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NFPtweetup 8: RAFBF 1940 chronicle presentation


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NFPtweetup 8: RAFBF 1940 chronicle presentation

  1. 1. RAF Benevolent Fund<br />
  2. 2. A bit of background...<br />RAF’s leading welfare charity, provide direct support<br />to 10,000 people each year. Started in 1919.<br />BUT...<br /><ul><li>Low brand awareness among key audiences
  3. 3. 70% of supporters over 70
  4. 4. Seen as a little ‘stuffy’/traditional
  5. 5. Competing with more exciting brands like Help for Heroes</li></li></ul><li>Battle of Britain 70th anniversary<br />Opportunities<br />Biggest aerial battle in British history<br />Lots of RAF related online communities to tap into<br />Challenges<br />Danger of reinforcing image of traditional, veterans charity<br />Lots of military/RAF related organizations want a slice of the pie. How to differentiate ourselves?<br />
  6. 6. Introducing <br />1940 Chronicle...N<br /><ul><li> 1940s newspaper site, daily news on Battle of Britain
  7. 7. Five 1940s characters who blog and tweet about their personal experiences of the Battle
  8. 8. Live interaction on Twitter
  9. 9. Updates on Facebook
  10. 10. Long running campaign</li></li></ul><li>The people<br />@1940George<br />@1940Jane<br />@1940Frank<br />@1940Alex<br />@1940Mary<br />
  11. 11. The blogs<br />
  12. 12. Characters on Twitter<br />
  13. 13. Live interaction<br />
  14. 14. Chronicle on Facebook<br />
  15. 15. Getting the RAFBF message across<br />Subtle – runs throughout story, eg.<br />Mary often talks about burns victims being helped by the RAFBF<br />Chronicle news stories about RAFBF<br />Chronicle ran an appeal on behalf of the RAFBF<br />But always in character to keep it authentic<br />
  16. 16. Calls to action<br />Very gradual approach, built relationship first<br />Started with soft asks – RAFBF advert, spotlight links to Heartfelt Thanks campaign site and to donate<br />Letters to editor for data capture<br />Then added donate button and ran appeal in character in August<br />Added ‘say thank you’ data capture mechanism in last couple of weeks<br />RAFBF Twitter account follows all Chronicle character followers<br />
  17. 17. Online promotion<br />Identified and approached key influencers<br />Wrote in character on forums<br />Facebook advertising<br />Day of action – Battle of Britain day – 15th September!<br />
  18. 18. Day of action – 15/09/10<br />Big focussed outreach effort for one day. Contacted people we’d identified as key influencers and asked them to show their support on Battle of Britain Day by taking an action online<br />
  19. 19. Actions<br />‘Twibbon it’<br />‘Shout it’<br />‘Be a hero’<br />‘Start a trend’<br />‘Blog it’<br />‘Play your part’<br />Leave a message of thanks<br />
  20. 20. Results so far<br />19,600 repeat visitors to campaign site (43,000 unique visitors) <br />183% Increase in online donations after adding donate button to Chronicle site<br />Grown RAFBF twitter following from 25 to 746 <br />Lots of great coverage<br />Support from Stephen Fry<br />Increase in brand recognition amongst target audiences<br />Data capture – expanded email database<br />
  21. 21. Future opportunities<br />Possibility of resurrecting characters for future campaigns/appeals<br />Possible teaching resource<br />
  22. 22. Thanks for listening!<br />Any questions?<br />Yvonne Struthers<br />Online Communications Manager<br />@ystruthers<br /><br />