Save the Children has grown its annual restricted capital appeal into a phenomenally successful integrated campaign - No Child Born to Die. The team behind this landmark campaign will share how they were able to break even on cold DM, integrate legacy asks and double high-value income as well as add new channels. Take away useful tips on how you can make tactical asks strategic - optimising opportunities to leverage response and grow income.
Annie Moreton, Head of Individual Giving at Save the Children: Good Bites Big...GOOD Agency
The document summarizes the growth of Save the Children's annual restricted appeal from 2009-2012. It discusses testing different tactics like targeting new donor segments, prompting legacy gifts, and creating a feedback journey. Key results included income growth from £400,000 to £700,000 over the years. Tactics like reminders, high value donors, and direct mail acquisition drove success. Lessons included starting planning earlier, prioritizing less responsive segments, and demonstrating impact to decision makers. The document provides tips for integrated capital appeals, including setting objectives, testing approaches, and partner engagement.
Veterans Virtual Career Fair - November 2011Bobbi Sheafer
This document provides an overview of Verizon Wireless as a company and potential career opportunities. It discusses that Verizon Wireless has over 107 million customers and 83,000 employees, and is the largest wireless network in the US. It also summarizes their corporate social responsibility initiatives in education, healthcare, domestic violence prevention, and being environmentally friendly. The document describes the various career paths available in areas such as sales, marketing, and customer service and the leadership development programs to help employees advance into management roles.
3rd party feedback product launch webinarJason Dea
The document discusses using customer feedback to drive business actions. It recommends companies both lead conversations to understand customer experiences and follow online conversations to identify trends. Text analytics can help summarize large amounts of feedback data. Location-specific feedback is important for improving individual customer experiences. Companies need to take concrete actions at the local level to resolve issues identified from feedback.
The document discusses the importance of integrating digital fundraising with other fundraising channels. It argues that full integration across online, direct mail, phone, and event fundraising maximizes results by deepening donor loyalty and lifetime value. Examples are provided that show higher returns and retention rates when organizations use multi-channel, coordinated campaigns rather than siloed fundraising approaches. A self-assessment framework is also included to help organizations determine where they are in their journey towards best practice integrated fundraising.
This is the UK version of presentation for the Re-Imagining Customer Feedback to Drive Action” webinar. To view full webinar, please visit http://cem.empathica.com/Emp3rdPartyFeedbackWebinar. Explore the challenges operators are facing today and discuss how looking at the customer experience through a “social” lens may help you to see the big picture of feedback.
In this session you will learn:
How surveys and social media can drive great experiences
How an end-to-end view of all customer feedback can uncover systematic issues and trends
How focusing on key improvements and tailored actions can build new habits in your stores
To learn more about Customer Experience Management:
Product and services page http://www.empathica.com/products-services/
Resource center http://www.empathica.com/resources/
Blog http://www.empathica.com/blog/
Consumer insights reports http://www.empathica.com/consumer-insights/
Industry-specific expertise http://www.empathica.com/industries/
Connect with us:
Twitter http://twitter.com/EmpathicaCEM
Facebook http://www.facebook.com/EmpathicaCEM
LinkedIn http://www.linkedin.com/company/empathica
People power2012 justinepannett_puppypowerGOOD Agency
This document summarizes a presentation about developing effective campaigns to influence behavior change. It discusses recognizing that people do not always think rationally and are influenced by external factors. A case study is presented on a campaign to reduce irresponsible puppy buying. Audience research revealed people see pedigree dogs as higher quality brands and are swayed by cute puppies. The presentation advocates understanding audiences, recognizing barriers to change, and taking a long-term approach working with rather than against opposing forces to achieve meaningful behavior modification over time.
Matthew Sherrington, Strategy Director at The Good Agency: Good Bites Big App...GOOD Agency
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.
1. The document discusses strategies for nonprofit organizations to put supporters back in charge by focusing on their mission and values rather than targets or what the organization does.
2. It recommends building a brand story around supporters, making the mission tangible and personal to supporters, and encouraging participation through fun engagement to connect supporters to the real-world impact.
3. Additionally, it suggests taking supporters to experience the mission first-hand and showing them the difference they make, as well as recognizing and congratulating supporters for their involvement.
Annie Moreton, Head of Individual Giving at Save the Children: Good Bites Big...GOOD Agency
The document summarizes the growth of Save the Children's annual restricted appeal from 2009-2012. It discusses testing different tactics like targeting new donor segments, prompting legacy gifts, and creating a feedback journey. Key results included income growth from £400,000 to £700,000 over the years. Tactics like reminders, high value donors, and direct mail acquisition drove success. Lessons included starting planning earlier, prioritizing less responsive segments, and demonstrating impact to decision makers. The document provides tips for integrated capital appeals, including setting objectives, testing approaches, and partner engagement.
Veterans Virtual Career Fair - November 2011Bobbi Sheafer
This document provides an overview of Verizon Wireless as a company and potential career opportunities. It discusses that Verizon Wireless has over 107 million customers and 83,000 employees, and is the largest wireless network in the US. It also summarizes their corporate social responsibility initiatives in education, healthcare, domestic violence prevention, and being environmentally friendly. The document describes the various career paths available in areas such as sales, marketing, and customer service and the leadership development programs to help employees advance into management roles.
