The document discusses integration, which refers to combining fundraising and campaigning efforts. It notes the motivations for integration include fundraising goals, supporter acquisition, and leveraging public support for advocacy. Integration can offer supporter involvement, connection and loyalty, as well as people power to support advocacy efforts. The document outlines what successful integration looks like, including coherence, integrity, alignment, and coordination. It also discusses challenges of integration such as leadership, data management, communication strategies, and organizational mindset. Case studies show supporters who engage in campaign actions through things like petitions are more likely to donate. The opportunity of integration is to move supporters up a pyramid of involvement from observers to leaders.

2. Integration:
What it Means
Quest and
Barriers
Supporter
Experiences
Motivations
and Values Emotions in
Decision-making
Influencing and
Influencing and
Social Psychology
Social Psychology
Opportunities
Planning
Toolkit
Tools

3. Table Talk

4. Integrating Fundraising and Campaigning
• Becoming a Campaigning Organisation?
• Connecting Supporters to Mission?
• Making a Difference

5. We are changing

6. And our supporters are changing
Valley of Death!
Dorothy Donor
Susan Supporter

7. Integration: Why do it?
• Brand re-positioning
• Fundraising goals
• Supporter acquisition
• Public support to leverage advocacy
• Consumer/public pressure on specific targets
• Supporters want involvement

8. What Integration offers
• Involvement and experience for supporters
• Connection and loyalty (supporter retention)
• People power (leverage for advocacy)
• Brand focus and focused communications
• Organisational catalyst
• Improved ways of working
• Fun

9. Transformational connection
Low value High value
Single product Multi products
Transaction Relationship
Aware Emotionally engaged
Project responsive Brand loyal
Supporter Ambassador
Uninformed Informed
Sceptical Trusting
Activity Experience
Moment Memory

11. What Integration looks like
• Coherence: the story you will tell, consistently
• Integrity: being true to yourself, and mission
• Alignment: of activities, messages, opportunities
• Coordination: prioritisation, decisions, planning
• Integration is NOT everything, to everyone, all the time

12. What Integration requires
• Supporter-focused philosophy
• Planning and processes
• Systems and discipline
• Hard work
• Leadership and decisions

13. But it’s difficult
Leadership Managing data Definition of value
Change
Supporter insight Supporter vision
management
Ownership / Consistent Communication
responsibilities procedures strategies
Supporter care Integration with
Shared objectives
strategy branches
Integrated Organisational
Evaluation
communications mindset

14. We think these are important

15. Does it work?
Care2 stats from the US:
• “Non-donors who take action online are 3.5 times more likely to donate
than non-donors who get e-mail but haven’t taken action,”
• Existing donors who take action online are 2.3 times more likely to
donate than donors in the e-mail file who haven’t.
“I feel like I can do a lot more when I am involved with them personally”
“I just wanted to thank Lisa for her letter in which she provided a postcard
and a petition with addressed envelope. She made it so easy for me to
respond and I appreciate that. And she didn't ask for money at this time,
either. Also appreciated, since I always send money when I can.”

16. People want experiences
Good Insights

17. The Experience Economy:
Customisation
Commoditisation
Source:
The Progression of Economic Value
The Experience Economy: Pine II and Gilmore, 1999

18. Premium Pricing
£15.00
£12.50
£10.00
£7.50
£5.00
£2.50
£0.00
Source:
The Price of Coffee Offerings
Adapted from: The Experience Economy: Pine II and Gilmore, 1999

19. The shopping experience

20. The best?

21. The Starbucks Experience
Principle 1: Principle 2:
Make it your own Everything matters
Principle 3: Principle 4:
Surprise & delight Embrace resistance
Principle 5:
Leave your mark
Source:
The Starbucks Experience: Joseph A Michelli, 2007

22. What does it mean for us?
Transactions
Experiences

23. Our great opportunity?
“Fundraisers will wake up to the fact that they are selling neither their
organisations nor their causes, nor their missions and certainly not all the
nuts and bolts and insignificant minutiae of what they do. Rather they are
promoting joy, the warm glow, the exhilaration, the sense of achievement
and fulfillment, even the meaning of life. As business life and political life are
so discredited now, the timing for all this could not be better now.”
Ken Burnett: http://www.kenburnett.com/Blog2020vision.html
But fundraisers cannot do this alone. While the basic offer is,
“If you give us money and we’ll sort out the problem” then we
are missing the chance to engage the donor in the one thing
that will really excite them – the chance to change the world.

