a brand that delivers for fundraising
TRANSCRIPT
A brand that delivers for fundraising
Mark Bishop and Vivienne Francis
24 October 2013
The starting point for change • Unmemorable generic charity name • Considered, authoritative, conservative in
language and visual identity • Didn’t resonate with men. Rather distant,
authoritative and cold talking to educated, middle England
• Need to - “Man up”, be bold, direct, assertive and position men at the centre of everything we did
Did people remember our advertising?
Comparable campaigns indicate we punched above our weight
Did Sledgehammer help crack fundraising success?
Assessing impact on… • Income generated right away • Building the database • Halo impact • Supporting cultivation • Existing partners • Other
Fundraising The Sledgehammer Fund Campaign Income (Jan – Mar 2013)
£ Bill Bailey TV 43,025 Betting Ads TV 7,030 Press Ads 9,370 Nutcracker Suite 12,726 Web Donations 82,889 (2012 was 30,300)
TOTAL 155,040
Assessing impact on… • Income generated right away • Building the database • Halo impact • Supporting cultivation • Existing partners • Other
Assessing impact on… • Income generated right away • Building the database • Halo impact • Supporting cultivation • Existing partners • Other
Assessing impact on… • Income generated right away • Building the database • Halo impact • Supporting cultivation • Existing partners • Other
Assessing impact on… • Income generated right away • Building the database • Halo impact • Supporting cultivation • Existing partners • Other
This Big or This Small? • The campaign only generated 1/10th of
what we spent on it
• The campaign has helped us win getting on for double the £1.5 million it cost us and was a roaring success
Top tips 1. Objectives – Know them and narrow them 2. Conflicting aims – embrace differences 3. Be ambitious but realistic 4. Follow a multi-year approach 5. Seek internal alignment 6. Lead times 7. Monitoring systems 8. Engage existing stakeholders 9. Honesty when looking back 10. Learn and refine