3rd party feedback product launch webinarJason Dea
The document discusses using customer feedback to drive business actions. It recommends companies both lead conversations to understand customer experiences and follow online conversations to identify trends. Text analytics can help summarize large amounts of feedback data. Location-specific feedback is important for improving individual customer experiences. Companies need to take concrete actions at the local level to resolve issues identified from feedback.
The document discusses the importance of integrating digital fundraising with other fundraising channels. It argues that full integration across online, direct mail, phone, and event fundraising maximizes results by deepening donor loyalty and lifetime value. Examples are provided that show higher returns and retention rates when organizations use multi-channel, coordinated campaigns rather than siloed fundraising approaches. A self-assessment framework is also included to help organizations determine where they are in their journey towards best practice integrated fundraising.
This is the UK version of presentation for the Re-Imagining Customer Feedback to Drive Action” webinar. To view full webinar, please visit http://cem.empathica.com/Emp3rdPartyFeedbackWebinar. Explore the challenges operators are facing today and discuss how looking at the customer experience through a “social” lens may help you to see the big picture of feedback.
In this session you will learn:
How surveys and social media can drive great experiences
How an end-to-end view of all customer feedback can uncover systematic issues and trends
How focusing on key improvements and tailored actions can build new habits in your stores
To learn more about Customer Experience Management:
Product and services page http://www.empathica.com/products-services/
Resource center http://www.empathica.com/resources/
Blog http://www.empathica.com/blog/
Consumer insights reports http://www.empathica.com/consumer-insights/
Industry-specific expertise http://www.empathica.com/industries/
Connect with us:
Twitter http://twitter.com/EmpathicaCEM
Facebook http://www.facebook.com/EmpathicaCEM
LinkedIn http://www.linkedin.com/company/empathica
People power2012 justinepannett_puppypowerGOOD Agency
This document summarizes a presentation about developing effective campaigns to influence behavior change. It discusses recognizing that people do not always think rationally and are influenced by external factors. A case study is presented on a campaign to reduce irresponsible puppy buying. Audience research revealed people see pedigree dogs as higher quality brands and are swayed by cute puppies. The presentation advocates understanding audiences, recognizing barriers to change, and taking a long-term approach working with rather than against opposing forces to achieve meaningful behavior modification over time.
Matthew Sherrington, Strategy Director at The Good Agency: Good Bites Big App...GOOD Agency
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.
1. The document discusses strategies for nonprofit organizations to put supporters back in charge by focusing on their mission and values rather than targets or what the organization does.
2. It recommends building a brand story around supporters, making the mission tangible and personal to supporters, and encouraging participation through fun engagement to connect supporters to the real-world impact.
3. Additionally, it suggests taking supporters to experience the mission first-hand and showing them the difference they make, as well as recognizing and congratulating supporters for their involvement.
Learn how other non-profit organizations have created a closed loop system that tracks response, captures donor motivations, and helps increase participation and revenues. Leave with a clear picture of how to develop your own communication plan that will connect, engage, and convert more donors.
Organizations are doing great advocacy and fundraising work in a variety of channels -- online, offline, and everywhere in between. With an integrated approach, all that work can add up to more than the sum of its parts, but figuring out where to focus can be frustrating.
Join Avalon Consulting and Change.org to learn the five critical strategies that will help integrate your efforts and drive the most value from your direct marketing work across all your channels, including:
* Welcoming new supporters and capitalizing on first-time donors
* Cross-channel integration best practices
* Testing and tracking multichannel efforts
Retaining Your Donors: Effective Techniques for Stewardship and CultivationJann Schultz
Operation Smile implemented a "Donor First" philosophy to improve the donor experience. They reviewed all donor touch points to identify gaps and design solutions. Their new strategies included personalized thank you calls and notes for all donors, as well as a multi-channel welcome series of 4 emails with reporting videos and matching challenges. These changes led to improved processes, increased retention rates, and more revenue from retained donors. Operation Smile has expanded this Donor First approach globally.
Create a Successful Multi-Channel Fundraising StrategyKathryn Hall
This document provides an agenda and overview for a presentation on creating a successful multichannel fundraising strategy. The presentation covers trends that demonstrate the importance of a multichannel approach, elements of an effective multichannel engagement strategy including branding, print, email, website, and social media. It also discusses best practices like integrating departments, mapping donor channel preferences, and creating a coordinated fundraising campaign. The presentation aims to provide attendees with a blueprint for developing a comprehensive multichannel individual giving strategy.
Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...hjc
Ken Kuhler, Interactive Strategy Manager, Blackbaud, discussed how to apply next generation trend data to your multi-channel, multi-generational fundraising and engagement efforts including practical tools and techniques, and real-world case studies.