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Staff
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Public launch
F2F
GE advocacy
Budget advocacy
Devolveds

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50. Table Talk

51. Values and Motivations
Good Insights

52. Why do people do anything?
Self fulfilment needs
Self Actualisation
Personal growth and
self fulfilment
Aesthetic Needs
Beauty / Know, understand, explore
Self Esteem
Achievement
Esteem of others
Recognition
Psychological needs
Belongingness / Love
Friends / family
Safety
Security / freedom from fear
Physiological Basic needs
Food / Water / Shelter

53. Why do people give?
Completeness
Status
Pride & Esteem
Achievement
Tribal
Basic
Emotional

54. More recent research
Guilt 5% Donors
Compassion 41%
Belonging 20%
Inspiration 34%
Guilt 7% Donors who do more
Compassion 22%
Belonging 32%
Inspiration 39%

55. Our values drive everything
Sustenance Outer Inner

56. Values modes attributes
Sustenance
Discipline
Acquiescence
Driven
Non-reflective
Security
Conformity
Traditional Family Safety
Material Wealth National Security
Distracted Rules
Power Complacent
Luddism
Showhome Indulgent Diet
Wrong Clothes Distant
Respected Convenience Propriety
Insular
Visible Success Asocial Skeptical
Bargain Hunter Reserved
Achievement Control Others Irresolute
Impulsive Spender
Looking Good Budget Bedlam Be Satisfied
Busy
Pleasure Good Time Romantic Love Tradition
Visible Ability Money Casual
Hedonism
Socialist
Persona Spiritualism Honesty
Speculate
Fun Passivity Bodily Ease WYSIWYG
Sensitive
Prudent Religious Solitary Modest Unease
Tolerant Exhilaration Shrewd Price Conscious Coasting
Adventure
Stimulation Loyalty Car Casual
Novelty
Healthy Lifestyle Cheerful Inquisitive Constrained Spender
Local Caring Benevolence
Outer Sexual Awareness
Artisan
Beauty
Ozone Friendly
Global
New Family
Nature TV Casual
Self-choice
Non-acquisitive
Directed
Creativity Financial Morality
Listening
Unplanned Self-direction
Self-efficacy Tao
Equivalence Justice
Boldness No Sweat
Openness Independent
Feeling Good
Universalism
Inner
Directed
Adaptable
Equanimity
Copyright Cultural Dynamics Strategy and Marketing Ltd 2009

57. The population is changing
VALUES
50
45
40 irected
Inner D
PERCENTAGE
35 Outer Directed
30
25 Susten
ance D
riven
20
15
10
5
0
1985 1990 1995 2000 2005
YEAR
Copyright Cultural Dynamics Strategy and Marketing Ltd 2009

58. How does this affect us?
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59. What does this mean for you
• Do you know why someone would support you?
• Do people give to you for the same reasons they campaign for you?
• Can you match your needs to their needs? And your values to their
values?

