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40,000 Strong - how strong creative led to strong fundraising results for Help for Heroes

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This is a summary of a session from Raw London's Relay event, 'Grow Your Giving: How cutting-edge creative is driving fundraising in 2020', which took place on Thursday 12 March 2020.

Speaker: Lexi Short, Senior Campaigns Manager and Andy Johnson-Creek, Head of PR, Help for Heroes

Published in: Marketing
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40,000 Strong - how strong creative led to strong fundraising results for Help for Heroes

  1. 1. 40,000 STRONG LEXI SHORT SENIOR CAMPAIGNS MANAGER ANDY JOHNSON-CREEK HEAD OF PR
  2. 2. ©HelpforHeroes Sensitivity: Operational 2
  3. 3. ©HelpforHeroes Sensitivity: Operational 3
  4. 4. ©HelpforHeroes Sensitivity: Operational 4
  5. 5. HIGH BRAND AWARENESS LOW KNOWLEDGE / RELEVANCE LOW PERSONAL CONNECTION
  6. 6. ©HelpforHeroes THE CAMPAIGN SHOULD: Creating a central creative hook/mechanism provides messaging consistency & helps improve resonance of campaign 17/03/2020 6 Be consistent & highlight the role of H4H With limited budget we need to be effective in who we target so we can have maximum impact. Effective targeting We show our supporters how they can really make a difference, both to the lives of individual service men and women, and society as a whole. Tangible impact
  7. 7. ©HelpforHeroes BRAND/FUNDRAISING CAMPAIGN OBJECTIVES Increase brand health metrics across key audiences 17/03/2020 7 Make an impact Review the medical discharge process MoD / Government change £160,000 direct cash donations Drive supporter acquisition Make money
  8. 8. HOW CAN WE SHOW THE SCALE OF THE NEED? HOW CAN WE CUT THROUGH?
  9. 9. ©HelpforHeroes Sensitivity: Operational 9
  10. 10. ©HelpforHeroes Sensitivity: Operational 10
  11. 11. 7 40,000 MED DISCHARGE CAN BE BAD
  12. 12. ©HelpforHeroes Sensitivity: Operational THE CONCEPT 12
  13. 13. ©HelpforHeroes Sensitivity: Operational INDIVIDUAL STORIES 13
  14. 14. ©HelpforHeroes Sensitivity: Operational CREATING THE 40,000 STRONG 17/03/2020 14
  15. 15. ©HelpforHeroes Sensitivity: Operational INSTALLATION 15
  16. 16. ©HelpforHeroes Sensitivity: Operational 40,000 STRONG 16
  17. 17. ©HelpforHeroes Sensitivity: Operational LAUNCH DAY 17
  18. 18. ©HelpforHeroes LAUNCH DAY – BROADCAST & PRINT 19 live or pre rec interviews / segments 20+ nationals and regional clippings 17/03/2020 1818
  19. 19. ©HelpforHeroes Sensitivity: Operational INTEGRATED MARKETING MIX 17/03/2020 19
  20. 20. ©HelpforHeroes Sensitivity: Operational OPTIMISED SOCIAL CONTENT 17/03/2020 20
  21. 21. ©HelpforHeroes Sensitivity: Operational SO HOW DID WE DO? 17/03/2020 21
  22. 22. ©HelpforHeroes BRAND IMPACT We aimed to increase consideration and intent across our key audience groups: - We increased consideration by 6.1% at peak - We increased intent by 3.4% at peak - We also increased Index, Trust and consideration across all audience groups to our highest in the last 3.5 years - We reached 46 million people - Average Engagement rate on social was 2.6% above target - Acquired 2,000 new supporters (email) 17/03/2020 22
  23. 23. ©HelpforHeroes POLICY CHANGE 17/03/2020 23
  24. 24. ©HelpforHeroes FUNDRAISING THE FIGURES Asked for a recommended £5 donation at installations and online. Key ask across all channels was to ‘donate to own a figure’ - Total fundraised income to date £170k - Average donation amount per figure £8.16, 162% more - One off donations on top of up to £250 for a figure - Increase in general donations across Charity & trading sites, as well as sign ups to regular and payroll giving through incentivised sign ups 17/03/2020 24 17/03/2020 24
  25. 25. ©HelpforHeroes FUNDRAISING – THE MINI-INSTALLATION Initially planned as a way to keep the story alive in regions, became a key fundraising stream and engagement tool in communities: - 20 regional events mini-installation events in total, 16 held so far - £21k raised in donations through these events - Additional engagement benefits saw Veterans coming forward for support, Volunteer sign up, local partnership opportunities 17/03/2020 25
  26. 26. ©HelpforHeroes KEY LEARNINGS Value-based donation mechanism at the heart of creative and campaign lead to stronger personal connection and better fundraising 26 1 Maximising earned/owned channels alongside our small paid activity increased the impact & resonance of the campaign across all supporter groups – not just target! 2 National charity at a local level – the hidden benefits of installations for engagement… 3
  27. 27. THANK YOU Lexi Short Senior Campaigns Manager Lexi.Short@helpforheroes.org.uk Andy Johnson-Creek Head of PR Andy.Johnson-Creek@helpforheroes.org.uk

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