How Save the Children is using segmentation to drive value and learning. Audi...CharityComms
Annie Moreton, deputy director individual giving and legacies, Save the Children
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Multichannel fundraising leverages different communication channels to cultivate relationships with donors over time. A case study from Mercy Corps showed how integrating staff, budgets, and programs across channels, along with cultivating donors through different touchpoints, led to growth in key metrics like monthly donors and revenue. Care2's data demonstrated that acquiring donor leads online and following up through telemarketing, direct mail, and email produced the highest conversion rates. Effective multichannel approaches require breaking down silos, coordinating messages across channels, and testing different cultivation strategies to deepen engagement with donors.
Converting Online Campaigners into DonorsCare2Team
*Watch or download the full webinar (with audio and slides) at: http://bit.ly/convert2donors
Online campaigners are an increasingly important source of new donors for many organisations.
How can your organisation rapidly grow its base of online campaigners, and effectively convert them into donors?
Watch this free webinar to learn how Greenpeace UK, leveraging tools provided by Engaging Networks, and multichannel donor outreach, has excelled in turning campaigners into campaigning donors:
"Converting Online Campaigners into Donors"
In this webinar you will learn:
-Keys for bringing people into the fold through powerful email messaging
-Ways to deepen campaigner engagement and commitment
-Tactics for converting donors online and offline
-Listen to what people are saying online, remarket to them, and improve your campaign results
Thought leadership webinars achieving exceptional fundraising performance o...ASI
This document provides tips and strategies for non-profits to improve fundraising performance. It discusses measuring key metrics like retention, lifetime donor value, and return on investment. It recommends optimizing donor acquisition through websites, social media, and mobile optimization. Strategies to improve donor retention include personalized communications, multi-step approaches, and engaging donors through multiple activities. Maximizing donor value involves understanding which acquisition and retention channels are most effective and utilizing peer-to-peer fundraising.
Thought leadership webinars achieving exceptional fundraising performance o...ASI
The document provides an overview of strategies for achieving exceptional fundraising performance. It discusses current trends in fundraising, the importance of measurement and benchmarking, and provides tips to optimize donor acquisition, improve donor retention, and maximize donor value. Specific strategies include optimizing websites and social media for donations, personalizing outreach, using multi-step email campaigns, leveraging influencers, and maximizing the value of different fundraising channels.
Multichannel marketing campaigns that integrate different channels like email, direct mail, telemarketing, and social media can improve fundraising results. This presentation discusses using data from one channel to better target constituents through other channels. It provides an example of a multichannel onboarding process for new supporters that engages them through a series of emails, telemarketing, and direct mail over their first few months as a supporter. Measurement of past campaigns show improved response rates and fundraising results when integrating digital and offline channels in a connected, data-driven way.
ElectionMall Webinar: Maximizing the Donor Experiencecampaigncloudos
This document provides information about proprietary campaign software that helps political campaigns with fundraising, outreach, and advertising. It includes case studies of campaigns that used the software to raise $1.2 million and $1.6 million respectively. It also outlines best practices for donor cultivation and fundraising, including thanking donors, customizing donor communications, and setting fundraising goals and timelines.
Jump Start Your Direct Mail (and Annual Fund Program)… NOW!4Good.org
Strategies to inject new life into your annual appeal. By planning, you'll know what your desired result is, by setting a goal and taking steps to attain it and talking to your audience the “right” way.
The document summarizes key points from a workshop on integrating digital into fundraising. It discusses how digital is one part of the fundraising puzzle and how communication hasn't changed but behaviors have. It provides case studies on how organizations like The Wesley Mission, Greenpeace, and Animals Australia have successfully used digital along with other channels. The document also covers metrics for digital fundraising success, trends in mobile donations, and the importance of data, storytelling, onboarding donors, designing donor journeys, and focusing on retention.
This presentation describes the technological trends developed to help charities and fund raising organizations overcome the current challenges. The presentation also describes how LINKDev charity solution introduces a competitive advantage to charities by helping them stay current with technological advances
The document discusses strategies for successful year-end fundraising. It emphasizes testing initiatives across multiple online channels to engage donors, including participating in #GivingTuesday, search engine marketing, social media campaigns, and coordinating messaging. Case studies show how testing different asks and mobile-optimizing pages increased donations for organizations. Proper tracking, attribution, and documenting lessons is important to refine strategies and improve performance over time.
The document discusses the UK government's broadband programme to improve broadband access and digital skills by 2015. It summarizes the goals of increasing online access and digital skills for citizens and small businesses. It then introduces the Go ON UK charity, which aims to get everyone and every organization online and digitally capable. The document outlines how local Go ON campaigns in places like Liverpool work with partners and digital champions to increase online access and motivation through community support and marketing. It attributes Liverpool's success to its large number of partners, champions, and political support that helped many residents gain online access and skills.
How Blackbaud technology helps support a nonprofit in their Supporter Journey Strategy; includes references to Blackbaud CRM, The Raiser's Edge, and Blackbaud NetCommunity. Presented at Sonoma State University User Forum.
Good Bites on Christmas Appeals, July 2013GOOD Agency
- Christmas is the biggest time of year for charitable giving, but donations only represent a small fraction of increased household spending at the holidays (less than 1%).
