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A brand that delivers for fundraising

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Vivienne Francis and Mark Bishop, Prostate Cancer UK
Brand development conference
www.charitycomms.org.uk/events

Published in: News & Politics, Business
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A brand that delivers for fundraising

  1. 1. A brand that delivers for fundraising   Mark Bishop and Vivienne Francis 24 October 2013
  2. 2. The starting point for change •  Unmemorable generic charity name •  Considered, authoritative, conservative in language and visual identity •  Didn’t resonate with men. Rather distant, authoritative and cold talking to educated, middle England •  Need to - “Man up”, be bold, direct, assertive and position men at the centre of everything we did
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  5. 5. Did people remember our advertising?
  6. 6. Comparable campaigns indicate we punched above our weight
  7. 7. Did Sledgehammer help crack fundraising success?    
  8. 8. Assessing impact on… •  •  •  •  •  •  Income generated right away Building the database Halo impact Supporting cultivation Existing partners Other
  9. 9. Fundraising The Sledgehammer Fund Campaign Income (Jan – Mar 2013) £ Bill Bailey TV 43,025 Betting Ads TV 7,030 Press Ads 9,370 Nutcracker Suite 12,726 Web Donations 82,889 TOTAL 155,040 (2012 was 30,300)
  10. 10. Assessing impact on… •  •  •  •  •  •  Income generated right away Building the database Halo impact Supporting cultivation Existing partners Other
  11. 11. Assessing impact on… •  •  •  •  •  •  Income generated right away Building the database Halo impact Supporting cultivation Existing partners Other
  12. 12. Assessing impact on… •  •  •  •  •  •  Income generated right away Building the database Halo impact Supporting cultivation Existing partners Other
  13. 13. Assessing impact on… •  •  •  •  •  •  Income generated right away Building the database Halo impact Supporting cultivation Existing partners Other
  14. 14. This Big or This Small? •  The campaign only generated 1/10th of what we spent on it •  The campaign has helped us win getting on for double the £1.5 million it cost us and was a roaring success
  15. 15. Top tips 1.  Objectives – Know them and narrow them 2.  Conflicting aims – embrace differences 3.  Be ambitious but realistic 4.  Follow a multi-year approach 5.  Seek internal alignment 6.  Lead times 7.  Monitoring systems 8.  Engage existing stakeholders 9.  Honesty when looking back 10. Learn and refine

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