Brand and Fundraising  – The perfect mix Insert Boxing illustration from Margit  Brand and Fundraising: The perfect mix
Setting the scene
Who are we?  Debbie Clark , Planner  Dan Dufour , Head of Brand
Brand Vs. Fundraising  <ul><li>Boxer slide </li></ul>
Brand Vs. Fundraising  Brand  Fundraising Brand first Fundraising after The best solution : Integrated Brand & Fundraising
Why Brand and Fundraising are the perfect mix? <ul><li>100,000 more campaigners  </li></ul><ul><li>A new £7 million appeal...
Brand Vs. Fundraising: Today <ul><li>Getting on the same page: What is a brand? </li></ul><ul><li>Exploring the tensions b...
Which side are you on? <ul><li>Red: Brand  </li></ul><ul><li>Blue: Fundraising  </li></ul>
What do we mean by brand?
Photography & Illustration Typography Colours Logo Tone of Voice Positioning Statement Strapline Name Vision   Your ultima...
Vision , Mission & Values  (Linked to the  Corporate Strategy ) Visual and Verbal Identity  Communications, Environments, ...
Vision: They do these things: Research   – we support the work of over 4,000 scientists, doctors and nurses across the UK ...
Vision: Fundraising: “… help save even more lives..” “… help raise money and beat cancer..”
The tensions  And how to overcome them
Round 1:  Brand Truth
Round 1: Brand Truth
<ul><li>Agree as an organisation how far you want to go to build or correct perceptions  </li></ul><ul><li>How much do peo...
Round 1: Solutions
Round 1: Solutions
Building a focused communications narrative to provide a structure for aligning activities Survive past Five Campaign /Fun...
Round 1: The solution
Round 2:  Positive Vs. Need
Round 2: Positive Vs. Negative  <ul><li>Brand values often want to highlight the impact of the organisation, showing: </li...
Round 2: Positive Vs. Need What makes people give? or or
Round 2: Solutions You can show both sides of the story!
Round 2: Solutions You can show both sides of the story!
Round 3:  Brand doesn’t encourage fundraising
Round 3: Does the brand encourage fundraising?
Round 3: Does the brand encourage fundraising?  Even on the donate page this organisation is still talking in a very polic...
Round 3: Solutions  <ul><li>We help people find and keep a home .  </li></ul><ul><li>We campaign for decent housing for al...
<ul><li>Screen shot of costings  </li></ul>Round 3: Solutions
Round 3: Solutions
Round 4:  Consistency vs. flexibility
Round 4: Consistency Vs. Flexibility
 
Your Challenge
 
Services Fundraising Campaigns  Round 4: Consistency Vs. Flexibility
Insert Macmillan DM here  Round 4: Consistency Vs. Flexibility
Round 4: Consistency Vs. Flexibility  1. Make it easily readable for your audience  Font size Colour  Layout Technique
Round 4: Consistency Vs. Flexibility  2. Home-Spun creative
Round 4: Solutions
Round 4: Solutions
Round 4: Solutions
Round 4: Solutions
Round 4: Solutions
Round 4: Solutions
Round 5:  Brand doesn’t target your fundraising audiences
Round 5: Does the brand target your donor?  Your brand will have to target many different audiences
Traditional audience: Grace (65-75) A  <ul><li>Directly or strongly influenced by war connection  </li></ul><ul><li>Good f...
Competitor insight – traditional  <ul><li>Salvation Army  </li></ul><ul><li>Adheres to Christian principles </li></ul><ul>...
New audience: Sharon (45-55) A, B, C1, C2 <ul><li>Later baby boomers, early generation X </li></ul><ul><li>Still working w...
Competitor insight – populist
Brand and Fundraising  – The perfect mix Insert Boxing illustration from Margit  Brand and Fundraising: Summary
Top Tips to take away  <ul><li>1. Brand truth </li></ul><ul><li>Make sure your fundraising is always linked to your brand ...
Top Tips to take away
Questions
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Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark's presentation

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It’s no secret: brand managers and fundraisers often struggle to work together. At best the two experience tensions, at worst the two functions can fight like cats and dogs, with the supporter lost amongst it all.

