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Alice and Save the Children’s further adventures in Legacy Land

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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: Jon Jacques, Proposition Lead (Legacies), Save the Children UK

Published in: Marketing
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Alice and Save the Children’s further adventures in Legacy Land

  1. 1. Grow Your Giving: How cutting-edge creative is driving fundraising in 2020. Jon Jacques, Proposition Lead (Legacies), Save the Children Alice and Save the Children’s further adventures in Legacy Land raw.london hello@raw.london #Relay #GrowYourGiving
  2. 2. Alice and Save the Children’s further adventures in Legacy Land Raw.London 12 March 2020 3 2018 2019
  3. 3. The value of Legacies 4 Total UK legacy income, 1988-2023, £bn (current prices) Total number of charity bequests, 1988-2023, 000s Save the Children legacy income, 2004-2019 Raw.London 12 March 2020
  4. 4. Legacy income - Known vs Unknown 5Raw.London 12 March 2020
  5. 5. Size of opportunity – baby boomers 6Raw.London 12 March 2020
  6. 6. UK legacy acquisition YoY growth 7 PPC and SEO Source: Ebiquity.co.uk. May 2014 – April 2019 Pet Products are RSPCA Home for Life and Cats Protection Cat Guardians Raw.London 12 March 2020
  7. 7. UK legacy acquisition – who’s out there? 8 PPC and SEO Raw.London 12 March 2020
  8. 8. Save The Children Tomorrow:
  9. 9. MEDIA ALICE! 1 0
  10. 10. Mixed Consumer Insight results for Alice Raw.London 12 March 2020
  11. 11. How did we answer these challenges? • Peer-to-peer social prompting • Clear Legacies CTA • Better brand recognition • New brand integration – children’s voices Raw.London 12 March 2020
  12. 12. Raw.London 12 March 2020
  13. 13. Integrated journey TV or Paid Social Website Will writing guide Thank you pack Raw.London 12 March 2020
  14. 14. Comparing results 15 KPI 2017 Target 2017 2018 Target 2018 Q2 2018 Target 2018 Q3 2019 Q4 Target 2019 Q4 YTD** Unique page views - 950 950 2,187 1,000 1,941 3,000 18,029 Guide downloads web 52 114 114 74 50 53 150 229 Inbound TV calls 14 7 7 3 21 11 14 14 Door drop leads 35 1 - - - - Insert leads 9 1 - - - - Paid social conversion (guide downloads) 30 12 12 6 6 12 150/ 500* 38/ 1,141* Paid social CTR 0.29% 0.43% 0.43% 0.41% 0.45% 0.28% 0.28% 1.60% 2017 2018 Q2 2018 Q3 2019 TV advertisement results, 2017/19 YTD First attempt at Legacy TV ad… Focus on impact of legacy gift Focus on building intent Raw.London 12 March 2020
  15. 15. Paid Social dashboard Raw.London 12 March 2020
  16. 16. Consumer Insight comparisons Recognition SCUK brand Warmth Consideration to support Raw.London 12 March 2020
  17. 17. Landing the legacy message Raw.London 12 March 2020 Prompted Impressions towards AV Key Take-Out from AV Consideration off back of AV
  18. 18. 19 The stronger legacy connection drives a better claimed behavioral response, but amongst a smaller audience Overall cut-through
  19. 19. 20 Impact Storytelling Response Legacy message 2018 Impact Storytelling Response Legacy message 2019 The crux of the matter
  20. 20. 21Raw.London 12 March 2020 Any Questions?
  21. 21. About Relay Relay refers to our series of events run exclusively for senior marketers, social media managers and content producers in the third sector. The aim is to help charities get the best possible results from their content by encouraging peers to pass on their experiences and insight. raw.london hello@raw.london
  22. 22. You’re in great company! Since launching these free quarterly events 3 years ago, we have welcomed over 40 speakers from both large and small charities, and have received consistently excellent feedback from more than 500 attendees. raw.london hello@raw.london
  23. 23. About Raw London We are a strategic and creative agency. Since 2006, we’ve been delivering integrated campaigns which challenge perceptions, inspire action and drive change for good. Our focus is on outcomes. Using deep insight and world-class creative we cut through the clutter, the fake news and the fatigue, mobilising people to get involved and make a tangible difference. raw.london hello@raw.london
  24. 24. As a certified B-corporation, we’re proud to have partnered with hundreds of brands using business as a force for good. raw.london hello@raw.london
  25. 25. The Drum Social Purpose Awards BEST VIDEO CAMPAIGN 2016 - 2019 Cannes Corporate Media & TV Awards FUNDRAISING, CSR & NOT-FOR-PROFIT 2016 - 2018 Platinum Winner of Winners, EVCOM Screen Awards Gold Best Video Campaign, The Drum Social Purpose Awards Gold Best Video as Part of a Content Marketing Program, Content Marketing Awards Gold Fundraising, CSR and not for profit, Cannes Corporate Media & TV Awards Gold Best Creative Content Idea Using Video, The Drum Content Awards Gold Internet Video (Short form) - Branded Entertainment, Lovie Awards Gold Best Creative Campaign, Creative Shootout Gold Marketing Campaign of the Year, Third Sector Awards Gold CSR Project of the Year, Charity Times Awards Gold Brand Communication, EVCOM Clarion Awards Gold Best Social Media Campaign, The Drum Major Players Gold Social Welfare, EVCOM Clarion Awards Gold Best Video, The Drum Marketing Can Change the World Awards Gold Innovation, EVCOM Clarion Awards Gold Health and Wellbeing, EVCOM Clarion Awards Gold Best example of collaboration with an external agency, In-house Design Awards Gold Environment, EVCOM Clarion Awards Gold Cinematography, EVCOM Film Awards Gold Brand Communication, EVCOM Clarion Awards Gold Best Video Campaign, The Drum Social Purpose Awards Gold Award for Excellence in Charity or Not-for-Profit, EVCOM Industry Awards Gold Health and well-being (Screen), EVCOM Clarion Awards Gold Clarion Film of the Year, EVCOM Industry Awards Gold Partnership of the Year, NE Youth Projects with Pride Gold Videos off & online - not for profit, SUMMIT Creative Awards Gold Best Film (£100k-£500k t/o), Charity Film Awards Gold Internet video - Branded Entertainment Short, The Lovie People's Choice Awards Gold Charity & Not For Profit, EVCOM Screen Awards Gold Best Video, The Drum Marketing Can Change the World Awards Gold Most Effective Use of Video Content in Digital Campaigns, EVCOM Industry Awards Gold Best LGBTQ+ Creative. Outvertising Awards Gold The proof To date, our clients have won over 50 international awards; but really we’re just getting started. raw.london hello@raw.london
  26. 26. Raw London is a multi-award winning strategic and creative agency. Are you ready to make a change? Speak to our team raw.london hello@raw.london +44 (0)20 7831 6060 Your core team Ryan Wilkins Founder & CEO ryan@raw.london 020 7269 9261 fiona@raw.london 020 7269 9263 Fiona Koch Account Planner & Director Ed Hardy Creative Lead Amber Parsons Creative Director Don Mike Content Strategist James Page Content Producer Lee Jones Director of Photography Tom Fuller Art Director Charlotte Harris Marketing Director Lexi Kiddo Creative Producer raw.london hello@raw.london

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