60. Decision Making is Emotional
Good Insights

61. Emotion is essential in decision making

62. Three brains in one

63. The extent is individual

64. Blink
Thin slicing

65. Post-rationalisation

66. Two types of emotion
Positive Negative
Fear
Happiness
Anger
Love
Disgust
Hope
Sadness

67. Emotion in decision making
Incidental Integral Expected
Much less important
The feelings that
The feelings about Cognitive analysis
you happen to have
the specific issue / of these leads to
at the time you need
decision less post-decision
to make a decision
satisfaction
Source:
The role of emotions in foreign policy decision making, Renshon, J.B. & Lerner, J. S.
Wilson et al, 1993

68. Do emotions evoke responses?
Emotions that evoke responses Emotions that don’t evoke responses
Disgust: Causes disengagement,
Anger: Typically involves attempts to although it can trigger
redress injustice attempts to cleanse oneself of
offending objects / ideas
Hope: Creates optimism which is
important if encouraging risk Sadness: Causes disengagement, and
taking sometimes efforts to change
one’s circumstances
Happiness: Happy people are most likely
to help other people Contentment: Appraised with low effort and
inactivity
Source:
Do positive and negative emotions have opposing influences on hope? Jennifer S Lerner and Deborah Small, 2002

69. What does this mean for us?
Our emotions need to overcome
Our emotions must create actions
incidental emotions
What emotion is Consistency
right for you?
Cause /
Brand
Issue
Relationship Action
What you
Your
want them to
supporters
do
Their values, your needs
Fundraising, campaigning and behaviour
change are not about being rational

71. Fundraising skills are key to inspiring action
• Reach = the right audience and channel
• Relevance = connection to their world
• Resonance = emotionally moving
• Realism = confidence it makes a difference
i.e. clear need, clear solution, a clear role for our supporters,
clear ask for the task
• Reward = thanks feedback, appreciation
(before you start again ...)

72. Social psychology and public
campaigning
Influence and persuasion
– the importance of the big six…
• Reciprocation
• Commitment and consistency
• Scarcity
• Liking
• Authority
• Social proof
Influence – the psychology of persuasion
Robert Cialdini

73. Herd
• More on psychology to really
freak out those who believe
we are independent
thinkers….
Herd
Mark Earls

75. Social psychology and public
campaigning – why Dove?
• Reciprocation – We didn’t do this one (but I’ll come
back to it later…)
• Commitment and consistency – Initial easy action for
our supporters against the Chair of the Round Table on
sustainable Palm Oil
• Scarcity – disappearing forest
• Liking – Oang-utan (not Greenpeace!!), and their
favorite brand good here too
• Authority – 3-year investigation
• Social proof – well this is where Flickr and the ad
agencies came in…

80. Pyramid of involvement
1
9
90

81. http://groundwire.org/blog/groundwire-engagement-pyramid

82. Leading
Owning
Contributing
Acting
Observing

83. Leading
Owning
Contributing
Acting
Observing

84. Leading
Owning
Contributing
Acting
Observing

85. Leading
Owning
Contributing
Acting
Observing

86. Leading
Owning
Contributing
Acting
Observing

87. Leading
Owning
Contributing
Acting
Observing

88. Leading
Owning
Contributing
Endorsing
Acting
Endorsing
Observing

89. Leading
Endorsing
Owning
Endorsing
Contributing
Endorsing
Acting
Endorsing
Observing

90. Kit kat – the pyramid the ran away with
itself!
1,300,000 people have viewed the Kitkat ad
on YouTube

91. Kit kat – the pyramid the ran away with
itself!
300,000 people have emailed Nestle
1,300,000 people have viewed the Kitkat ad
on YouTube

92. Kit kat – the pyramid the ran away
with itself!
~8,000 people stopped and had there first
face-to-face conversation with Greenpeace
and then wrote to Nestle
300,000 people have emailed Nestle
1,300,000 people have viewed the Kitkat ad
on YouTube

93. Kit kat – the pyramid the ran away with
itself!
10% of our appeal donors gave an extra gift
to our palm oil appeal – in 10 days…
~8,000 people stopped and had there first
face-to-face conversation with Greenpeace
and then wrote to Nestle
300,000 people have emailed Nestle
1,300,000 people have viewed the Kitkat ad
on YouTube

