Lisa Shattock, head of marketing, SSAFA, the Armed Forces charity Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Lisa Shattock
Head of Marketing
SSAFA, the Armed Forces charity
Creating that human
connection
– across all your audiences

2. What is content & what is the ‘right’ amount ?
• Great marketing and targeted communications are supported by simple, concise
innovative content
• Content that cuts through noisy media is not an accident.
• It takes time to plan, innovate & craft your content ….
to create that human connection – you need nuggets!

3. What is a ‘nugget’?
Moment of truth Sweet spot Tipping point
Double-take Heart-stringer puller OMG moment
Money shot Killer stat Tear-jerker
Golden giving moment Rage donation etc ……….
• Called by a variety of names, it is something that taps into the heart & minds of your
target audiences, creating a connection with them & provoking a response.
• It can be a single statistic, a photo, a video, a social media message, a speech etc - But
it becomes a invaluable asset for communicating a key insight about your organisation.
• Use different nuggets for different audiences……
• Simplicity is best, as each nugget can evolve into key messaging & content. This in turn
needs to be nurtured, loved & dispersed across as many communication platforms/media
channels as possible to drive that all-importance human connection
What are your nuggets?
How do they make your audiences feel & react to your
organisation?

4. SSAFA, the Armed Forces charity – who are we??
• Established in 1885, we are the oldest tri-service military
charity, supporting currently serving, veterans and their
families – through independence and dignity
• We’re supported by over 6,000 volunteers across the UK & on
all military bases in the UK & overseas
• We offer personalised, tailored support through our volunteer
caseworker network, as well as many other services
• Last year, SSAFA helped over 67,000 people. This includes
Forceline, our free, confidential helpline - our team talked,
emailed, wrote to over 25,000 who contacted us for support.
• We partner with other military charities and specialist
organisations to ensure that those who turn to us for help get
the help they need
• Through contracts with the NHS & Ministry of Defence, we
give direct support to serving personnel and their families in
the UK & overseas. SSAFA’s doctors, nurses, midwives and
social workers deliver health and community care for British
Forces worldwide.
• SSAFA also provides Personal Support and Social Work
Services at RAF bases throughout the UK, as well as social
work support across the world.

5. Content & the Power of W
Why
What
Who
Where
When
So What?
the Power
of W

6. The Power of W (or planning 101)
Why?
• Why are you developing this content? The objectives?
• What are the outcomes that you want to deliver- they are measurable, aren't they?
What?
• What are you going to deliver & how does it fit with your existing marketing/PR/ fundraising plan?
• What ‘nuggets’ or story are you going to use to drive that human connection?
• Always have a Plan B/ back-up …… just in case ….
Who?
• Who is your target audience(s)? Do you have different content for different segments, can you repurpose/ reuse same
content to tell a slightly different version of the story to a different audience?.
• Who are you using to ‘tell’ the story, that human connection … beneficiary, employee, volunteer, celebrity
Where?
• What platforms or channels are you using, as many touchpoints as possible – on & offline. Think regional, not just
national focus
• Don’t be afraid to repeat & repurpose content to same & different audiences, remember your employee & volunteer
networks are valuable channels too
When?
• Timing can be everything, think about key media timings & what you could bump up against
• Sometimes even the best planning goes awry; right message, right audience, right time – until David Beckham happens!
So What?
• What do you want your target audience to do once they have seen & interacted with your content?
• Don’t assume it is obvious – Tell them, guide them, nurture their journey – make it REALLY simple to do
Example –
Championing military adoption -
www.ssafa.org.uk/militaryadoption

7. Our approach:
➢ Use research as proof point to highlight issue, across all channels & all activity
➢ Tap into current focus & debate around on mental health & resilience, especially in younger male population
➢ Reach out to different audiences, create something that lets them ‘experience’ what veterans feel & face on a daily
basis. Challenge audiences to interact with what they hear & see, - how would they cope?
➢ Use personal stories to highlight the issues we’ve uncovered & the difference that SSAFA has made. Personal
stories needed to demonstrate that there is ‘light’ at the end of the tunnel, encourage individuals to come forward,
not to suffer in silence - as there is support available
The Invisible Enemy – our nuggets of content
Campaign objectives:
1. Raise awareness of loneliness and
isolation experienced by veterans,
as well as vital work carried out by
SSAFA to support them.
2. Target new donors to support
SSAFA, either through volunteering
or through donations
3. Encourage veterans to come
forward if they are feeling isolated
after leaving the Armed Forces

