Extending your reach on a limited budget
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Transcript of Extending your reach on a limited budget
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Stroke Helpline 0303 3033 300
stroke.org.uk
Extending your
reach on a limited
budget Patrick Olszowski
Stroke Association
Emma Nye
Stroke Association
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Stroke Helpline 0303 3033 300
stroke.org.uk
• Why we needed an email network
• Where we started from and where we‟ve got
• How the email network works
• Giving stroke survivors a platform
• Showing impact
• Growing activism
• Market
• Top quality imagery
• Testing
• Discussion
Today!
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Stroke Helpline 0303 3033 300
stroke.org.uk
• Stroke can be prevented but still happens
• Too many survivors struggle after stroke
(emotionally, financially as well as with health)
• More and more decisions are local
• We want to stop stroke & ensure right to recover
• Big challenge + small team = need
reinforcements
Why we needed an email network
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Stroke Helpline 0303 3033 300
stroke.org.uk
• 800 people receive printed newsletter
• Number had been relatively static
• Printed campaigners‟ pack
• Slow to respond to new subscribers
• Not attuned to news agenda
• How to change culture and working
practices has been biggest challenge
Where we started from (pre May 2012)
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Stroke Helpline 0303 3033 300
stroke.org.uk
Where we’ve got so far (July 2013)
• Over 6000 now on email
• Open rate is 37% on average (not-for-profit average of 16% - http://bit.ly/Qaal8l)
• Open-to-action rate is 23%
(not-for-profit advocacy emails 4.2% - http://bit.ly/1b9CB4B)
• Growing interest from organisation
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Stroke Helpline 0303 3033 300
stroke.org.uk
• Dotmailer and ThankQ
• Can sign up at www.stroke.org.uk
• We are open about why we want data
• Postcode is the key field along with email
– note we don‟t ask for full address
• New language - in line with our new
brand
How the email network works
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Stroke Helpline 0303 3033 300
stroke.org.uk
Giving stroke survivors a platform
• What matters to you?
• What helped you recover?
• Personal stories in each
• We create dynamic
content by region and
nation
• Lack some postcodes – so
work underway to get
these
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Stroke Helpline 0303 3033 300
stroke.org.uk
Showing impact of action
Real world change Raising awareness through 900 people forwarding and helping people like Sarah
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Stroke Helpline 0303 3033 300
stroke.org.uk
• One call to action in every email – 1st story
• Email goes out every two weeks (based
on asking recipients)
• Overhauled the emails so instead of one
thing we cover information on what they
want to know – benefit changes, health
reforms and prevention advice
Growing activism is top goal
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Stroke Helpline 0303 3033 300
stroke.org.uk
How we market the network
• “Receive our newsletter” prominent across website
• Plan to convert Campaigners‟ to Supporters‟
newsletter
• Printed sign up forms and postcards (on your seats –
please join us!)
• Survey of 3717 survivors & carers = few hundred joins
• Link with stroke clubs and groups
• We encourage network to „friendraise‟
• Posters up in Dr‟s waiting rooms + QR code
• Facebook and Twitter
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Stroke Helpline 0303 3033 300
stroke.org.uk
Quality pictures, many uses
Report
Campaigners’ network
Guardian Social Care Network (picture
gallery)
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Stroke Helpline 0303 3033 300
stroke.org.uk
Testing is a crucial part
A/B testing:
• 3 ways to tell people about stroke support vs. Tell all
affected by stroke they‟re not alone
• Here‟s what stroke survivors said vs. Are you feeling
overwhelmed?
• Stroke stories vs. The FAST story
Benchmarking against other charities and learning from them
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Stroke Helpline 0303 3033 300
stroke.org.uk
Discussion
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