94. Kit kat – the pyramid the ran away with
itself!
~1,000 people became Nestle ‘friends’ on Facebook
10% of our appeal donors gave an extra gift
to our palm oil appeal – in 10 days…
~8,000 people stopped and had there first
face-to-face conversation with Greenpeace
and then wrote to Nestle
300,000 people have emailed Nestle
1,300,000 people have viewed the Kitkat ad
on YouTube

95. Kit kat – the pyramid the ran away with
itself!
750 people gave a gift to fund a press
ad – 50% of them their first gift
~1,000 people became Nestle ‘friends’ on Facebook
10% of our appeal donors gave an extra gift
to our palm oil appeal – in 10 days…
~8,000 people stopped and had there first
face-to-face conversation with Greenpeace
and then wrote to Nestle
300,000 people have emailed Nestle
1,300,000 people have viewed the Kitkat ad
on YouTube

96. Kit kat – the pyramid the ran away with
itself!
3 people ‘dropped’ in on their AGM
750 people gave a gift to fund a press
ad – 50% of them their first gift
~1,000 people became Nestle ‘friends’ on Facebook
10% of our appeal donors gave an extra gift
to our palm oil appeal – in 10 days…
~8,000 people stopped and had there first
face-to-face conversation with Greenpeace
and then wrote to Nestle
300,000 people have emailed Nestle
1,300,000 people have viewed the Kitkat ad
on YouTube

97. A patchwork of involvement
that was building a mighty pyramid
91,000 people became
beneficial owners

98. A patchwork of involvement
that was building a mighty pyramid
Hundreds of people
twinned with our
orchard and
allotment

99. A patchwork of involvement
that was building a mighty pyramid
Over 2,000 donors
gave an extra gift
to Airplot = £67,000
Just under 200 people
took out a direct debit
as a result of our thank
you email to Airplot
joiners
8% people of Airplotters
contacted have started direct
debits – so far!

100. Our vision was -
unashamedly - here
Physical block
Legal block
We won here
Social block

101. A work in progress pyramid - bp
>2,000,000 people have viewed the BP competition

102. A work in progress pyramid - bp
All donors have been asked to join the
competition, and we took out an ad
>2,000,000 people have viewed the BP competition

103. A work in progress pyramid - bp
Thousands of people have re-branded bp on our
streets
All donors have been asked to join the
competition, and we took out an ad
>2,000,000 people have viewed the BP competition

104. A work in progress pyramid - bp
> 2,359 people have entered our competition
Thousands of people have re-branded bp on our
streets
All donors have been asked to join the
competition, and we took out an ad
>2,000,000 people have viewed the BP competition

105. A work in progress pyramid - bp
Just started to recruit on our homepage
> 2,359 people have entered our competition
Thousands of people have re-branded bp on our
streets
All donors have been asked to join the
competition, and we took out an ad
>2,000,000 people have viewed the BP competition

106. A work in progress pyramid – bp
2 people climbed bp’s headquarters
3 people interrupted bp’s
National oil convention speech
Just started to recruit on our homepage
> 2,359 people have entered our competition
Thousands of people have re-branded bp on our
streets
All donors have been asked to join the
competition, and we took out an ad
>2,000,000 people have viewed the BP competition

107. A work in progress pyramid – bp

108. Table Talk

109. Opportunities and Planning

110. Opportunities to Integrate Fundraising and Campaigns
• External
Quest
• Internal
Creativity Involvement
• Planned activity
• Opportunistic Valued

111. Communications Planning
Brand narrative
Communications Strategy
Story Story Story Story Story
Campaign
Issue Issue Issue Issue Issue

112. Campaign Coordination
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113. Communications Prioritisation
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114. Activity Alignment
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115. Greenpeace US Save the Whales

