Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Effective Charity Fundraising TV Creative: Observations From A Media Agency Perspective

95 views

Published on

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: Rob Stephens, CEO, JAA Media

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Effective Charity Fundraising TV Creative: Observations From A Media Agency Perspective

  1. 1. Grow Your Giving: How cutting-edge creative is driving fundraising in 2020. Rob Stephens, CEO, JAA Media Effective Charity Fundraising TV Creative: Observations From A Media Agency Perspective raw.london hello@raw.london #Relay #GrowYourGiving
  2. 2. Effective Charity TV Creative Work Observations From A Media Agency Perspective
  3. 3. Current industry ‘mood music’ “the future is more about community building and engagement than broadcast advertising” Paul de Gregorio, Rally
  4. 4. “the future is more about community building and engagement than broadcast advertising” Maybe so. But broadcast advertising should surely play a part
  5. 5. TV: “still crazily effective after all these years” • it’s in strong Charity demand growth - still • it can & does work brilliantly for donor recruitment - still • nothing else matches its efficiency at scale – still
  6. 6. TV: “still crazily effective after all these years” BUT • less ‘forgiving’ than it used to be (saturation, migration of young audiences to digital platforms) • more critical than ever to get all the key elements right
  7. 7. The fount of our knowledge: charity TV we’ve worked on
  8. 8. 10 years…. 2010 - 2019
  9. 9. 48 charities…. 2010 - 2019
  10. 10. 102 FR programmes… 2010 - 2019
  11. 11. £222m spend 2010 - 2019
  12. 12. Disasters and Emergencies a good start point ….why?....
  13. 13. Disasters and Emergencies ▪ generate best in class ROI ▪ illustrate the basic drivers of effectiveness
  14. 14. awareness empathy urgency realisation of need (and scale) emotional response: I want to help action: I need to help NOW The drivers
  15. 15. accessible engagement payment choice UX I can respond in the way I want to…and its easy I can pay the way I want to….and its easy User journey is consistent with the advert I saw The facilitators
  16. 16. But are these drivers / facilitators available to every charity?
  17. 17. YES! (but not in the same combination and not necessarily to the same degree)
  18. 18. successful TV creatives optimise the charity’s position against each of these criteria….
  19. 19. or navigate around them….
  20. 20. Awareness • awareness and understanding of the cause and the charity not always available • can be overcome if the TV creative explains the need and the solution with simplicity and immediacy • the Donkey Sanctuary had virtually zero awareness but a series of powerful DRTV ads have delivered best in class ROI
  21. 21. Empathy The best ads – like this Plan UK 2017 commercial - powerfully engage the viewer via the illusion of direct eye contact with an individual person or animal https://www.youtube.com/watch?v=oBOlpHQ9d5s
  22. 22. Urgency Where none (in reality) exists should be implied or ‘artificially created’
  23. 23. Accessible engagement offer all the response channels follow the money adapt the strategy
  24. 24. Payment choices Offer all the channels test new payment technologies follow the money adapt the strategy
  25. 25. User experience User journey determines success good response but poor conversion = failure good conversion but poor retention = failure call centre expertise & stewardship important but Online experience especially critical……
  26. 26. Website critical – why? Profile of engagements by response channel 4% 6% 90% Source – JAA benchmarking, all RG recruitment programmes 2019
  27. 27. Website critical – why? conversion by response channel 82% 31% 4% Source – JAA benchmarking, all RG recruitment programmes 2019
  28. 28. Online conversion biggest variance we see between similar charities is often online conversion performance surprising as an improvement in online conversion from 3% to 5% = 23% more donors overall
  29. 29. Online Journey basic mechanics often neglected: ‘frictionlessness’, clear pathway to desired outcome online journey should be a continuation of the experience that started with the TV ad but so often isn’t
  30. 30. What about digital video?
  31. 31. Successful digital video In our experience digital video success is driven by the same underlying factors as TV but executed differently because digital is consumed very differently
  32. 32. Digital: different consumption • 80% of Facebook users ONLY access via mobile (Statista 2020) • sound off • frequent, fast paced, habitual
  33. 33. Digital execution Primary need is to immediately intrigue: 47% of value delivered in the first three seconds (Facebook / Nielsen study)
  34. 34. Successful digital video • Immediately engaging image • optimised for a mobile phone screen • focused on the need • text overlays • seasonal / topical if possible (urgency)
  35. 35. and finally…. best programmes consistently follow the classic DM disciplines of “test, learn, and refine” Applied not just to the creative & media but every aspect of the programme from call centre script through to web landing page
  36. 36. Across 2010-2019 JAA handled TV fundraising programmes for 48 charities large and small
  37. 37. disasters and emergencies brand awareness and engagement cash appeals legacy lottery mass participation events premium-sms single stage regular giving regular giving by mobile adoption and sponsorship value exchange lead gen / prospecting 102 individual programmes across every major FR product category
  38. 38. The Donkey Sanctuary: Indar
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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 Best Campaign, Pride Brand Makeover 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
  44. 44. 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

×