How can communications and fundraising departments work together to create strong, cost-effective marketing materials?
Combat Stress Robert MarshDirector of Fundraising and Communications supported by: Jean Marray Communications Manager & Stephen Clark Press Officer
Combat Stress• Combat Stress provides community outreach, welfare support and clinical treatment for ex-Service men and women who suffer from mental health problems, including psychological trauma, which might be attributable to or associated with their service in the Armed Forces, Merchant Navy or allied forces.• This Service is provided to Veterans regardless of War Pension Status or whether the mental health problem is associated with Service or not.• Combat Stress is recognised as the specialist ex-Service charity working in this field.
11th March 2010 The launch of The Enemy Within Appeal Picture....
Outcomes of Launch• Direct mail campaign (cold) – ROI• Targeted media exposure• Number of new donors (and Veterans!)• Website visits – spike in visits• Recruitment of major donors• Fundraising up three-fold since 2005• Cost
2005• actually, 2003• Where were we in 2005 – 6.5 fulltime staff• No PR agency• No dedicated comms function – split roles• Developed press accessibility• Iraq Veteran moratorium• Clunky, static website – no human element• FR - £3.0m: media coverage not monitored
Building Blocks• Relationships “I wish all military charities were as media friendly as Combat Stress....” Times journalist• Intense and Reactive – early 2008• Force multipliers
Telegraph knocks on OUR door• Christmas Charity Appeal 2008• ITV money makes us an offer• Year ending March 2009 – EAV - £• Year ending March 2009 – FR figures - £5.52m• Veterans – an uplift in demand• A new strategic focus
The Enemy Within AppealThree key aims:• To raise £30m• To increase awareness of Veterans suffering from psychological injury• To encourage Veterans to seek help much earlier
How so integration?• Fundraising• Marketing• Communications
Fundraising• Recruited an Appeal Chairman (oh, and lead donor)• Recruited an Appeal Director• Crafting of Appeal specific literature• Recruited an Appeal Board• Focus has been on building constituencies• First cold DM for years
Marketing• TV advert (the one you’ve seen) – pro bono• Associated poster• Associated newspaper/magazine adverts• Veterans’ film• Crafting of Appeal specific literature• Website
Communications and PR• Comms team still only 1.5 full time• Hugely proactive and trusted outside PR agency – fully integrated with home comms team in run up to Appeal Launch• Media partnership with the Daily Telegraph Media Group• Launch date – Big Bang!
Outcomes of Launch• DM campaign (cold) – ROI• Targeted media exposure• Number of new donors (and Veterans!)• Website visits – spike in visits• Recruitment of major donors• Fundraising up three-fold since 2005• Cost
Action points• Think longterm• Start to integrate• Know your product – sell with passion• Thank with sincerity• Get the right team• Build relationships like mad – it’s hard work• Find mentors and ask for advice – listen to it• Ask for pro bono specialist support