117. newsletter with supporter involvement

119. EveryChild Christmas appeal – Mail and e-mail

120. Integration with web and landing pages

121. ( #
22nd March Palm Oil Supporter Journey 2010
17th March
,
29th March
17th March - ! "
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122. Palm Oil communications to potential GPUK supporters Key
Ebulletin Web team
Thank you
Email action email 1
GPUK Direct marketing – recruitment activity
website
Direct marketing – development activity
Intro email 2/
Press thank you
inserts Campaign-led communication
Google Adwords
Active Supporters programme
Paid-for Thank you E-mail and e-action follow-ups – new programme
banner ads Email action email 2 Photo action
Supporter-hosted
banner ads
SMS from press Get email Intro email
ad
details
Mid-May follow-up email Mid-June follow-up email
On-street leaflet
Photo not taken Thank you
but opted-in for info email 4
Thank you Email your
Photo taken
on street
email 3 photo to company
Thank you Thank you
F2F fundraising teams will also be participating in the photo
action work email 5 Email action email 6
Palm Oil communications to existing GPUK financial supporters
Postal
Email upgrade ask Postal upgrade Connect – Palm Oil
reminder special
ask
Email action ask
Postal cash ask Postal reminder
Email cash ask
Mid-May: follow-up email Mid-June: follow-up email

123. Integrated Campaigning
Some Reflections
Jonathan Smith
Head of UK Campaigns
Save the Children

124. Knit One Save One
124

125. What and Why
Supporters knit hats for
newborns and add a
message label for the Prime
minister
• Poorest babies vulnerable to cold
• Engage traditional fundraising
supporters in:
– Our new child survival campaign
– Political campaigning
• Show support for aid from
‘unusual suspects’
125

126. How
• Campaign Brand - Knit One Save One
(March - Oct 2008)
• DM / WoM - StC channels
• PR - Paul O’Grady, Women’s Weekly,
Sun, local and regional press
• Political - PM hand-in and MP events
(Westminster and constituency)
• Follow up - ‘campaigning explained’
mail with further ask
• Hats - Kenya, S Africa, Afghanistan,
Mongolia, Tibet
126

127. What happened
• 800,000 hats
• 100,000 knitters
• 40,000 messages to PM
• 20,000 new campaigners + data
• 2,800 second action cards
• £500k equivalent PR
• 50 MP’s actively involved
• 10 constituency events
• 1 PM quoted Save the Children
campaign in speeches
127

128. So…
• Start with your audience
• Make it simple, emotional, creative
and visual with tangible impact
• Don’t get all ‘political’ with
supporters, media or targets (well not
all the time)
• When people invest time they think
• New approaches refresh old hands
• Success brings challenges -
messaging control, logistics, data,
budget….
128

129. GAZA CEASFIRE
129

130. Why
• Israel launch massive air
and ground attack on Gaza
(late Dec 08 - early Jan 09)
• ‘Response’ to Hamas rockets
• ‘Like 1.5m people on Isle of White’
• 50% U16
• Hugely polarised media
• Regardless of politics
children in real danger
130

131. What and How
• Public pressure for ceasefire
• Build brand as ‘leading
independent emergency
responder’
• Provide action as an outlet
• Place press ads on 10th & 11th
Jan
• Offer txt response + permission
to contact
• Support with traditional media
work
131

132. What happened
• Ads + back-end set up in 4
days
• Guardian, Times,
Independent, Telegraph
• And then to our surprise…
– 100,000 txt
– Extensive digital media pick up
– 83,000 ‘pass to friend’ follow up
txt
– PM personally tracking response
and using in negotiations
132

133. Taking it further
• Huge pool of new contacts
• No email or postal data
• Took risk on follow up
calling
• 100k calls
• 8,960 new regular givers
– High average annual donation
• Campaign ROI of 1.4
– Over 1, including initial media
costs
133

134. And for campaigning…
Great first phase but limited
opportunity for follow up…
– Gaza not a long term policy or lobbying
priority
– Hard to build journey as very issue specific
group
– Limited resources for any campaign follows
ups where no email captured
134

135. So…
• High profile moments drive response and longer term
value, if you can catch them right
– Be flexible and quick off the mark
– Offer a specific, tangible first ask, with a clear purpose
– Build with relevant second asks and feedback
– Integrate campaigning and fundraising
• BUT….sustainable public campaigning needs a longer
term integrated policy and political strategy
135

