Putting supporters back in charge


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Matthew Sherrington delivered this session at the Institute of Fundraising National Convention 2012.

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  • Fundraising should of course be about your supporters...their giving, their impact, their choice and preferences. This is illustrated so well in the collection of great fundraising in the presentation - thank you for sharing many examples that I hadn't come across previously. A great presentation.
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  • Putting supporters back in charge

    1. 1. Putting Supporters Back in ChargeMatthew SherringtonIoF National Convention 2012
    2. 2. In the beginning.... Eglantyne Jebb Founder, Save the Children
    3. 3. Heroes
    4. 4. Harry Moseley
    5. 5. What’s going on and what dosupporters want?
    6. 6. Supporters back in charge • Supporters don’t care about your targets. • They care about people, curing cancer, ending poverty, saving lives, protecting animals, defending human rights. • The more you connect them with the mission, the more they’ll do to help you achieve it.
    7. 7. Build your Story around Supporters
    8. 8. Strategy and Story MISSION: what you want to achieve SUPPORTERS: PROGRAMME: Closing the gap What they care What you do about
    9. 9. It’s not about you What What people you do want Relevance Interest Value Connection
    10. 10. It’s not about you ...
    11. 11. “us together” brand expressions
    12. 12. Supporter Mission Manifesto:What it will take, and how we will do it together ...SAVING OUR BIRDS AND WILDLIFE Conservation science; policies andWhat will it will take, who has the best practice; protecting/restoringpower and resources, who can species and habitats; partnershipsdecide, why aren’t they doing it? and mobilised peopleTogether, we can protect and YOUR MONEY, OUR EXPERTISE,restore X DIRECTLY by doing A, B, C. PEOPLES’ ENERGY. JOIN NOW.Governments need to do the right YOUR VOICE.thing, and need to be reminded. JOIN THE CAMPAIGN.Companies/Landowners need to do YOUR CONSUMER POWER.best nature-friendly practice TAKE ACTION. People themselves. Behaviour. YOUR PASSION, TIME, ENJOYMENT. Attitude. Involvement. DO YOUR BIT. VOLUNTEER.
    13. 13. Make the Mission Tangible
    14. 14. Christian Aid Buy a net. Save a life
    15. 15. Save the Children Build it for Babies Appeal
    16. 16. Oxfam: Tag your Bag
    17. 17. Oxfam: Tag your Bag
    18. 18. Make the Mission Personal
    19. 19. Cancer Research UK: My Projects
    20. 20. St. John’s Ambulance: first aid responder
    21. 21. St. John’s Ambulance - experience
    22. 22. St. John’s Ambulance - ask
    23. 23. British Heart Foundation: Hard and Fast
    24. 24. Greenpeace Rainbow Warrior III
    25. 25. Greenpeace Rainbow Warrior III
    26. 26. Greenpeace Rainbow Warrior III Mr Sherrington and friends
    27. 27. Greenpeace Rainbow Warrior III
    28. 28. Encourage participation. Make it Fun
    29. 29. Sierra Club: Share your piece of America
    30. 30. Sierra Club: Share your piece of America
    31. 31. Sierra Club: Share your piece of America
    32. 32. RSPB: Make Your Nature Count
    33. 33. Greenpeace Chainsaw BarbieGreenpeace Ken
    34. 34. Greenpeace Chainsaw Barbie
    35. 35. Greenpeace Chainsaw Barbie
    36. 36. Greenpeace Chainsaw Barbie
    37. 37. Volunteering
    38. 38. ActionAid: First Hand Experience
    39. 39. Take me there and Show me
    40. 40. Oxfam: See for yourself
    41. 41. Plan: Sponsor a child for a weekend Friday N T xt ight e WEEKEND Thanks for texting. This weekend you’ll see the world with new eyes and discover the difference sponsoring makes. You’ll get your 1st text Friday night. Enjoy! I’m Gladys and I work for Plan in Tanzania. Today I want you to meet 6-year- old Abla – I’ll be telling you lots more about her this weekend http://bit. ly/XXXXXX Send
    42. 42. Nght T xt –S Sponsor–a child for e weekend Plan: e aturday T xt e S a aturday T xt 3 – te t S Linke photo rne ite d Linke photo d Name: Abla Mwanza Age: 6 years old Lives: Morogoro region, Tanzania Father: Furaha Mwanza, a rice farmer Mother: Mwalambi Mwanza Likes: Playing house with her best Abla now has safe, clean water to drink, Ugali is a staple dish in many East African friend, Angesta but many children are not so lucky and risk countries. Maths lessons waterborne diseases like dysentery. Sponsor a child like Abla Her schoolteacher, Madam Zaina Sponsor a child like Abla Registered Charity no.276035
    43. 43. charity:water: we prove every dollar
    44. 44. charity:water: we prove every dollar
    45. 45. Save the Children: East Africa Fill a Truck
    46. 46. You helped win vaccines for 60 million children
    47. 47. I CAN: Adopt a Word
    48. 48. I CAN: Adopt a Word
    49. 49. I CAN: Adopt a Word
    50. 50. Putting the Supporter in Charge 1. 1. Build your Brand Story around Supporters 2. 2. Make the Mission Tangible and Personal 3. 3. Encourage Participation, Make it Fun 4. 4. Take People there and Show them 5. 5. Involvement in the Real World 6. 6. Congratulate
    51. 51. Engagement: creating emotional memories "Long after people forget what you did for them, they will remember how you made them feel." Walt Disney
    52. 52. Quebec Recycling Campaign
    53. 53. Thank you!matthew.sherrington@thegoodagency.co.uk Twitter: @m_sherrington @thegoodagency