Ruta Sudmantaite, business development manager - charity Sector, Mynewsdesk UK 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. CHARITYCOMMS
5 Of the Best Charity Campaigns | 2016

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© MYNEWSDESK 2016
Introduction
• Our 5 favourite campaigns (and why!)
• What are the key components of a great
charity campaign?
• Setting KPIs on your charity campaigns
(workshop)

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© MYNEWSDESK 2016
MACMILLAN -
#NOTALONE.
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© MYNEWSDESK 2016

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© MYNEWSDESK 2016
The campaign…
• Follows story of a cancer patient
• Aims to show MacMillan is more than a “nurse
provider” - holistic support comprising of
palliative care, information, physiotherapy
treatment and financial advice
• Multi-channel - TV / radio / social media

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© MYNEWSDESK 2016
What made it so great?
• Targeted ads: TV commercial
during Coronation Street
• Multi-channel campaign
• Website content - #NotAlone
stories

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© MYNEWSDESK 2016
The results…
• Continuous coverage across The Drum, The Mirror and other media
• Raised awareness of how & where to get support
• Fundraising for their services

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© MYNEWSDESK 2016
UNILVEVER -
#BRIGHTFUTURE
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© MYNEWSDESK 2016

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© MYNEWSDESK 2016
The campaign…
• Aligned with charities
• Series of stories, adverts & videos about how
Unilever’s brands have supported charities
(social good)

9. “People increasingly care about how the decisions they make affect the
world we live in. Our Bright Future campaign shows people that when
they buy our products they’re not just purchasing a bar of soap, they’re
enabling children to live past the age of five by helping to teach hand-
washing; and they’re helping children access education,”
Keith Weed
Chief Marketing Officer
2016’s Best Charity Campaigns - Mynewsdesk
© MYNEWSDESK 2016
“People increasingly care about how the decisions they make affect the
world we live in. Our Bright Future campaign shows people that when
they buy our products they’re not just purchasing a bar of soap, they’re
enabling children to live past the age of five by helping to teach hand-
washing; and they’re helping children access education,”
Keith Weed
Chief Marketing Officer
2016’s Best Charity Campaigns - Mynewsdesk
© MYNEWSDESK 2016

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© MYNEWSDESK 2016
What made it so great?
• Based on consumer research
• Tapped-into consumer interests
• Identified higher purpose for social good

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© MYNEWSDESK 2016
The results…
• #brightfuture has been rolled out in over 35 countries (to date) with over 7,500
employees actively engaged in the ‘movement’
• Improved the health and hygiene of around 482 million people, as well as reducing
CO2 emissions from energy by 39% per tonne of production*
• Continuous coverage
claims to have improved the health and hygiene of around 482 million people, as well as reducing CO2 emissions from energy by 39% per tonne of production

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© MYNEWSDESK 2016
STROKE ASSOCIATION
- MAKE MAY PURPLE
TYPE THE TITLE OF THE PRESENTATION HERE
© MYNEWSDESK 2016

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© MYNEWSDESK 2016
The campaign…
• Annual awareness month
• Key objective: to raise awareness of Stroke in the UK and
to get people talking about a condition that kills more than
cancer in the developed world
• People are invited to show their support for people affected
by strokes

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© MYNEWSDESK 2016
What made it so great?
• Clever use of media contacts (“sense checking)
• Fundraising by targeting relevant groups / communities
• Created a “buzz” with newsroom stories

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© MYNEWSDESK 2016
The results…
• Covered over 2,500 times
• 17 international news headlines
• All major UK TV news programmes covered
the story (inc. BBC, ITV, Sky)
• Increase in fundraising YoY

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© MYNEWSDESK 2016
CALM - AGAINST
LIVING MISERABLY
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© MYNEWSDESK 2016

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© MYNEWSDESK 2016
The campaign…
• “Heads Together” - a mental health
campaign called Heads Together, to
challenge the stigma of mental health
problems.
• Brand advocates include Professor Green
& Duke & Duchess of Cambridge

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© MYNEWSDESK 2016
What made it so great?
• Leveraging brand influencers
• Embargoed content
• Content hub
• Smart partnerships

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© MYNEWSDESK 2016
The results…
• CALMzine recently won Best Publication at the Mind Media Awards
• Shortlisted for multiple awards including Charity of the Year

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© MYNEWSDESK 2016
CAFEART -
MYLONDON
CALENDAR
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© MYNEWSDESK 2016

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© MYNEWSDESK 2016
The campaign…

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© MYNEWSDESK 2016
What made it so great?
• Using art to address a tough topic
• Helping people help themselves
• Raising awareness

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© MYNEWSDESK 2016
The results…
• Project has expanded globally
• Demand for calendars has increased (7,000 to be printed)
• Homeless people can directly participate and earn money from the calendar sales whilst
covering their own costs

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© MYNEWSDESK 2016
KPI WORKSHOP!
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© MYNEWSDESK 2016

25. Campaign KPIs

26. Agenda
• What are KPIs and why do we need them?
• How to review and create KPIs
- Review your existing KPIs
- Creating KPIs from scratch
- Audience and customer personas
- Content personas
- Content SWOT
- SMART Goals
• Create a Campaign Outline and Action Plan!

27. What are KPIs?
• Key Performance Indicators are a set of measurements that quantify
results.
Why do you need KPIs?
To work out :
• How you are performing against your goals?
• What is working and what doesn’t work?
• Where do you need to focus your efforts?
• What is going to motivate and inspire your audience?
• What is going to motivate and inspire your team to care about reaching
these goals?

28. Reviewing existing KPIs… 5 mins
• Get a partner
• State your KPI, ask why using the
phrasing, repeat five times!
• If you get stuck at …. “because”…
or “I don’t know”, it’s worth asking
whether that KPI is appropriate

29. Create KPIs from scratch
• Business Goals
• Customer/ Audience Personas
• Content personas
• Content SWOT
• SMART Goals
• KPI Matrix

30. Brainstorm Business Goals… 5 mins
• Work back from business goals.
What is important to your business?
• Get a piece of paper and
brainstorm about the wider aims of
your business
• Answers will inform the types of
metrics you require

31. Audience Personas...getting started
• Create the audience personas that
you are targeting in your campaign
• Study your readership using
technology
• Think about the motivation behind
consuming the content you already
create
• Example

32. Audience Personas... 5 minutes!
• Who is it?
• What are their problems and desires?
• What kind of content do they consume?
• Where do they consume content?
• How can you engage them?
• What is their number one challenge?
• What trends are driving their industry?
• What one need can you fulfill?
• What’s the best way to solve those needs with
content—through video, white papers, blog
posts, press releases, newsletters etc.?

33. Content Personas

34. FUNNEL

35. SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats

36. SMART goals

37. SMART goals
PEOPLE MEANING

38. SMART goals, strategies and KPIs: 15 minutes
What do you want to Achieve?
What’s your method/ actions?
How are you going to measure results?
Who do you need to help you achieve this?
What do you expect to achieve?
What were your results?

39. Final thoughts
● Make sure you review your KPIs/goals! As they are time-bound, once you have
reached a time stamp, review your goals.
● Decide whether the meaning you derived from the numbers was meaningful to
the business goals.
● If you are feeling apathetic about hitting your targets it’s because they
were probably the wrong targets.

40. Questions...

41. Additional Resources
http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

42. 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

43. 8 December 2016
London
#charityPR
Behind the headlines:
getting your charity’s story
into the news