By Dan Field, Head of Innovation, WWF UK. Presented at Relay by Raw London, Thursday 28 April 2022 - Fundraising and Innovation: How charities are evolving their creative campaigns. www.raw.london/events

1. Fundraising and Innovation:
How charities are evolving
their creative campaigns.
Thursday 28 April 2022
raw.london/events

2. WHY WE NEED TO INNOVATE?
WE NEED TO THINK DIFFERENTLY ABOUT GENERATING INCOME
K- Recovery
Number of people giving
to charity has dropped
But those who are giving,
are giving more
The pandemic has only
exacerbated inequalities
Consumers expect more
from charities today in a
greenwashed and
‘purpose driven’ business
environment

3. Give
Get
‘Money’
‘Time’ ‘Voice’
‘Data’
Physical Value
‘What you receive’
Logical Value
‘Why you need it’
Emotional Value
‘Why you want it’
EVERY ‘ASK’ IS A VALUE EXCHANGE

4. 1. Unlock value from your assets

5. Audience Needs Charities Assets and Capabilities
Added Value
UNLOCK VALUE

6. Audience Needs Charities Assets and Capabilities
55+, Core BHF Supporter
• Audience’s number one concern is
their health, and they want to
carefully manage it so they can do
things they want to in their later
years.
• Health and wellbeing content
overload, don’t know what to trust
• High quality health and
wellbeing information
• High brand trust
• Medical expertise
A membership scheme
giving you scientifically
powered health and
wellbeing information
UNLOCKING VALUE

7. MyBHF
A membership scheme giving you scientifically
powered health and wellbeing information and
exclusive member rewards. Connecting you to
the BHF and protecting the lives of future
generations.
• Monthly personalised health and wellbeing
information and advice direct to your inbox
including
• Quarterly magazine
• Exclusive member rewards
• Ask a professional feature
• £4.99 per month

8. Get
Give
‘Money’
£4.99pm
Physical Value
‘What you receive’
Monthly personalised newsletter
Partner offers and discounts
Logical Value
‘Why you need it’
I need the latest health and
wellbeing info
It is convenient to me to get all my
health and wellbeing info in one
place
Being a member will help me
manage my health
Emotional Value
‘Why you want it’
I want to feel part of the BHF
I’m proud to be a member of the
BHF
I’m worried about my health
I trust the BHF to tell me the right
thing to do
MYBHF VALUE EXCHANGE
• Content to improve health
• Brand credentials
• Convenience of access
• Sense of personalisation
• The opportunity to support a good cause

9. MyBHF: The Results
• Unlocked commercial value from existing
asset
• Created a low cost value exchange product
• Converted non givers into givers (70% of
members hadn’t given money to BHF)
○ 60% open rate on email comms
○ Over 40% new audiences with £70 CPA on FB
○ 70% retention after month 6
• Rolling out tiered membership product
• Free version serving a unifying data capture
ask
Reader Warning: This didn’t happen overnight.
It took two years to get a pilot approved and live

10. 2. Habit Building

14. 3. Optimise Donate

15. EAST Model of Behavioural Change

16. 4. Don’t be late to the party….
…but let mum and dad know you’re going

18. 5. Beware of single points of failure

19. Takeaway questions
1. What assets do you have that could be
utilised in new ways?
2. How can you build ‘yes’ habits and turn your
audiences into ‘nodding dogs’?
3. Are you making it easy to donate?
4. What parties are you late for? Have you let
mum and dad know you’re going?
5. What are you reliant on to generate
income? How can you reduce that risk?
How can you spread your bets?

20. raw.london
Meet and share knowledge at our
third sector insight events.
Find this event recording on our
website, as well as all past and
upcoming events:
www.raw.london/events
About Relay by Raw London

21. raw.london
We can help!
We’re at our best when we’re involved from
the start. So if you have a brief in mind, or
would just like to chat, get in touch.
hello@raw.london
020 7831 6060
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22. Thanks!
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