- To be successful, charities need a unique Christmas appeal proposition that shows relevance, engages supporters, and integrates with broader campaigns.
- Effective propositions tap into what Christmas means to target audiences and create a positive experience that doesn't rely on guilt. Examples could involve storytelling, linking to existing gift-giving behaviors, or granting Christmas wishes.
Dan Dufour at Good Bites...on branding inside outGOOD Agency
Commercial brands are increasingly behaving like charities by focusing on social causes. The document discusses 10 current branding trends, including using entertainment and conversational tone to engage customers, prioritizing experiential marketing, maintaining a flexible yet consistent brand presence, giving customers more control and collaborating with others. It also emphasizes the importance of clarity on a brand's purpose and focusing on the customer benefits.
More Related Content
Similar to Growing your appeal, Debbie West at the IoF National Convention 2012
Learn how other non-profit organizations have created a closed loop system that tracks response, captures donor motivations, and helps increase participation and revenues. Leave with a clear picture of how to develop your own communication plan that will connect, engage, and convert more donors.
Organizations are doing great advocacy and fundraising work in a variety of channels -- online, offline, and everywhere in between. With an integrated approach, all that work can add up to more than the sum of its parts, but figuring out where to focus can be frustrating.
Join Avalon Consulting and Change.org to learn the five critical strategies that will help integrate your efforts and drive the most value from your direct marketing work across all your channels, including:
* Welcoming new supporters and capitalizing on first-time donors
* Cross-channel integration best practices
* Testing and tracking multichannel efforts
Retaining Your Donors: Effective Techniques for Stewardship and CultivationJann Schultz
Operation Smile implemented a "Donor First" philosophy to improve the donor experience. They reviewed all donor touch points to identify gaps and design solutions. Their new strategies included personalized thank you calls and notes for all donors, as well as a multi-channel welcome series of 4 emails with reporting videos and matching challenges. These changes led to improved processes, increased retention rates, and more revenue from retained donors. Operation Smile has expanded this Donor First approach globally.
Create a Successful Multi-Channel Fundraising StrategyKathryn Hall
This document provides an agenda and overview for a presentation on creating a successful multichannel fundraising strategy. The presentation covers trends that demonstrate the importance of a multichannel approach, elements of an effective multichannel engagement strategy including branding, print, email, website, and social media. It also discusses best practices like integrating departments, mapping donor channel preferences, and creating a coordinated fundraising campaign. The presentation aims to provide attendees with a blueprint for developing a comprehensive multichannel individual giving strategy.
Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...hjc
Ken Kuhler, Interactive Strategy Manager, Blackbaud, discussed how to apply next generation trend data to your multi-channel, multi-generational fundraising and engagement efforts including practical tools and techniques, and real-world case studies.
How Save the Children is using segmentation to drive value and learning. Audi...CharityComms
Annie Moreton, deputy director individual giving and legacies, Save the Children
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Multichannel fundraising leverages different communication channels to cultivate relationships with donors over time. A case study from Mercy Corps showed how integrating staff, budgets, and programs across channels, along with cultivating donors through different touchpoints, led to growth in key metrics like monthly donors and revenue. Care2's data demonstrated that acquiring donor leads online and following up through telemarketing, direct mail, and email produced the highest conversion rates. Effective multichannel approaches require breaking down silos, coordinating messages across channels, and testing different cultivation strategies to deepen engagement with donors.
Converting Online Campaigners into DonorsCare2Team
*Watch or download the full webinar (with audio and slides) at: http://bit.ly/convert2donors
Online campaigners are an increasingly important source of new donors for many organisations.
How can your organisation rapidly grow its base of online campaigners, and effectively convert them into donors?
Watch this free webinar to learn how Greenpeace UK, leveraging tools provided by Engaging Networks, and multichannel donor outreach, has excelled in turning campaigners into campaigning donors:
"Converting Online Campaigners into Donors"
In this webinar you will learn:
-Keys for bringing people into the fold through powerful email messaging
-Ways to deepen campaigner engagement and commitment
-Tactics for converting donors online and offline
-Listen to what people are saying online, remarket to them, and improve your campaign results
Thought leadership webinars achieving exceptional fundraising performance o...ASI
This document provides tips and strategies for non-profits to improve fundraising performance. It discusses measuring key metrics like retention, lifetime donor value, and return on investment. It recommends optimizing donor acquisition through websites, social media, and mobile optimization. Strategies to improve donor retention include personalized communications, multi-step approaches, and engaging donors through multiple activities. Maximizing donor value involves understanding which acquisition and retention channels are most effective and utilizing peer-to-peer fundraising.
Thought leadership webinars achieving exceptional fundraising performance o...ASI
The document provides an overview of strategies for achieving exceptional fundraising performance. It discusses current trends in fundraising, the importance of measurement and benchmarking, and provides tips to optimize donor acquisition, improve donor retention, and maximize donor value. Specific strategies include optimizing websites and social media for donations, personalizing outreach, using multi-step email campaigns, leveraging influencers, and maximizing the value of different fundraising channels.
