Good Bites

30th August 2012

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Why do a mini-big appeal?

Background to Little Heroes

Key principles for the appeal

What we did

Results so far

Key learnings

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1.Raise money

2.Gives fundraising a focus & builds team spirit

3.Appeals to donors

Why do a mini-big appeal?

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1.Poor morale of staff

2.History of fundraising failure

3.Nursery our ‘crown jewel’ service

Background to Little Heroes

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1.Testing ideas

2.Integration

3.Organisational wide involvement

Key principles for the appeal

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What we did – direct mail

Mailing to warm donors

Personal invite to potential major donors to visit nursery

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What we did - telephone

Called current and lapsed regular givers.

Asked them to advocate for the appeal.

Will follow up with a reactivation / upgrade call in September

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What we did – community fundrasing

Focus on collections and home money boxes

Looked to engage new community support in Kent

Town challenges with fundraising team

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What we did – mobile

Panels on trains - £3 donation ask

Distributed over 1,000 posters through the town challenge

Followed up with an advocate ask

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What we did – online

Created microsite

Tested banner ads

Blogger engagement

Daily blog

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What we did – PR

Celebrity messages

Local media

Radio ads

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Mobile giving• Nearly 700 texts against a 500 target. • Over 60% agreed to advocate.• Cost per acquisition around £70 & 7 month break even

(based on 50% penetration, 20% yes to direct debit)

Results so far – the good

Parental & staff support• Over £10,000 has come from parents, nursery staff and

their family, friends etc

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Results so far – the ok

Direct mail• Over 15% response rate• Average gift of ~£27 (30% higher than usual)• Ten gifts of £250 or over

PR• Lots of coverage, including national press and TV• Not converted to donations• Radio produced little response

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Results so far – the indifferent

Collections• Real struggle to place the boxes• Public collections have struggled - £80 from Tunbridge

Well’s train station• Had to look for a community plan B

Telephone• High agreement to advocate – over 60%• Not translated to income• Could still come good if upgrade, reactivation, DD sign

up rates are improved

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1. Major gift matched funding

2. Cold mailing

3. Text follow up

4. Little Heroes day – 21st September

The final month

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1. Abandon things that don’t work quickly

2. Cold community ask much harder than expected

3. Texting working well, but key is conversion

4. Start with your warm donors

5. Created a lot of internal goodwill and support

Key learnings for the appeal

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p.s Would you like to help reach the target?

• You can text NURSERY to 70007• Help spread the word via Facebook & Twitter

•Help raise money (all donations matched) on Friday 21st September

Any questions?

Craig Linton – Head of Fundraisingcraig.linton@rlsb.org.uk@frdetective