We know frustrated fundraisers who try to deliver effective appeals and campaigns but get held back by inflexible brands that have little consideration for fundraising audiences and techniques. We also know many brand managers battling daily to get their fundraising colleagues to understand the importance of a consistent brand and communications to help connect audiences with their cause. Both want the same thing but how can the two work in harmony?

This event helped fundraisers and communications/ brand managers work together to create a charity brand that will deliver the ultimate supporter experience.

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  • Fundraising needs brand to build awareness and recognition – there do need to be rules Brand needs fundraising to raise donations because without them there wouldn’t be a brand or a budget to promote it Your brand should inspire fundraising and donations
  • Brand Truth Awareness vs knowing what you do: Does it matter? How much should you try to correct it as part of your campaigns? NSPCC: Full Stop but don’t understand what they do Shelter: Homeless or housing? RSPB: Birds or Nature? Mind: Cat pack Centrepoint – room
  • Demonstrating impacts – before and after Desire is the brand to be visionary and positive which do not work for fundraising MUST be able to tell the negative story – in images as well as messaging CPRE Plan (PAUL) Positive and empowering
  • Have to tell both sides of the story to engage donors – not one or the other Need flexibility Tips for working with your brand team Making sure fundraising communications explore BOTH – telling the full picture The donors role is making the positive happen Find DM pack that tells the story well
  • Policy and campaigns are often closer to the brand voice and doesn’t always work in fundraisings favour. RNID/Diabetes UK: Preventative agendas Asthma UK UNICEF Shelter The language doesn’t connect
  • Policy and campaigns are often closer to the brand voice and doesn’t always work in fundraisings favour. RNID/Diabetes UK: Preventative agendas Asthma UK UNICEF Shelter The language doesn’t connect
  • Methodology/process of brand refresh – building fundraising into this Greenpeace – how they do it successfully (MATTHEW) Rainbow Warrior Active voice Very specific in terms of audience
  • Consistence vs flexibility Use of DM techniques aren&apos;t allowed in brand guidelines Use of different emotions Use of images Language Whose tone of voice Centerpoint
  • Making it look too over designed can sometimes have the opposite effect Feel and look like a one to one letter
  • Where do they sit within the organisations/brands priority? Asthma UK – not seen as a priority for brand messaging – often focus on service provision who do not convert to supporters TCT – doesn’t feel youth
  • Important: in this older group, support for the military is more than twice as likely to be within the social group ‘A’, but (as we’ll see), as you get younger, the social groups broaden out so support for military includes groups B &amp; C.
  • How Help for Heroes became a £100m phenomenon A young charity, launched in 2007 Founded in 2007 by Bryn and Emma Parry Tri Service. Navy, Army, Air Force The original idea was a bike ride – became a national phenomenon – raising £89 million in three years Practical, direct support for our wounded. Anyone who serves in time of war is a hero Money goes directly to cause. Sale of merchandise covers running costs Simple, passionate engaging and direct in every day language: “It’s about Derek a rugby player that has lost his legs. They are just blokes but our heroes” Focus on tangibles like Tedworth House Royal and celebrity support Social media. Facebook and twitter Appeals to new money. People who have not previously donated to a charity Much, much more populist in approach
  • Workshop bit to take 10 minutes to discuss how to overcome some of the problems you face. IF WE HAVE TIME!
  • Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark's presentation