Multichannel marketing campaigns that integrate different channels like email, direct mail, telemarketing, and social media can improve fundraising results. This presentation discusses using data from one channel to better target constituents through other channels. It provides an example of a multichannel onboarding process for new supporters that engages them through a series of emails, telemarketing, and direct mail over their first few months as a supporter. Measurement of past campaigns show improved response rates and fundraising results when integrating digital and offline channels in a connected, data-driven way.
ElectionMall Webinar: Maximizing the Donor Experiencecampaigncloudos
This document provides information about proprietary campaign software that helps political campaigns with fundraising, outreach, and advertising. It includes case studies of campaigns that used the software to raise $1.2 million and $1.6 million respectively. It also outlines best practices for donor cultivation and fundraising, including thanking donors, customizing donor communications, and setting fundraising goals and timelines.
Jump Start Your Direct Mail (and Annual Fund Program)… NOW!4Good.org
Strategies to inject new life into your annual appeal. By planning, you'll know what your desired result is, by setting a goal and taking steps to attain it and talking to your audience the “right” way.
The document summarizes key points from a workshop on integrating digital into fundraising. It discusses how digital is one part of the fundraising puzzle and how communication hasn't changed but behaviors have. It provides case studies on how organizations like The Wesley Mission, Greenpeace, and Animals Australia have successfully used digital along with other channels. The document also covers metrics for digital fundraising success, trends in mobile donations, and the importance of data, storytelling, onboarding donors, designing donor journeys, and focusing on retention.
This presentation describes the technological trends developed to help charities and fund raising organizations overcome the current challenges. The presentation also describes how LINKDev charity solution introduces a competitive advantage to charities by helping them stay current with technological advances
The document discusses strategies for successful year-end fundraising. It emphasizes testing initiatives across multiple online channels to engage donors, including participating in #GivingTuesday, search engine marketing, social media campaigns, and coordinating messaging. Case studies show how testing different asks and mobile-optimizing pages increased donations for organizations. Proper tracking, attribution, and documenting lessons is important to refine strategies and improve performance over time.
The document discusses the UK government's broadband programme to improve broadband access and digital skills by 2015. It summarizes the goals of increasing online access and digital skills for citizens and small businesses. It then introduces the Go ON UK charity, which aims to get everyone and every organization online and digitally capable. The document outlines how local Go ON campaigns in places like Liverpool work with partners and digital champions to increase online access and motivation through community support and marketing. It attributes Liverpool's success to its large number of partners, champions, and political support that helped many residents gain online access and skills.
How Blackbaud technology helps support a nonprofit in their Supporter Journey Strategy; includes references to Blackbaud CRM, The Raiser's Edge, and Blackbaud NetCommunity. Presented at Sonoma State University User Forum.
Similar to Growing your appeal, Debbie West at the IoF National Convention 2012 (20)
Good Bites on Christmas Appeals, July 2013GOOD Agency
- Christmas is the biggest time of year for charitable giving, but donations only represent a small fraction of increased household spending at the holidays (less than 1%).
- To be successful, charities need a unique Christmas appeal proposition that shows relevance, engages supporters, and integrates with broader campaigns.
- Effective propositions tap into what Christmas means to target audiences and create a positive experience that doesn't rely on guilt. Examples could involve storytelling, linking to existing gift-giving behaviors, or granting Christmas wishes.
Dan Dufour at Good Bites...on branding inside outGOOD Agency
Commercial brands are increasingly behaving like charities by focusing on social causes. The document discusses 10 current branding trends, including using entertainment and conversational tone to engage customers, prioritizing experiential marketing, maintaining a flexible yet consistent brand presence, giving customers more control and collaborating with others. It also emphasizes the importance of clarity on a brand's purpose and focusing on the customer benefits.
Cancer Research UK Race for Life at Good Bites...on branding inside outGOOD Agency
This document provides information about Race for Life, Cancer Research UK's largest fundraising event series. It began in 1994 with 680 participants in Battersea Park. Now there are over 240 events across the UK each year, attended by 1,000 to 20,000 participants who walk, jog or run 5k or 10k to raise funds. Since starting, over six million participants have raised over £457 million. The £14.99 registration fee covers event costs so that all funds raised through sponsorship go directly to cancer research. The document discusses the appeal of sponsoring Race for Life for brands, providing both tangible benefits through extensive marketing opportunities, and intangible benefits like connecting with participants' emotions and charitable affiliation. It outlines
Craig Linton, Head of Fundraising at RLSM: Good Bites Big AppealsGOOD Agency
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.
CharityComms_SocialMediaConference 2012 - Getting heard in an ever louder wor...GOOD Agency
The document discusses how to get heard in an increasingly noisy world of social media. It notes that trust in social media has increased 75% while trust in traditional media is up 10% and online sources up 18%. To be heard, organizations should listen to their audiences, put people before platforms, tell simple and clear stories matched to the right mediums, collaborate and speak as a chorus rather than alone, target the right people, integrate social media into events, and continuously measure and learn.
