had to look for a community plan B Telephone • High agreement to advocate – over 60% • Not translated to income • Could still come good if upgrade, reactivation, DD sign up rates are improved RLSB: Good Bites Presentation30 August 2012
    22. 22. The final month 1. Major gift matched funding 2. Cold mailing 3. Text follow up 4. Little Heroes day – 21st September RLSB: Good Bites Presentation31 August 2012
    23. 23. Key learnings for the appeal 1. Abandon things that don’t work quickly 2. Cold community ask much harder than expected 3. Texting working well, but key is conversion 4. Start with your warm donors 5. Created a lot of internal goodwill and support RLSB: Good Bites Presentation32 August 2012
    24. 24. Any questions? Craig Linton – Head of Fundraising craig.linton@rlsb.org.uk @frdetective p.s Would you like to help reach the target? • You can text NURSERY to 70007 • Help spread the word via Facebook & Twitter • Help raise money (all donations matched) on Friday 21st September RLSB: Good Bites Presentation33 August 2012

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