Craig Linton, Head of Fundraising at RLSM: Good Bites Big Appeals

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The document discusses a fundraising appeal called "Little Heroes" conducted by a charity to raise money for its nursery program. It provides background on the charity's poor past fundraising performance and low staff morale. It then details the various fundraising strategies used for the appeal, including direct mail, telephone calls, community events, mobile/text messaging, online campaigns, and PR. Results are presented showing some successful strategies like mobile/text fundraising but other struggles like community collections. Key lessons learned emphasize quickly abandoning ineffective approaches and starting with existing donors.

Health & Medicine Business

Why do a mini-big appeal?

Background to Little Heroes

Key principles for the appeal

What we did

Results so far

Key learnings
RLSB: Good Bites Presentation
2
August 2012

Why do a mini-big appeal?

1.Raise money

2.Gives fundraising a focus & builds
team spirit

3.Appeals to donors

RLSB: Good Bites Presentation
3
August 2012

Background to Little Heroes

1.Poor morale of staff

2.History of fundraising failure

3.Nursery our
‘crown jewel’ service

RLSB: Good Bites Presentation
4
August 2012

Key principles for the appeal

1.Testing ideas

2.Integration

3.Organisational wide involvement

RLSB: Good Bites Presentation
5
August 2012

What we did – direct mail

Mailing to
warm donors

Personal invite to
potential major
donors to visit
nursery

RLSB: Good Bites Presentation
6
August 2012

What we did - telephone

Called current and
lapsed regular givers.

Asked them to advocate
for the appeal.

Will follow up with a
reactivation /
upgrade call in
September

RLSB: Good Bites Presentation
7
August 2012

What we did –
community fundrasing
Focus on collections
and home money boxes

Looked to engage new
community support in
Kent

Town challenges with
fundraising team

RLSB: Good Bites Presentation
8
August 2012

What we did – mobile

Panels on trains - £3
donation ask

Distributed over 1,000
posters through the
town challenge

Followed up with an
advocate ask

RLSB: Good Bites Presentation
9
August 2012

What we did – online

Created microsite

Tested banner ads

Blogger engagement

Daily blog

RLSB: Good Bites Presentation
10
August 2012

What we did – PR

Celebrity messages

Local media

Radio ads

RLSB: Good Bites Presentation
11
August 2012

Results so far – the good

Mobile giving
• Nearly 700 texts against a 500 target.
• Over 60% agreed to advocate.
• Cost per acquisition around £70 & 7 month break even
(based on 50% penetration, 20% yes to direct debit)

Parental & staff support
• Over £10,000 has come from parents, nursery staff and
their family, friends etc

RLSB: Good Bites Presentation
12
August 2012

Results so far – the ok

Direct mail
• Over 15% response rate
• Average gift of ~£27 (30% higher than usual)
• Ten gifts of £250 or over

PR
• Lots of coverage, including national press and TV
• Not converted to donations
• Radio produced little response

RLSB: Good Bites Presentation
13
August 2012

Results so far – the indifferent

Collections
• Real struggle to place the boxes
• Public collections have struggled - £80 from Tunbridge
Well’s train station
• Had to look for a community plan B

Telephone
• High agreement to advocate – over 60%
• Not translated to income
• Could still come good if upgrade, reactivation, DD sign
up rates are improved

RLSB: Good Bites Presentation
14
August 2012

The final month

1. Major gift matched funding

2. Cold mailing

3. Text follow up

4. Little Heroes day – 21st September

RLSB: Good Bites Presentation
15
August 2012

Key learnings for the appeal

1. Abandon things that don’t work quickly

2. Cold community ask much harder than expected

3. Texting working well, but key is conversion

4. Start with your warm donors

5. Created a lot of internal goodwill and support

RLSB: Good Bites Presentation
16
August 2012

Any questions?
Craig Linton – Head of Fundraising
craig.linton@rlsb.org.uk
@frdetective

p.s Would you like to help reach the target?

• You can text NURSERY to 70007
• Help spread the word via Facebook & Twitter
• Help raise money (all donations matched) on Friday 21st
September

RLSB: Good Bites Presentation
17
August 2012

Craig Linton, Head of Fundraising at RLSM: Good Bites Big Appeals

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This document summarizes a presentation about conducting a "mini-big appeal" fundraising campaign called "Little Heroes" for a nursery program. Some key points: 1) The campaign utilized various fundraising channels including direct mail, telephone calls, community events, digital, and PR to raise money. 2) Early results showed mobile fundraising and support from parents/staff were most successful, while community collections and phone calls required more work. 3) Lessons learned included focusing first on existing donors, quickly abandoning ineffective tactics, and creating internal support for the campaign.

