A whirlwind tour through the British Heart Foundation's Mending Broken Heart Appeal and how we integrated cross channel online and offline to achieve a better reach and response for awareness and fundraising objectives.
THE BRIEF11.15 – 15 mins:Integrating Online & Offline Communications To Maximise Exposure, Increase Engagement & Drive Online Giving• How can you integrate multiple channels within your fundraising strategy? • What are the dos and don’ts of an integrated campaign? • Communicating with your supporters through multiple platforms without over contacting them• Avoiding information silos• Ensuring your organisation is communicating uniform messages both online and offlineDelegates have requested to hear practical examples and tools and tips to take away with them from the conference so please bear this in mind when preparing for your session Delegates would like to hear examples or case studies of when charities have integrated online and offline communications. How was it planned for? How did they use the digital channels? For example what is the best way to go about it – should a charity send out a mailing followed up by contact on digital channelsWhat has been successful in integrating channels. What has not worked so well?How can social media impact on direct marketing? How has this been done and what was the outcome? It is about how to integrate online and offline appeals to get more money, ‘better money’ and loyalty. ---Laila to introduce us – and topic for presentation: Flagship appeal for our 50th AnniversaryRaise £50mil over 5 years RAISE FUNDS TO SUPPORT A £50M RESEARCH PROJECTPrivate phase through 2010Public phase launched Feb 2011Key strands: fashion, art, grassroots, events, & individualsCombination of Paid, Earned and Owned media – TO GRAB ATTENTION AND ESTABLISH: THE NEED - THAT HEART DAMAGE CANNOT BE REPAIRED AND IS DEBILITATING THE HOPE – THAT REGENERATIVE MEDICINE COULD MEND BROKEN HEARTS
LT Introduce the concept that everything was designed to revolve around a single creative concept – ‘hope’Play the advert 60 secs
DRTV TO DRIVE EMPATHY AND THE NEED FOR MONEY
DIGITAL (INCLUDING WEBSITE) TO...ENGAGE? CAPTURE DATA? DEEPER ENGAGEMENT? SHAREABILITY?
DIRECT MAIL TO BUILD THE STORY AND DRIVE ACTION (DONATIONS)
PGCOMMUNICATING A VERY COMPLEX SCIENTIFIC MESSAGE – THAT HEARTS CANNOT REPAIR THEMSELVES, THAT HEART FAILURE IS DEBILITATING, THAT REGENERATIVE MEDICINE COULD OFFER HOPE, THAT WE NEED MONEY TO FUND THIS – IN AN ENGAGING WAYBalancing requirements despite wide variety of formats, objectives and audiences
PGComment – daily campaign catch up – from launch. This was a learning for us from this campaign.+ GET DIFFERENT ONLINE AND OFFLINE AGENCIES WORKING CLOSELY TOGETHER FROM AN EARLY STAGEDON’T FORCE INTEGRATION – IT ONLY WORKS IN YOUR FAVOUR WHERE THERE IS A NATURAL FIT. IE IT WOULDN’T HAVE BEEN APPROPRIATE TO HAVE TALKING FISH AS PART OF A DIRECT FUNDRAISING ASK! BUT WE DID USE A BLUE, DAPPLED LIGHT EFFECT ON IT. WE ALSO USED THE ‘HERO’ FISH AS PART OF THE DIRECT MAIL PACKS
British Heart Foundation Integration of Online and Offline for Fundraising
1 in 4 saw at least two media creatives, 1 in 10 saw three<br />TV: 49%<br />34%<br />Digital: 15%<br />4%<br />6%<br />3%<br />5%<br />2%<br />2%<br />Print: 15%<br />Hall and Partners: Post Campaign Evaluation for BHF: ATL Recognition<br />
Challenges<br />Complex scientific message<br />Balancing requirements despite wide variety of formats, objectives and audiences<br />Internal comms across entire organisation<br />Interdependencies but varying lead times<br />
How we did it<br />Steering group<br />Core project team and representatives<br />Integrated planning<br />Strands for focus<br />Key message and campaign brand doc<br />Audience and journey mapping <br />
Do’s and Don’ts<br />DO<br />Define roles upfront<br />Create single campaign visual and message guidelines<br />Map user journeys and timings<br />Daily campaign stats catch ups<br />DON’T<br />Force integration<br />Forget contingency planning<br />Sweat the small inconsistencies<br />Be territorial<br />