Jody Appleton, head of digital and social, Root Media 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. 13 moments
with your donor
in one day

3. karen
Karen is a 45 year old solicitor.
She lives in Horsforth, a suburb
of Leeds, with her partner Simon
and their two primary school
aged children. She commutes
daily into Leeds city centre.

4. Moment 1
0.4p

5. Yesterday morning on her
Guardian app Karen read an
article about climate change,
an issue in which
she takes a keen interest.
This morning as she does
her usual scan of the day’s
headlines she is served with a
fundraising ad for a Leed’s
based environmental charity.
6.30

7. Moments 2 & 3
4.5p

8. Thumbing through Simon’s copy of
the Times over breakfast Karen
finds a fundraising leaflet from the
Yorkshire wildlife trust about the
plight of the hedgehog. She
sticks it on the fridge for later.
She is streaming Classic FM via her
smart speaker when she hears an
ad broadcast for the Yorkshire
wildlife trust concerning the same
hedgehog campaign.
7.00

10. Moment 4
1.4p

11. 8.25
Karen enjoys catching up with
a good podcast on her train
commute. This morning it’s her
favourite, ‘The Guilty Feminist’.
Whilst she is listening she hears
an ad for a major fundraising
comedy event for the benefit of
a regional youth arts trust.

13. Moment 5
2.9p

14. 8.45
Karen is happily listening to her
audio as she walks through
the snow to her office. It’s freezing
and she pulls her coat more
tightly around her against the cold.
Her usual route passes a digital
poster and she notices that it
features a homeless charity in Leeds.
It draws attention to the extreme
cold today and how it impacts
those forced to live on the street.

16. Moment 6
1.6p

17. 8.50
Every day Karen drops her
kids at breakfast club at
school before she catches
the train into Leeds.
Today as she browses
Mumsnet whilst waiting
for her morning latte she
is served a fundraising
ad for a children’s hospice
in the city.

19. Moment 7
0.26p

20. 13.00
It is still snowing at lunchtime
so Karen decides to eat at her
desk whilst she catches up on a
grocery shop and browses one
or two of her favourite websites.
She is served an ad from
Leeds NHS calling for blood
donors in the area.

22. Moment 8
2p

23. 18.00
Simon picks the kids up
today so it’s Karen’s night
for the gym after work.
She selects a Spotify curated
‘running’ playlist for her treadmill
session. She is served an ad
from Yorkshire Cancer Research
who are looking for volunteers
to fundraise for them by running
the Leeds Half Marathon.

25. Moment 9
163p

26. 19.00
Karen is inspired to tackle a
fundraising run for charity and does
a spontaneous Google search to
find a local 10K event she can enter
because she doesn’t feel confident
taking on a half marathon.
In the top two ads of the search
listings she finds entries for
regional branches of a sight loss
and a dementia charity both
looking for volunteers to run the
same 10K event for them.

28. Moment 10
25p

29. 19.45
The dementia charity is close to Karen’s
heart so she decides to enter the race
for them. She fails to complete her entry
at the last moment when she is distracted
by a text asking her to bring milk home.
Later at home, checking her Facebook,
she is served an ad that reminds her she
didn’t complete her race entry. She
finishes the transaction and then hits the
auto tweet on the site to share the news
and encourage friends to join her.

31. Moment 11
7p

32. 20.00
Karen sits down to watch
The Simpson’s with the family
and later flicks over to a Sky
Arts show she wants to catch.
She sees an ad for an Opera North
appeal to fund a major new capital
redevelopment project in Leeds
which she remembers seeing the
previous evening whilst she was at
the cinema with Simon.

34. Moments 12 & 13
121.6p

35. 22.00
As she gets into bed Karen
checks the results of the Leeds
game earlier that evening and
she is once again served an ad for
the Opera North capital appeal.
She takes a final look at Twitter
and notices an ad for a
fundraising climb of Mount
Kilimanjaro.Karen goes to sleep
and dreams of being beaten
in a 10k race by a hedgehog.

37. 13 Moments £3.30

38. thanks

39. Pickford St Mill
Pickford St
Macclesfield
Cheshire
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01625 326804
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