    1. 1. Brand and Fundraising – The perfect mix Insert Boxing illustration from Margit Brand and Fundraising: The perfect mix
    2. 2. Setting the scene
    3. 3. Who are we? Debbie Clark , Planner Dan Dufour , Head of Brand
    4. 4. Brand Vs. Fundraising <ul><li>Boxer slide </li></ul>
    5. 5. Brand Vs. Fundraising Brand Fundraising Brand first Fundraising after The best solution : Integrated Brand & Fundraising
    6. 6. Why Brand and Fundraising are the perfect mix? <ul><li>100,000 more campaigners </li></ul><ul><li>A new £7 million appeal </li></ul><ul><li>New corporate partnerships with Vodafone, M&S and Douglas and Gordon </li></ul><ul><li>Helped to reposition the brand to reach out to new – younger audiences – including partnerships with NME and Xfm </li></ul><ul><li>Supporter numbers rose by 27% to just under 1.5million </li></ul><ul><li>Record fundraising income of £96.8m, up £4.6 on previous year </li></ul><ul><li>Running events (5%), other events (20%), corporate fundraising (60%) </li></ul><ul><li>Rose to Number 1 in Charity Brand Index </li></ul><ul><li>11% increase in the average donation </li></ul><ul><li>32% increase in direct marketing response </li></ul><ul><li>5% ahead of fundraising target </li></ul><ul><li>All within six months following the re-brand </li></ul><ul><li>Without any significant marketing push </li></ul>
    7. 7. Brand Vs. Fundraising: Today <ul><li>Getting on the same page: What is a brand? </li></ul><ul><li>Exploring the tensions between brand and fundraising </li></ul><ul><li>Give some useful solutions to help you work more seamlessly together </li></ul><ul><li>Share case studies of brand development which work for fundraising </li></ul>
    8. 8. Which side are you on? <ul><li>Red: Brand </li></ul><ul><li>Blue: Fundraising </li></ul>
    9. 9. What do we mean by brand?
    10. 10. Photography & Illustration Typography Colours Logo Tone of Voice Positioning Statement Strapline Name Vision Your ultimate goal Mission How you’ll achieve your vision Values The qualities that make you unique Verbal identity Visual identity
    11. 11. Vision , Mission & Values (Linked to the Corporate Strategy ) Visual and Verbal Identity Communications, Environments, Products/Services, Behaviour HR Policy Comms Campaigns Fundraising “ Case for support ” Services How do you use your brand?
    12. 12. Vision: They do these things: Research – we support the work of over 4,000 scientists, doctors and nurses across the UK to investigate all aspects of cancer. Information – we work to prevent cancer and help people cope with its effects by providing information for cancer patients and their families, health professionals and the general public. Influencing public policy – we campaign to keep cancer at the top of the health agenda.
    13. 13. Vision: Fundraising: “… help save even more lives..” “… help raise money and beat cancer..”
    14. 14. The tensions And how to overcome them
    15. 15. Round 1: Brand Truth
    16. 16. Round 1: Brand Truth
    17. 17. <ul><li>Agree as an organisation how far you want to go to build or correct perceptions </li></ul><ul><li>How much do people really need to know about you? </li></ul><ul><li>Is the story you are telling actually motivating from a fundraising point of view? </li></ul><ul><li>Remember: You don’t need to tell the whole truth all of the time </li></ul><ul><li>But your Fundraising should always link to achieving your core vision </li></ul>Round 1: Brand Truth
    18. 18. Round 1: Solutions
    19. 19. Round 1: Solutions
    20. 20. Building a focused communications narrative to provide a structure for aligning activities Survive past Five Campaign /Fundraising Narrative (what signing up is for; giving money will achieve ) Community/ Events Appeals Emergency Issue Campaigns Born to Shine
    21. 21. Round 1: The solution
    22. 22. Round 2: Positive Vs. Need
    23. 23. Round 2: Positive Vs. Negative <ul><li>Brand values often want to highlight the impact of the organisation, showing: </li></ul><ul><ul><li>Success </li></ul></ul><ul><ul><li>Impact </li></ul></ul><ul><ul><li>Positive outcomes </li></ul></ul><ul><li>These are often then illustrated in brand guidelines by the use of: </li></ul><ul><ul><li>bright positive colours </li></ul></ul><ul><ul><li>Positive images </li></ul></ul><ul><li>However as fundraisers – we know these things aren't as successfully as pulling in a response or driving net income. Even from your warm supporters. </li></ul>
    24. 24. Round 2: Positive Vs. Need What makes people give? or or