People power2012 duaneraymond_hypev_susefulGOOD Agency
The document discusses distinguishing hype from useful digital tools for advocacy and campaigning. It notes there are now many options for digital outreach but advocates developing a strategy first that identifies goals, target audiences, and how to best influence them with minimal effort before considering tools. The document cautions against assuming new tools are always better and provides examples of evaluating tools like Second Life, Facebook, Twitter, email and blogging based on how well campaigning through each aligns with why people actually use that channel. It concludes that email is still often the best channel for calls-to-action.
People power2012 matthewsmerdon_speakingtruthtopowerGOOD Agency
This document discusses the importance of voluntary organizations being able to speak truth to power and critically challenge those in positions of authority. It notes that as voluntary groups rely more on government funding, through contracts rather than grants, their independence and ability to critique power structures can be threatened. The document explores the pressures on independence of purpose, voice, and action for voluntary groups. It examines factors that can influence groups' ability and willingness to speak out, and considers whether advocacy may become marginalized over partnerships with government. Overall, the document argues for protecting voluntary groups' independence so they can continue giving voice to the voiceless.
Is social giving fundraising's "Third Way"?_SocialMediaWeek_13_02_12GOOD Agency
Digital is face-to-face. Digital is personal. Digital is experiential. Digital is integrated. Digital is collaborative. Why, then, do we typically focus on applying traditional giving models to digital? Why do we focus on technology and optimising payment processes rather than influencing behaviours? This session explored where traditional community fundraising meets the digital age.
Good Bites...on brand and fundraising 21_10_2011: Mind Case StudyGOOD Agency
Mind conducted extensive research to develop their brand and fundraising strategies, including:
- Desk research and interviews with stakeholders
- A survey of over 1,800 members of the public
- Focus groups with existing donors, families/friends, local Minds, and Mind's Facebook community
- Testing of branding concepts and fundraising approaches
The research informed Mind's new positioning as a charity providing both care, support, information and campaigning on mental health issues. It also helped develop Mind's brand model, descriptors, and creative concepts to promote their mission of supporting those with mental health problems.
Good Bites...on brand and fundraising 21_10_2011: Ruth Richards presentationGOOD Agency
The organization Mind worked to better align its brand and fundraising efforts by conducting research that showed people were more likely to donate if they understood the cause of mental health better. It refreshed its mission, vision, values and visual identity to be more real, human, compassionate and courageous. This helped converge the goals of charitable work and income generation. While rolling out the new brand internally, it will test new fundraising asks and run an integrated campaign in the spring to recruit and retain more individual donors.
Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark...GOOD Agency
It’s no secret: brand managers and fundraisers often struggle to work together. At best the two experience tensions, at worst the two functions can fight like cats and dogs, with the supporter lost amongst it all.
We know frustrated fundraisers who try to deliver effective appeals and campaigns but get held back by inflexible brands that have little consideration for fundraising audiences and techniques. We also know many brand managers battling daily to get their fundraising colleagues to understand the importance of a consistent brand and communications to help connect audiences with their cause. Both want the same thing but how can the two work in harmony?
This event helped fundraisers and communications/ brand managers work together to create a charity brand that will deliver the ultimate supporter experience.
Good Bites...on legacies 14_09_2011: Rob Cope presentationGOOD Agency
The UK legacy market is estimated to be worth around £1.9 billion* a year yet many charities struggle to create effective strategies and communications that tap into this.
Striking the right balance between inspiring a supporter to want to leave you a legacy and overcoming the barriers that stop them doing so is essential within your legacy marketing strategy. Only by understanding people and their motivations, then using this insight effectively, can you create the right offer (not ask!) that genuinely engages, inspires and reassures.
Speakers Roger Lawson, Strategy & Planning Director, Paul Newman, Senior Planner and Debbie Clark, Planner, The Good Agency shared some of the most effective legacy marketing in the sector. Rob Cope, Director, Remember a Charity shared insights on how Remember a Charity can share your burden.
* Legacy Foresight 2009
Clicks don’t matter. Likes don’t matter. Retweets don’t matter. Real world outcomes matter. Making them happen is about more than telling your story, it’s about helping people to be a part of it. And that’s what digital is good at.
On Tuesday 7th June, we brought more than 40 digital fundraisers and communicators together at 'Good bites...on digital' to look beyond one-dimensional, transactional approaches to digital fundraising and campaigning - focusing on how digital can build genuine engagement instead.
Increasing income through brand and communications_Kleinwort Benson event_16_...GOOD Agency
Chris Norman, The Good Agency,Strategy Director, presented how the right
approach to communicating your brand story can significantly increase engagement with your
cause.
Integration is not a new concept. We all know that to stand the best chance of achieving our organisational goals, we need to collaborate on objectives, strategy and tactics. Fundraisers together with campaigners, policy makers with marketers - all with the supporter at the heart of the process. Yet there remains an action gap and silos are still ruling.
Charities that take an integrated approach are beginning to reap the benefits of more engaged supporters, both in terms of donor and advocate numbers. So how do you make it happen?
This free event will provide insight from both a fundraising and a campaigning perspective, share examples of how to get integration right, how to measure success and, crucially, offer advice on how to help solve your integration challenges.
