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Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark's presentation


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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.

Published in: Business, Health & Medicine
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Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark's presentation

  1. 1. Brand and Fundraising – The perfect mix Insert Boxing illustration from Margit Brand and Fundraising: The perfect mix
  2. 2. Setting the scene
  3. 3. Who are we? Debbie Clark , Planner Dan Dufour , Head of Brand
  4. 4. Brand Vs. Fundraising <ul><li>Boxer slide </li></ul>
  5. 5. Brand Vs. Fundraising Brand Fundraising Brand first Fundraising after The best solution : Integrated Brand & Fundraising
  6. 6. Why Brand and Fundraising are the perfect mix? <ul><li>100,000 more campaigners </li></ul><ul><li>A new £7 million appeal </li></ul><ul><li>New corporate partnerships with Vodafone, M&S and Douglas and Gordon </li></ul><ul><li>Helped to reposition the brand to reach out to new – younger audiences – including partnerships with NME and Xfm </li></ul><ul><li>Supporter numbers rose by 27% to just under 1.5million </li></ul><ul><li>Record fundraising income of £96.8m, up £4.6 on previous year </li></ul><ul><li>Running events (5%), other events (20%), corporate fundraising (60%) </li></ul><ul><li>Rose to Number 1 in Charity Brand Index </li></ul><ul><li>11% increase in the average donation </li></ul><ul><li>32% increase in direct marketing response </li></ul><ul><li>5% ahead of fundraising target </li></ul><ul><li>All within six months following the re-brand </li></ul><ul><li>Without any significant marketing push </li></ul>
  7. 7. Brand Vs. Fundraising: Today <ul><li>Getting on the same page: What is a brand? </li></ul><ul><li>Exploring the tensions between brand and fundraising </li></ul><ul><li>Give some useful solutions to help you work more seamlessly together </li></ul><ul><li>Share case studies of brand development which work for fundraising </li></ul>
  8. 8. Which side are you on? <ul><li>Red: Brand </li></ul><ul><li>Blue: Fundraising </li></ul>
  9. 9. What do we mean by brand?
  10. 10. Photography & Illustration Typography Colours Logo Tone of Voice Positioning Statement Strapline Name Vision Your ultimate goal Mission How you’ll achieve your vision Values The qualities that make you unique Verbal identity Visual identity
  11. 11. Vision , Mission & Values (Linked to the Corporate Strategy ) Visual and Verbal Identity Communications, Environments, Products/Services, Behaviour HR Policy Comms Campaigns Fundraising “ Case for support ” Services How do you use your brand?
  12. 12. Vision: They do these things: Research – we support the work of over 4,000 scientists, doctors and nurses across the UK to investigate all aspects of cancer. Information – we work to prevent cancer and help people cope with its effects by providing information for cancer patients and their families, health professionals and the general public. Influencing public policy – we campaign to keep cancer at the top of the health agenda.
  13. 13. Vision: Fundraising: “… help save even more lives..” “… help raise money and beat cancer..”
  14. 14. The tensions And how to overcome them
  15. 15. Round 1: Brand Truth
  16. 16. Round 1: Brand Truth
  17. 17. <ul><li>Agree as an organisation how far you want to go to build or correct perceptions </li></ul><ul><li>How much do people really need to know about you? </li></ul><ul><li>Is the story you are telling actually motivating from a fundraising point of view? </li></ul><ul><li>Remember: You don’t need to tell the whole truth all of the time </li></ul><ul><li>But your Fundraising should always link to achieving your core vision </li></ul>Round 1: Brand Truth
  18. 18. Round 1: Solutions
  19. 19. Round 1: Solutions
  20. 20. Building a focused communications narrative to provide a structure for aligning activities Survive past Five Campaign /Fundraising Narrative (what signing up is for; giving money will achieve ) Community/ Events Appeals Emergency Issue Campaigns Born to Shine
  21. 21. Round 1: The solution
  22. 22. Round 2: Positive Vs. Need
  23. 23. Round 2: Positive Vs. Negative <ul><li>Brand values often want to highlight the impact of the organisation, showing: </li></ul><ul><ul><li>Success </li></ul></ul><ul><ul><li>Impact </li></ul></ul><ul><ul><li>Positive outcomes </li></ul></ul><ul><li>These are often then illustrated in brand guidelines by the use of: </li></ul><ul><ul><li>bright positive colours </li></ul></ul><ul><ul><li>Positive images </li></ul></ul><ul><li>However as fundraisers – we know these things aren't as successfully as pulling in a response or driving net income. Even from your warm supporters. </li></ul>
