Is charity BAU innovation?
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By Daniel Charles, Individual Giving Manager – Engagement, WaterAid. Presented at Relay by Raw London, Thursday 28 April 2022 - Fundraising and Innovation: How charities are evolving their creative campaigns.
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Is charity BAU innovation?
- 1. Fundraising and Innovation: How charities are evolving their creative campaigns. Thursday 28 April 2022 raw.london/events
- 2. Is BAU innovation? Daniel Charles Individual Giving Manager – Engagement WaterAid
- 3. Is BAU innovation? • Innovation • It’s bright, shiny and new
- 4. Is BAU innovation? •Innovate – bring in new methods, ideas etc •Innovation – make changes
- 6. Is BAU innovation? •Innovate – bring in new methods, ideas etc •Innovation – make changes
- 7. Is BAU innovation? Its not called innovation It’s called testing
- 8. Is BAU innovation? •5 W’s What Where Who Why When
- 9. Testing 1, 2 testing VS Response 7.9% vs 12.6% Gross Income £37k vs £64k ROI 4.9 vs 6.9
- 10. Testing 1, 2 testing
- 11. Testing 1, 2 testing 4.4% 4.9% VS
- 12. Testing 1, 2 testing VS Illustration 200 less responses £8,000 less income
- 14. Is BAU innovation? Innovation is BAU Is BAU innovation?
- 15. Thank you Daniel Charles Individual Giving Manger Email danielcharles@wateraid.org
- 16. raw.london Meet and share knowledge at our third sector insight events. Find this event recording on our website, as well as all past and upcoming events: www.raw.london/events About Relay by Raw London
- 17. raw.london We can help! We’re at our best when we’re involved from the start. So if you have a brief in mind, or would just like to chat, get in touch. hello@raw.london 020 7831 6060 raw.london hannah@raw.london
Editor's Notes
- The first thing I thought of when approached about taking part was – I work in the engagement side of things. We have our budget and plan which is pretty much a mapped out on knowing what works There’s no room for more communications and swapping things around feels just so risky. So we don’t do bright shiny and new like Girl Who Built A Rocket – TV Ad taking WA from DRTV to building consideration and understanding – using the frame of the billionaires race to Mars and the question of is there water on Mars. To highlight that we still need to provide clean water to every one on Earth. But most of what I thought about was more invention than innovation – so I did a dictionary sense check where it said I realised innovation is more about pushing boundaries and changing things to make improvements
- But most of what I thought about was more invention than innovation – so I did a dictionary sense check where it said Innovate – is bringing new, methods or ideas And Innovation to make changes
- So my thinking went to this man on the left – David Brailsford who masterminded the British cycling team becoming a dominant power at the Olympics over the last 10 years To bring about this success one of the actions he took was teach the cyclists to ash their hands properly as it reduced the amount they caught colds and flus. This was one of many changes he implemented as he brought in the idea of marginal gains – lots of little changes adding up to a big impact In this case it was going from 4 medals in 2004 to 8 gold medals in 2008 Each thing he did was a small change to bring about improvement
- So this and the marginal gains theory was my Eureka moment ALL of our activity has new methods or ideas in it to make changes to our results
- So BAU is full of innovation and in fact it’s at the very heart of our programme – it’s called testing Every appeal we do we introduce a test and for our programme over all we’ve developed a test log that captures the 5 W’s
- And use the 5 W’s When - the test happened Where – channel, activity etc. Who – Audience/segments Why – the hypothesis – really important What – the actual test that took place Of course we do also record results OK that’s not ground breaking but we also have the future tests and ideas logged so we can Capture ideas and hypothesis that we have, as a team we’ll review them and agree which we think have the most impact, we’ll also look at ease of implementation and rollout Here’s a flavour of some of the test’s we have done..
- Tested the High value creative approach to our individual audience So we went Design outer vs plain Letter with form attached and using trad DM technics vs personalised copy, prompts and handwriting anecdotes Form connected to letter vs A4 stand alone form
- 28 days later or rather 4 weeks or 3 weeks for reminders We found that the number of responses more than doubled and there was an increase in the average (although that wasn’t significant – one to look at in the future?) Word of warning we have retested this and while the same results have been shown we have never found 4 weeks to be better than 3
- Pledge pack – pledge uplifts RR% I believe supporters should always feel positive about any communication they have with WA Our Upgrade pledge pack allows supporters to say no to an upgrade but let us know they’ll be there for us in the coming year The original test was to see if it would up lift Response rate and it did What we have since found is more people will pledge than upgrade We can’t prove it improves the retention rate but it’s around 95% so something is working Recently tested how the pledge is designed on the form Giving it more prominence we wanted to see if we could increase the upgrade RR No significance in upgrades we did see a higher pledge rate on the ne form 4.4% vs 4.9% That 0.5% over a 100k record is 500 people interacting to let us know they intend to keep giving
- Illustrations vs Photos in 2020 winter appeal It’s a funny test as we’d ideally hoped to see no difference as it would provide more creative opportunities in the future Illustration provided us with 200 less responses and £8k less income Significance of 95% - so we know that illustration has a negative impact on our RR’s
- We love testing and build a culture around it. A failed test is a successful test We gain insight and knowledge of what doesn’t work, knowing what doesn’t work is as important as knowing what does work You do have to have a good understanding of your test rationale though So BAU is full of innovation and in fact it’s at the very heart of our programme
- Is BAU innovation? For me if your BAU isn’t innovating then you should be preparing for a decline in your income and eventual death of your programme So my belief is INNOVATION IS BAU
- Up next: our very own Social Media Manager, Shaneen Olmos
- We’ll be sending out a link to access a recording of this session in the next couple of days, or you can find it and recordings from past events on our website at raw.london/events
- And again if you’re working on a new campaign and could do with some help, we’d love to hear from you! You can reach us on email or grab us at the bar for a chat this evening.