Paul Brown, director of marketing and communications, The Prince’s Trust 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

2. SO, WE SET OURSELVES
FOUR AIMS:
➔ RAISE
➔ REACH
➔ RECOGNISE
➔ REWARD
➔ After four decades, The Prince’s
Trust was a well known charity.
But, with the media perception that
‘unemployment is fixed’ we
needed to take a new approach to
raise our profile.

3. RAISE REACH
Major Donor
Appeal
Gala Event
40
Commercial
Products
RECOGNISE REWARD
Landmark
TV Show
40 Years
Impact
Report
Brand Ad
Campaign
40th Birthday
Celebrate
Success
Awards
Recognition
for HRH
Ambassador
Activity
Garden Party
to Thank
Volunteers,
Staff and
Supporters
Nations and
Regions
Merchandise,
Xmas Cards,
Pins etc.
The Prince’s Trust 40th Birthday

5. DOCUMENTARY
➔ A total of 7.7m viewers in the
first week, plus repeats globally
➔ 800 pieces of media coverage
➔ Our tweets totalled 2.8 million
impressions and Facebook
delivered 4.5m million
➔ 1000% increase in potential
supporters to our website
➔ Our approach and lessons
learned

6. MAJOR EVENTS
➔ Buckingham Palace Dinner for
our closest friends
➔ Celebrate Success at the
Palladium was our biggest and
best yet
➔ Garden Party at Buckingham
Palace celebrated the
contributions of 5,500 friends
➔ Most events around the UK
raised more than ever
➔ Palace to Palace achieved
fundraising of £603k (up from
£498k)
➔ Our approach and lessons
learned

7. #partofPT
➔ We toured the UK, visiting 17
locations, engaging with key
stakeholders and the public and
collecting messages of support
➔ The online platform captured
almost 4,000 videos, photos and
quotes
➔ We presented HRH with a video
book of memories at the Garden
Party
➔ Growing our community on
social media
➔ Our approach and lessons
learned

8. THANKS A MILLION DAY
➔ On Monday 22nd February we
said thanks a million
➔ Staff, volunteers and partners
were thanked face to face, on
the phone, via email and social
media
➔ We directly contacted 400+
funders
➔ It was such a success that we
want it to become an annual
event
➔ Looking to extend it and
generate commercial income

9. 40th REPORT
➔ Published on July 26th to
coincide with Royal visit
➔ Demonstrated that the Trust has
contributed £1.4 bn to society in
the last decade alone
➔ 400 pieces of media coverage,
including Radio 4, Radio 5, BBC
News, The Times, The Mail, The
Telegraph and The Sun
➔ Our approach and lessons
learned

10. PRINCE’S TRUST
COMMUNITY
➔ We got back in touch with 140,000
people
➔ Communicating regularly with
90,000 people
➔ Our new, bigger community has
supported other activities – such
as Palace to Palace
➔ We held some intimate events for
closest supporters
➔ We now have many more legacy
pledges
➔ Testing a new giving scheme –
£1 to 25,000
➔Our approach and lessons learned

11. PARALLEL LIVES
➔ Pro-bono campaign created
by CHI won two Cannes Lions
➔ Video viewed 400,000 times on
line and reached 800,000 in
cinemas
➔ Generated 25,000 visits to
website and 1,600 sign-ups to
Prince’s Trust Community
➔ Working with CHI on new
narrative and creative for 2017
WHAT NEXT?

12. ONE MILLION YOUNG
LIVES CAMPAIGN
➔ Launched our major gifts
campaign to make a step
change in bigger philanthropy
➔ Campaign board, small dinners
and research has worked well
➔ We have now raised £40m
➔ This has lifted our ambitions and
confidence and will boost all our
philanthropy fundraising in 2017

13. MEDIA COVERAGE
Coverage of our 40th anniversary
activities was high profile in the
mainstream media:
➔ The reach of the coverage secured
to date is 330m people
➔ Our position in the Charity Brand
Index increased from 52 to 33

14. RAISE REACH
Major Donor
Appeal
Gala Event
40
Commercial
Products
RECOGNISE REWARD
Landmark
TV Show
40 Years
Impact
Report
Brand Ad
Campaign
40th Birthday
Celebrate
Success
Awards for
Young
People
Recognition
for HRH
Ambassador
Activity
Garden Party
to Thank
Volunteers,
Staff and
Supporters
Nations and
Regions
Merchandise,
Xmas Cards,
Pins etc.
The Prince’s Trust 40th Birthday

15. Employability Education
We help young
people to get a
decent job.
We help them to
develop the skills
and confidence to
find employment.
We support
employers to find
motivated young
people and
diversify their
workforce.
Social
Mobility
Mental
Health
A third of young
people still don’t
get five good
GCSEs.
We help young
people to achieve
in education,
whatever barriers
they may have
faced.
This is vital for
their future
success.
Too many young
people grow up in
poverty.
We can help them
escape poverty by
getting a decent
job.
This is good for
them, their families
and society as a
whole.
Mental health and
emotional wellbeing
issues are
increasingly
common.
Young people are
facing extraordinary
pressures in their
daily lives.
The single thing that
can make the
biggest difference is
getting a job.
Narrative for 2017 and beyond:
In an uncertain world young people are feeling extraordinary pressure

17. 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

18. Making the news:
generating positive PR
for your charity
Supported by
30 November 2017
London
#charityPR