  24. 24. Round 2: Positive Vs. Need What makes people give? or or
  25. 25. Round 2: Solutions You can show both sides of the story!
  26. 26. Round 2: Solutions You can show both sides of the story!
  27. 27. Round 3: Brand doesn’t encourage fundraising
  28. 28. Round 3: Does the brand encourage fundraising?
  29. 29. Round 3: Does the brand encourage fundraising? Even on the donate page this organisation is still talking in a very policy driven way
  30. 30. Round 3: Solutions <ul><li>We help people find and keep a home . </li></ul><ul><li>We campaign for decent housing for all </li></ul>
  31. 31. <ul><li>Screen shot of costings </li></ul>Round 3: Solutions
  32. 32. Round 3: Solutions
  33. 33. Round 4: Consistency vs. flexibility
  34. 34. Round 4: Consistency Vs. Flexibility
  35. 36. Your Challenge
  36. 38. Services Fundraising Campaigns Round 4: Consistency Vs. Flexibility
  37. 39. Insert Macmillan DM here Round 4: Consistency Vs. Flexibility
  38. 40. Round 4: Consistency Vs. Flexibility 1. Make it easily readable for your audience Font size Colour Layout Technique
  39. 41. Round 4: Consistency Vs. Flexibility 2. Home-Spun creative
  40. 42. Round 4: Solutions
  41. 43. Round 4: Solutions
  42. 44. Round 4: Solutions
  43. 45. Round 4: Solutions
  44. 46. Round 4: Solutions
  45. 47. Round 4: Solutions
  46. 48. Round 5: Brand doesn’t target your fundraising audiences
  47. 49. Round 5: Does the brand target your donor? Your brand will have to target many different audiences
  48. 50. Traditional audience: Grace (65-75) A <ul><li>Directly or strongly influenced by war connection </li></ul><ul><li>Good financial security in retirement </li></ul><ul><li>Mainly give to UK charities </li></ul><ul><li>Steeped in tradition </li></ul><ul><li>Stiff upper lip </li></ul><ul><li>Strong conservative value </li></ul><ul><li>Buys British and is religious, serious and practical </li></ul><ul><li>Makes jam tarts for church fête </li></ul><ul><li>Shops at M&S </li></ul><ul><li>Reads The Telegraph </li></ul><ul><li>5.8 million </li></ul><ul><li>Gives to DM appeals and donates by direct debit </li></ul><ul><li>Knows St Dunstan’s name and heritage </li></ul><ul><li>Support for military more than twice as likely to be “A” social class </li></ul>
  49. 51. Competitor insight – traditional <ul><li>Salvation Army </li></ul><ul><li>Adheres to Christian principles </li></ul><ul><li>Religious commitment is the essence of the brand </li></ul><ul><li>Royal British Legion </li></ul><ul><li>Engenders pride from nation </li></ul><ul><li>Uses strong links to British brands </li></ul><ul><li>Aiming younger and more populist </li></ul>
  50. 52. New audience: Sharon (45-55) A, B, C1, C2 <ul><li>Later baby boomers, early generation X </li></ul><ul><li>Still working with late teenager / young adult children </li></ul><ul><li>Increased female wealth and independence </li></ul><ul><li>Prospect of a later retirement but confident of a longer healthier life </li></ul><ul><li>Watches Eastenders and The X Factor </li></ul><ul><li>Takes package holidays </li></ul><ul><li>Secretly loves OK magazine </li></ul><ul><li>3.8 million </li></ul><ul><li>25% of audience made up of C1s alone </li></ul><ul><li>Prefer face-to-face, radio and TV </li></ul><ul><li>Unlikely to know of St Dunstan’s </li></ul><ul><li>No longer the preserve of the rich. Support for the military is more mainstream </li></ul>
  51. 53. Competitor insight – populist
  52. 54. Brand and Fundraising – The perfect mix Insert Boxing illustration from Margit Brand and Fundraising: Summary
  53. 55. Top Tips to take away <ul><li>1. Brand truth </li></ul><ul><li>Make sure your fundraising is always linked to your brand vision </li></ul><ul><li>2. Positive Vs. Need </li></ul><ul><li>Make sure your brand is flexible enough to demonstrate both the need and the positive outcome of your work </li></ul><ul><li>3. Brand doesn’t encourage fundraising </li></ul><ul><li>Find the most motivating part of your brand for fundraising and make your work tangible </li></ul><ul><li>4. Consistency Vs. Flexibility </li></ul><ul><li>Make sure your brand is flexible enough to meet fundraising needs – without compromising the need for consistency </li></ul><ul><li>5. Brand doesn’t target fundraising audiences </li></ul><ul><li>Make sure you use your data to ensure your brand targets existing and prospective donors </li></ul>
  54. 56. Top Tips to take away
  55. 57. Questions