8. PR activity
➢ News survey - Research commissioned to evidence issue of isolation in working age veterans
➢ Radio day - with Julie McCarthy and Craig, our case study
➢ Letter to Editor – from SSAFA Ambassador Antony Cotton in regional press
➢ Case studies - veterans experiencing loneliness & isolation
➢ Virtual Reality – innovative/immersive roadshows experience in Lakeside & Manchester
Radio ads – one to promote VR roadshow, two ‘Donate’ ads. VR roadshow & Donate ads on Manchester stations
(Radio X, Capital Manchester, Key 103). Donate in London; LBC & Absolute
Press ads – 1st to promote VR roadshows, 2nd - ‘Donate’ ad Manchester Metro & Manchester Evening News.
Online: -
➢ Dedicated campaign page and donate portal – built and optimised throughout campaign, included VR
experience, survey results and case studies
➢ Organic social media campaign – two week campaign using the VR experience, survey results, letter to editors and
case studies, all with a donate CTA. Also live-tweeted the VR roadshow and featured as an Instagram story.
➢ Digital advertising – including social media, display, PPC and retargeting campaigns, all with a donate CTA
➢ Email campaign – email sent to monthly newsletter subscribers featuring link to campaign page, case studies,
survey results and donate CTA.
All activity driving to single landing page
- www.ssafa.org.uk/fight
Loneliness & Isolation campaign activity

9. Loneliness & Isolation – examples of campaign activity

10. Campaign results
Against our agreed campaign aims / objectives:
▪ Targeting new donors and to drive traffic to chosen fundraising mechanism
o 72% of all hits to campaign page from social media activity
o 92% of PR coverage hits, included the campaign URL
▪ Raising raise awareness of SSAFA to wider public and potential beneficiaries
o Overall reach of PR activity totalled > 100.6m
o Total reach of paid for media > 2.6m
o Overall reach of Digital activity totalled > 8,2m
▪ To encourage working age veterans to come forward
o Uplift in calls to Forcesline for w/c 23rd October, +40%, callers said they’re calling as a direct result
of the campaign.
o Forcesline online enquiries up by 44%
o Lakeside & Manchester VR roadshows attracted potential beneficiaries, now in touch with their local
SSAFA branch, many having heard the radio ad campaign
Learnings:
• Didn’t start planning early enough, should have targeted earlier launch date in October. Underestimated how
long it would take to create VR, not able to repurpose assets across all creative as much as we’d have liked
• Letter to Editor from Anthony Cotton was well-received & content reused for several weeks after the initial
campaign finished - right subject, right audience, right time
• Good for brand awareness & establishing SSAFA as expert commentator, difficult to translate into direct
donation ask – what am I paying for? Needed a shopping list!

11. Top 5 Tips
1. Remember the Power of W – plan ahead, be clear about your objectives & measure your
outcomes
2. Define your organisation’s own content nuggets, which must be rooted in your
organisation’s purpose. How can you bring these nuggets to life to drive a reaction &
connection with those you need to influence?
3. Know your audiences & their preferred channels; listen to them & react to what they are
telling you about the content you create & share
4. Be bold & innovative where possible to create cut-through & stand-out; whether its new
photography, video, music, delivery mechanics .. test & learn a much as possible
5. People ‘buy’ from people. Find those people who are making a difference in your cause;
employees, fundraisers, volunteers, beneficiaries – celebrate them to amplify that human
connection.
We’ve more than 6,000 SSAFA volunteers across the UK & worldwide.
They are the heart & soul of our organisation, helping us offer practical, financial &
emotional support to more than 67,000 people last year.
Many of our volunteers are also fundraisers as well – here’s Kathy’s story

12. Creating a human interaction
Thank you
for listening
Lisa Shattock
Head of Marketing
SSAFA, the Armed Forces charity
lisa.shattock@ssafa.org.uk

13. Content strategy:
planning and delivering
standout content
22 February 2018
London
#CharityContent

14. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk