Russell BensonCommunity and Events Fundraising Coordinator
• International development agency• Supporting vulnerable communities aroundthe world• Responding to internationaldisasters• Raise £4.2m annuallyWhat is WJR?
St Mungo’s• National Homeless Charity• Provide support towards recovery andhelp to prevent rough sleeping• Help thousands of homeless people makelife changes every year• Raises £5.2m annually
Marie Curie Cancer Care• Great Daffodil Appeal• Walk Ten• Blooming Great Tea Party• Daffodil Runs
Outline• Definition• What is out there and what can we learn?• Product life cycle of a flagship appeal?• So why do it?• Conclusions• Discussion
DefinitionWikipedia:• A flagship is a vessel used by the commanding officer of a groupof naval ships, reflecting the custom of its commander• Used more loosely, it is the lead ship in a fleet of vessels, typically thefirst, largest, fastest, most heavily armed, or best known.• It has also come to be an adjective describing the most prominent orhighly touted product, brand, location, or service among those offeredby a company.
DefinitionFundraising:• Income generator• Direct• Indirect• Resources• Time• Materials• Largest profile• Staff• Media• Supporters
Examples• WJR Annual Dinner;• Woolly Hat Day;• Memory Walks;• World’s Biggest Coffee Morning;• Movember;• Dryathlon;• Christmas Jumper Day;• White Tie and Tiara Ball;• Poppy Appeal;• Great Daffodil Appeal;• Race For Life;• Wear Pink; Red; Blue; Yellow etc…
Poppy Appeal• 1920 – first appeal with 1 million poppies• Raised £106,000 (£30m today)• 1974 – 27 million poppies made• 2012 - Over 35 million poppies made• Raised £32m so far this year
Also…• Created in Australia 10 years ago• 2007 – broke 100,000 participants• 2012 – 1,000,000 participants•0204060801002004 2006 2008 2010 2012£MillionsGlobal Income
What can we learn?• One simple ask• Early investment• Resources, advertising, agency, consultancy• Know your supporters & listen to them!• Cherry pick supporters who will ask others• Co-ordinate across the charityOr….• Go to Australian pubs and listen!
Product Life Cycle• Where is my profit?• Where are we now?• Can we stop/slow decline?
Before the start• Strategy• Why are we doing this?• Who is our target audience?• What are we asking?• Where will it be?• How will it be done?• Fit in with wider strategy?• Financial• Resources• Research (internal/external)• SWOT analysis
Launch• Soft / Hard• Media• Event• Promotion• Recruitment• Toolkit / Materials• Website / Social Media• Testing!Make the ask!!
Momentum?• Continuous evaluation• ROI• Acquisition• Supporter Journey• New audiences• New products/events• Refresh concepts / materialsMake the ask!!Snowball effect?
Extension Strategy• New products / ideas• Create new partnerships• Investment in marketing• Celebrity Endorsement
So why do it?• Raise money• Attract new donors• Exciting engagement mechanism• Raise profile• Involve all stakeholders• Aspiration to be ‘next big thing’• Innovative sector• Increased competition• New trends
Conclusions• Don’t be afraid to start• Don’t be afraid to change• Don’t be afraid to finish• Feedback from everyone and at each stage• Learn from successes and mistakes• ‘Seize the moment’