Martin Loat, chief executive, PostBug 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. When others zig, you should zag!

2. How print complements
campaigning in the age of
social media
MARTIN LOAT, FOUNDER OF POSTBUG
MARTIN@POSTBUG.COM
@POSTBUGTEAM

3. Print is coming back!
Tangible
Visible
Interruptive
Portable

4. Print in action
Newspapers Booklets
Posters/Banners
Direct
Mail/Letters

5. Newspaper ads

6. Newspaper stats:
http://www.printpower.eu/Why-Print-Media - benefits of print media
- Its Tangible and sensory
- A creative canvass
- Readers of print maintain their capacity to read longer articles and are less ditracted
- Bridge between print media and brand’s online presence=enhance consumer experience.
- Talks to one or many = personalisation/ talior – made approach
- Research has shown that adding print to the advertising media mix will increase the ROI of the overall
campaign. Also enhances the ROI of TV or online in the mix. BrandScience analysis of 500+ European
cases= case of FMCG = TV's ROI increased with 61 per cent when used in combination with print
advertising and the campaign ROI increased with 57 per cent with the combination of TV and print
media.
General print facts, which can be related to campaigning (Newsworks):
-Print reaches 64% of Adults
-Newspapers readers 57% more likely to have large amount of political knowledge
-Heavy newspaper readers are big savers and investors

7. http://www.thedrum.com/news/2016/07/13/study-reveals-advertising-newspapers-triples-ad-
campaign-effectiveness
- Study, conducted by effectiveness consultancy Benchmarketing for Newsworks. Newspapers
increase overall revenue return on investment by three times
- Results = newspapers increase overall campaign effectiveness as well as boosting other media -
newspapers make TV twice as effective and online display four times more effective.
- Rufus Olins, chief executive at Newsworks:“It is clear that newspaper brands boost other media
as well as performing a powerful role in their own right. Running a campaign without newspapers
is like trying to bake a cake without baking powder.”

8. Effective methods of fundraising

9. Booklets

10. How print is used by charities

11. Posters/Banners
The group raised over £9,000 in
donations that day.
Guardian reaches over two million
people a day in Britain combining
PC and print.

12. Direct Mail

13. Stats
The Salvation Army faced classic charity challenge – rising costs and falling donor volumes.
-Launched a plan 2008 to build on their already powerful mail campaign by testing the ability of a
truly integrated multi-channel programme to grow donor recruitment and donations.
-Combined their direct mail with TV and digital  mail remained the most cost effective generator
and the largest volume source for acquiring net new donors.
-The individual level targeting inherent in the direct marketing channel meant that 97% of new
donors recruited by mail were new to the organisation, compared with an average of 50% from
the other media channels.
Salvation Army mailed two packs to current donors at Christmas within three weeks of each other.
Different creative execution = second pack generated an additional 40% response.
“The ways in which people respond have changed too, but mail is still our anchor medium to put
The Salvation Army visibly on the doormat of many millions of homes each year.” Julius Wolff-
Ingham, Head of Marketing and Fundraising,

14. Writing Letters

15. Stats:
2015:
2 detained democracy campaigners= freed
Burkina Faso – girls forced into marriage – ministry of human rights begun reviewing the code of persons
and family with the view of raising legal age to 18
Mexico – Tecenia Armenta – tortured into confessing – still there – yet she's reported she reads every letter
she receives – ”I’m not alone”
USA: Albert Woodfox – solitary confinement for 44 years – maintained his innocence – freed
Myanmar – 400,000 actions taken in 34 countries – freed
Greece: Costas – costa and his partner – beaten in homophobic attack – write for rights was the perfect
platform- 150,000 actions taken in at least 25 countries – 22nd Dec 2015 – Greece introduced law
extending civil unions to same sex couples
An amazing 75,000 people here in the UK took part in last year’s 2015 Write for Rights campaign

16. PostBug – anti-fur campaign
271 sent and Surge group secure a meeting with the British Fashion Council

17. Help Refugees Dubs campaign
Over 150 letters sent combined with the recent
news that the Government has increased Dubs
numbers by 130 children

18. Help Refugees told us…..
“PostBug helped take our message to the doorsteps of politicians such as
the Home Secretary. We will be using them again to encourage our
supporters to take action and influence parliamentary opinion.
PostBug delivers messages to parliament effectively.”
Tom Steadman- Help Refugees

19. Conclusion
Tangible
Visible
Interruptive
Portable

20.  The power of letter writing

21. 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

22. 27 April 2017
London
#CharityContent
Content marketing
– planning, delivering and distributing
stand-out content