136. ROBIN HOOD TAX
136

137. Why and What
Financial crisis shows
how global financial
markets make vast
profit at public’s
expense and hurt poor
• Bonuses continue after bail out
and turn down
• Unique moment of political and
public opportunity
• Campaign for Global Financial
Markets to pay:
– full cost of their part in crisis
– fair share towards global public goods
like health, education and climate
change
137 – tiny transaction tax = $20bn in
revenue for UK alone

138. How
• Reframe for our times…
a tiny tax on bankers to make a massive
difference…
good…fair… workable… common sense…
• Not naïve, ranty, complicated, bad or a cost
you…
• Serious heart - political and policy
• Strong popular identity – visual, simple, flexible,
shareable, embodying idea
• Broad ‘lite’ coalition - focused, shared interest at
moment in time
• Channel anger - debate, sharing, action, creativity
138

139. What happened
• Richard Curtis develops Robin Hood Tax
brand
• 100 + organisations sign up
• 190,000 on facebook
• Top trending tweet
• 47,000 sign ups
• 20,000 actions
• Going global
• ‘Robin Hood Tax’ widely used term
• Extensive coverage as ‘serious’ and ‘viable’
option
• IMF support tax on financial markets
• Sarkozy, Merkel, Osborne, Obama accept
banks must pay fair share for mess
• Battle is now on the type of tax and how much!
139

140. So…
• Never waste a good crisis -
opportunity, alignment, energy,
engagement, emergent activity
• Make it simple, visual, shareable,
timely emotionally resonant
(and work with a brilliant communicator)
• BUT ensure it goes deep
• Mix ‘voices’ and ‘tones’
• Let it out there and ride the waves
• Be reactive and flexible when needed
• Plan in phases
• keep an eye on horizon
140

141. Thank you for listening
j.smith@savethechildren.org.uk

142. Forest Law
Argentina
Create pressure over the Senators to make them
approve the Forest Law.
To create real pressure into the Senate we will
have to ask for 1 million votes (hopefully getting 5
thousand hundred).

143. Emailing appeals cycle
If voted If opened the email
Vote Forward to your contacts Print the chart and make people sign
If didn’t vote If didn’t opened

145. Channels
• Emails
• Newsletters
• Appeals
• Video
• Face-to-face
• Press
And if you have a lot of money…
• Mail
• Telephone

152. Propositions… we need you
because…
• We need people in key constituencies
• We need as many people as possible
• We have a target membership that will be
powerful because
• The company we are targeting cares what
you think about their brand
• If even a small number write to their MP…
• We know you care about this issue
because you gave to it last year

153. Asks
• ‘View’
• Poll
• Petition
• Lobby Share…
• Create
• Join
And lead…

160. Assets
• E-assets are cool!!
– Killer logo
– Photographs on Flickr
– Videos on Youtube
– Upload of logo re-design
– A place to put ‘real life’ work
– I’m an Airplotter
• Real assets are cool too
– T-shirts
– Badges
– Stickers

167. • G0
• 000*AAA =
• BAH 4 # 6
• >AH = #4 6
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172. Emailing campaign summary
Percentage of Internet users that voted 9.4%
Number voting >1,100,000
New cyberactivists >750,000
Approached by email ~600,000
Response rate ~1%
Conversion to regular giving in 2007 ~6,000
Approached for regular gift by telephone 170,000
Response rate 9.65%
Conversion to regular giving in 2007 ~16,500
Total conversion in 2007 23,647

173. $1 at cost order = main cell
• 111,000 e-mail test
• 40% open rate (double best appeal)
• 30% click-thru (triple best appeal)
• 2.6% orders, 50% with extra donations;
• $9,500 sales and$16,000 income
Free-sticker = test cell
• 30,000 generated
• 15% with donations
• 1200 new donors

174. Table Talk