    25. 25. Round 2: Solutions You can show both sides of the story!
    26. 26. Round 2: Solutions You can show both sides of the story!
    27. 27. Round 3: Brand doesn’t encourage fundraising
    28. 28. Round 3: Does the brand encourage fundraising?
    29. 29. Round 3: Does the brand encourage fundraising? Even on the donate page this organisation is still talking in a very policy driven way
    30. 30. Round 3: Solutions <ul><li>We help people find and keep a home . </li></ul><ul><li>We campaign for decent housing for all </li></ul>
    31. 31. <ul><li>Screen shot of costings </li></ul>Round 3: Solutions
    32. 32. Round 3: Solutions
    33. 33. Round 4: Consistency vs. flexibility
    34. 34. Round 4: Consistency Vs. Flexibility
    35. 36. Your Challenge
    36. 38. Services Fundraising Campaigns Round 4: Consistency Vs. Flexibility
    37. 39. Insert Macmillan DM here Round 4: Consistency Vs. Flexibility
    38. 40. Round 4: Consistency Vs. Flexibility 1. Make it easily readable for your audience Font size Colour Layout Technique
    39. 41. Round 4: Consistency Vs. Flexibility 2. Home-Spun creative
    40. 42. Round 4: Solutions
    41. 43. Round 4: Solutions
    42. 44. Round 4: Solutions
    43. 45. Round 4: Solutions
    44. 46. Round 4: Solutions
    45. 47. Round 4: Solutions
    46. 48. Round 5: Brand doesn’t target your fundraising audiences
    47. 49. Round 5: Does the brand target your donor? Your brand will have to target many different audiences
    48. 50. Traditional audience: Grace (65-75) A <ul><li>Directly or strongly influenced by war connection </li></ul><ul><li>Good financial security in retirement </li></ul><ul><li>Mainly give to UK charities </li></ul><ul><li>Steeped in tradition </li></ul><ul><li>Stiff upper lip </li></ul><ul><li>Strong conservative value </li></ul><ul><li>Buys British and is religious, serious and practical </li></ul><ul><li>Makes jam tarts for church fête </li></ul><ul><li>Shops at M&S </li></ul><ul><li>Reads The Telegraph </li></ul><ul><li>5.8 million </li></ul><ul><li>Gives to DM appeals and donates by direct debit </li></ul><ul><li>Knows St Dunstan’s name and heritage </li></ul><ul><li>Support for military more than twice as likely to be “A” social class </li></ul>
    49. 51. Competitor insight – traditional <ul><li>Salvation Army </li></ul><ul><li>Adheres to Christian principles </li></ul><ul><li>Religious commitment is the essence of the brand </li></ul><ul><li>Royal British Legion </li></ul><ul><li>Engenders pride from nation </li></ul><ul><li>Uses strong links to British brands </li></ul><ul><li>Aiming younger and more populist </li></ul>
    50. 52. New audience: Sharon (45-55) A, B, C1, C2 <ul><li>Later baby boomers, early generation X </li></ul><ul><li>Still working with late teenager / young adult children </li></ul><ul><li>Increased female wealth and independence </li></ul><ul><li>Prospect of a later retirement but confident of a longer healthier life </li></ul><ul><li>Watches Eastenders and The X Factor </li></ul><ul><li>Takes package holidays </li></ul><ul><li>Secretly loves OK magazine </li></ul><ul><li>3.8 million </li></ul><ul><li>25% of audience made up of C1s alone </li></ul><ul><li>Prefer face-to-face, radio and TV </li></ul><ul><li>Unlikely to know of St Dunstan’s </li></ul><ul><li>No longer the preserve of the rich. Support for the military is more mainstream </li></ul>
    51. 53. Competitor insight – populist
    52. 54. Brand and Fundraising – The perfect mix Insert Boxing illustration from Margit Brand and Fundraising: Summary
    53. 55. Top Tips to take away <ul><li>1. Brand truth </li></ul><ul><li>Make sure your fundraising is always linked to your brand vision </li></ul><ul><li>2. Positive Vs. Need </li></ul><ul><li>Make sure your brand is flexible enough to demonstrate both the need and the positive outcome of your work </li></ul><ul><li>3. Brand doesn’t encourage fundraising </li></ul><ul><li>Find the most motivating part of your brand for fundraising and make your work tangible </li></ul><ul><li>4. Consistency Vs. Flexibility </li></ul><ul><li>Make sure your brand is flexible enough to meet fundraising needs – without compromising the need for consistency </li></ul><ul><li>5. Brand doesn’t target fundraising audiences </li></ul><ul><li>Make sure you use your data to ensure your brand targets existing and prospective donors </li></ul>
    54. 56. Top Tips to take away
    55. 57. Questions
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