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There is increasing confidence that cell therapies will soon play a role in the treatment of autoimmune disorders, but the extent of this impact remains to be seen. Early readouts on autologous CAR-Ts in lupus are encouraging, but manufacturing and cost limitations are likely to restrict access to highly refractory patients. Allogeneic CAR-Ts have the potential to broaden access to earlier lines of treatment due to their inherent cost benefits, however they will need to demonstrate comparable or improved efficacy to established modalities. In addition to infrastructure and capacity constraints, CAR-Ts face a very different risk-benefit dynamic in autoimmune compared to oncology, highlighting the need for tolerable therapies with low adverse event risk. CAR-NK and Treg-based therapies are also being developed in certain autoimmune disorders and may demonstrate favorable safety profiles. Several novel non-cell therapies such as bispecific antibodies, nanobodies, and RNAi drugs, may also offer future alternative competitive solutions with variable value propositions. Widespread adoption of cell therapies will not only require strong efficacy and safety data, but also adapted pricing and access strategies. At oncology-based price points, CAR-Ts are unlikely to achieve broad market access in autoimmune disorders, with eligible patient populations that are potentially orders of magnitude greater than the number of currently addressable cancer patients. Developers have made strides towards reducing cell therapy COGS while improving manufacturing efficiency, but payors will inevitably restrict access until more sustainable pricing is achieved. Despite these headwinds, industry leaders and investors remain confident that cell therapies are poised to address significant unmet need in patients suffering from autoimmune disorders. However, the extent of this impact on the treatment landscape remains to be seen, as the industry rapidly approaches an inflection point.

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Craig Linton, Head of Fundraising at RLSM: Good Bites Big Appeals

1. Good Bites 30th August 2012

2. Why do a mini-big appeal? Background to Little Heroes Key principles for the appeal What we did Results so far Key learnings RLSB: Good Bites Presentation 2 August 2012

3. Why do a mini-big appeal? 1.Raise money 2.Gives fundraising a focus & builds team spirit 3.Appeals to donors RLSB: Good Bites Presentation 3 August 2012

4. Background to Little Heroes 1.Poor morale of staff 2.History of fundraising failure 3.Nursery our ‘crown jewel’ service RLSB: Good Bites Presentation 4 August 2012

5. Key principles for the appeal 1.Testing ideas 2.Integration 3.Organisational wide involvement RLSB: Good Bites Presentation 5 August 2012

6. What we did – direct mail Mailing to warm donors Personal invite to potential major donors to visit nursery RLSB: Good Bites Presentation 6 August 2012

7. What we did - telephone Called current and lapsed regular givers. Asked them to advocate for the appeal. Will follow up with a reactivation / upgrade call in September RLSB: Good Bites Presentation 7 August 2012

8. What we did – community fundrasing Focus on collections and home money boxes Looked to engage new community support in Kent Town challenges with fundraising team RLSB: Good Bites Presentation 8 August 2012

9. What we did – mobile Panels on trains - £3 donation ask Distributed over 1,000 posters through the town challenge Followed up with an advocate ask RLSB: Good Bites Presentation 9 August 2012

10. What we did – online Created microsite Tested banner ads Blogger engagement Daily blog RLSB: Good Bites Presentation 10 August 2012

11. What we did – PR Celebrity messages Local media Radio ads RLSB: Good Bites Presentation 11 August 2012

12. Results so far – the good Mobile giving • Nearly 700 texts against a 500 target. • Over 60% agreed to advocate. • Cost per acquisition around £70 & 7 month break even (based on 50% penetration, 20% yes to direct debit) Parental & staff support • Over £10,000 has come from parents, nursery staff and their family, friends etc RLSB: Good Bites Presentation 12 August 2012

13. Results so far – the ok Direct mail • Over 15% response rate • Average gift of ~£27 (30% higher than usual) • Ten gifts of £250 or over PR • Lots of coverage, including national press and TV • Not converted to donations • Radio produced little response RLSB: Good Bites Presentation 13 August 2012

14. Results so far – the indifferent Collections • Real struggle to place the boxes • Public collections have struggled - £80 from Tunbridge Well’s train station • Had to look for a community plan B Telephone • High agreement to advocate – over 60% • Not translated to income • Could still come good if upgrade, reactivation, DD sign up rates are improved RLSB: Good Bites Presentation 14 August 2012

15. The final month 1. Major gift matched funding 2. Cold mailing 3. Text follow up 4. Little Heroes day – 21st September RLSB: Good Bites Presentation 15 August 2012

16. Key learnings for the appeal 1. Abandon things that don’t work quickly 2. Cold community ask much harder than expected 3. Texting working well, but key is conversion 4. Start with your warm donors 5. Created a lot of internal goodwill and support RLSB: Good Bites Presentation 16 August 2012

17. Any questions? Craig Linton – Head of Fundraising craig.linton@rlsb.org.uk @frdetective p.s Would you like to help reach the target? • You can text NURSERY to 70007 • Help spread the word via Facebook & Twitter • Help raise money (all donations matched) on Friday 21st September RLSB: Good Bites Presentation 17 August 2012

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