This document discusses strategies for creating emotional connections and building relationships with participants in charity events. It notes that charity events now make up a significant portion of income for many large charities. However, there is greater competition and challenges in engaging newer generations of supporters. The document advocates moving from process-driven events to ones that foster belonging, excitement, celebration and empathy at every step. This will help increase loyalty, recruitment and revenue by strengthening the emotional connection between participants and the charity brand.
Integration afternoon 1 intro 6 july 2010GOOD Agency
This document discusses integrating fundraising and campaigning efforts at an organization to better engage supporters. It outlines the motivations for integration like brand focus, supporter retention and leveraging people power for advocacy. Integration provides supporters involvement, connection and meaningful experiences. The document also discusses what integration looks like through coherence, integrity, alignment and coordination. Challenges of integration include defining value, managing data and changing organizational mindsets. Research shows supporters who take online actions through integrated efforts are more likely to donate than those only receiving emails.
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The document discusses the experience economy and how businesses and organizations can shift from simply offering transactions to providing experiences for customers and donors. It notes that people increasingly want experiences over commodities and customization over standardization. Starbucks is presented as an example of a company that focuses on delivering an excellent customer experience. The conclusion emphasizes that fundraisers should promote the sense of achievement, fulfillment and meaning that donors can gain from supporting an organization's mission rather than just focusing on the transactional exchange of money for services.
Integration Afternoon (3 of 7) Values & motivations 6 july 2010GOOD Agency
The document discusses factors that motivate human behavior and charitable giving. It outlines a hierarchy of basic human needs and motivations, from physiological needs to self-actualization. Research shows the main motivations for charitable giving are guilt, compassion, a sense of belonging, and inspiration. Values can be inner-directed towards self-sustenance or outer-directed towards cultural norms. As populations change, organizations must understand how to align their missions and needs with the values of potential donors and supporters.
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The document discusses the role of emotions in decision making. It notes that emotion is essential to decision making and that there are three brains - rational, experiential and emotional - that influence our decisions. Certain emotions like anger, hope and happiness can evoke responses that drive action, while others like contentment or sadness may cause disengagement. When it comes to fundraising, campaigning and behavior change, building an emotional connection is important to inspire action. The key is reaching the right audience, connecting to their experiences, emotionally moving them, building confidence in making a difference, and providing a clear call to action along with appreciation.
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Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
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4. N.B. not the traditional major donor model for
a capital appeal...
• Individual giving appeals
calendar
Individual giving appeals calendar
• Adding a new new proposition
Adding a proposition
Feasibility study
• Offering option to give to give to
Goal settingOffering option to restricted finds
Demonstrating tangible impact
restricted funds
Creating sense of ownership
Donor identification by constituency
• Demonstrating tangible
Project and campaign calendar
impact
• Creating sense of
ownership
5. Started in 2009
• Best performing appeal in
the programme
• 2010 saw opportunity for
growth – started planning
7. Changing Perspective
• New data driven objectives
– Identified key audience segments
– Objectives in addition to net income
– Longer term view on success
– Closer working with our data analysts
– Feeding into supporter journey planning
9. Audience growth throughout the years
2009 2010 2011 2012
Warm supporters Warm supporters Warm supporters Warm supporters
Prospects Prospects
HV donors HV donors
Cold DM Cold DM
Legacy ask Legacy ask
integration (ask in integration
thank you) Cold other
Major donors
Community
PR & Celebrities
Digital
10. Income growth
£800,000.00
£700,000.00
£600,000.00
£500,000.00
£400,000.00
£300,000.00
£200,000.00
£100,000.00
£0.00
2009 2010 2011 2012
Gross income
11. Testing our way in 2010 – Tanzania Appeal
• Selected a wider range of people from the warm file
to mail
• Testing ask prompts
• Testing high value pack (to middle donors)
• Role of engagement
• First online appeal
• Development of the journey
14. Journey development
2010 – first development of the feedback journey
Main objectives – to surprise and delight supporters, to
reinforce decision and to ‘warm up’ to the next capital appeal
• Online • Offline
– Email Appeal – Solus updates
– Email data capture (postcards)
incentive through DM – Newsletter feedback
appeal
– Email updates from the
field
15. Feedback / engagement journey
Best completed brick
engagement (2012)
Build update
in Children
Now (Winter
2011)
‘WOW’
postcard
18. Email feedback / engagement journey
Email Thank
Email Ask You
Open for
business – first
babies
delivered
19. 2010 Tanzania Appeal learning
• Drove an increase in income of almost £40k through better
targeting and prompting
• Message engagement helps to drive those usually less
responsive segments to give, those multi givers who wrote a
card gave a higher average gift
• Small proportion of income was from online – but it showed
potential for future growth
• Introduction of the ‘feedback journey’ had a good impact on
email address penetration
• Prioritise how to increase the performance of those less
responsive segments through testing tactics.
20. 2011 South Sudan Appeal
• Drive net income, but also look to improve the
responsiveness of those less responsive segments
• Introduction of the high value audience
• Introduction of the legacy ask integration to the
campaign
• Test low value £5 buy a brick tactic to less
responsive segments
• Test in direct mail acquisition
• Introduction of a reminder appeal
25. 2011 South Sudan Appeal Learning
• Campaign raised approximately £500,000 – the best campaign
performance in years
• Reminder appeal had a big impact on the success
• HV donors contributed £46,800 additional income to the
appeal
• Low value prompting did increase the responsiveness, but did
have an impact on the overall income.
• Direct mail acquisition was a huge success achieving a 4.26%
response rate
• Legacy ask in thank you outperformed any of the other legacy
activity throughout the year
26. 2012 Bangladesh Appeal
Marketing Campaigning Trust,
partnerships Major & HV
Corporate PR &
Celebrities
Individual Giving Community
& Legacy (Save the
Digital Hub
Children Week)
27. Individual Giving
Acquiring Supporters Existing Supporters
Radio
SMS ask across a range of
stations
DRTV
Testing across existing Mail appeal and
stations reminder
Email segments
Outdoor
Testing trains and buses
SMS
Digital
Banners
Press ads and Supporter journeys
Inserts (low for responders
Cold Mail volume testing) online and offline
Including
Baby Nirob, 10 weeks old suffering from
campaigning and
severe diarrhoea and wheezing with every breath
legacy asks
Shopping centres Thank you to cold Roll out of £5 buys
Face to face ask, £5 SMS respondents a brick
to buy a brick Campaigning ask engagement
28. Virtual Clinic
2) Quick Donate
3) Browse and shop for
items
4) Items over £250 - option
to set up a Just Giving
page
31. community giving
pilots – new audiences Existing Supporters
Curry Life
Magazine targeting restaurant
trade Branch Activity
a) Run a curry night b) Put £1 on Tea Parties, Coffee Mornings,
the bill c) donate tips for a week Frog Races!
Collections and
House to House
Nursery Challenge
Sponsorship for nursery
children to dress up as what
they want to be
Baking –
Cakes!
Retail
AMYA Challenge Raffles, Collections,
Asian youth group bucket collections
Tombola
32. Corporate partners
6 Collections e.g. Communication to
Birmingham Bull Ring supporters, banners on their
website, in match
programme 5th May
Gifts in kind to the clinics
e.g. condoms, cleaning
products
Match funding for blogging
Funding for 1 clinic build! Collections in 3 Stores
34. 2012 summary results to date
Objective Status Status
Raise minimum £500,000 £760,000 pledged
(stretch target £1 million) (at 26th June)
Recruit new financial donors – both cash and Circa 9000 donations to date (text, mail,
committed online)
Thank you legacy cross sell measured by response Beaten target response rate. With a mix of
rates ‘have included’ & ‘are considering’ a gift in
their will
Engage business partners in fundraising Corporate partners actively engaged
Recruit new campaigners Ask is within the supporter journey
Recruit new collectors Hit low target, although not high value
Engage new Trusts and new high level major 1 Major Donor given / Trusts TBC
donors
Mobilise 1 major marketing/media Partner In process of securing for 2013
Reinforce health worker or nutrition messaging Messaging fully integrated
35. Campaign highlights
Volunteer Supporter
trip PR engagement
Blogger
Conference
I made a donation,
I lived in the next
village to where
Nirob lives, so this
I just made a
appeal really
donation after seeing
touched my heart.
the excellent report
from Myleene Klass
on the ITV news.
Supporter
Celebrity PR Feedback
I want to be
Outdoor Est. reach 10,500,000
results
Venue House to house
collections income was up 50%
[owing to] higher
I saw the profile and having a
picture of Nirob specific theme with
on the a pamphlet to give
Radio envelope, I fell out.
Legacy Face to face results in love with
Pledges him.
38. What have we learn?
• We can drive an integrated organisational fundraising appeal!
• It really can be used to engage different audiences
• Planning needs to commence earlier – 7 months is not
enough for e.g. corporate to get on board
• Gathering content can be expensive
• Although a staggered launch the campaign felt integrated
across all types of story and engagement
• Digital needs a BIG one day burst to have stand out
39. What have we learnt?
• Country and perceived need can influence
engagement
• Visual and target and deadline are important
• An enemy
• Need led images
• Strong project management is required – to help
build integration cross team. One person/team
owning the project from within the lead fundraising
team
41. Where next?
• Full review of the campaign:
– What worked what didn’t
– Stop
– Room for improvement
– Ingredients for success – roll out
• Start planning for next year (already underway)
– Project selection
– Content gathering
– Concept development
43. What to consider for an integrated capital
appeal
• Objectives and KPIs agreed at outset
• Structure and process/project management
• Resources
• Budgeting & objective setting – what does success look like?
• Content gathering - before, during and after
• Contingency planning
• The right partners - internal and external
• Test your way in
• Start early - rolling planning
44. How to assess whether it’s right for you?
• Can you restrict funds to a particular project?
• Opportunity cost? Restricted versus unrestricted
• Do you have the ability to emotionally engage
someone with your cause?
• Can you create a supporter experience?
• Do you have the organisation behind your
ambitions?
• Can you demonstrate the impact of the appeal to
your decision makers?