Good bites on_integration_final
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24 th November 2010 Welcome Roger Lawson Strategy and Planning Director
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Integration is not a new concept. We all know that to stand the best chance of achieving our organisational goals, we need to collaborate on objectives, strategy and tactics. Fundraisers together with campaigners, policy makers with marketers - all with the supporter at the heart of the process. Yet there remains an action gap and silos are still ruling. Charities that take an integrated approach are beginning to reap the benefits of more engaged supporters, both in terms of donor and advocate numbers. So how do you make it happen? This free event will provide insight from both a fundraising and a campaigning perspective, share examples of how to get integration right, how to measure success and, crucially, offer advice on how to help solve your integration challenges.
Transcript of Good bites on_integration_final
24th November 2010
Welcome
Roger LawsonStrategy and Planning
Director
Cathy Anderson
Supporter Development
Director
Case study
Pyramid of involvement
9090
99
11
ObservingObserving
ActingActing
ContributingContributing
OwningOwning
LeadingLeading
ObservingObserving
ActingActing
ContributingContributing
OwningOwning
LeadingLeading
ObservingObserving
ActingActing
ContributingContributing
OwningOwning
LeadingLeading
EndorsingEndorsing
EndorsingEndorsing
1,300,000 people have viewed the 1,300,000 people have viewed the KitkatKitkat ad on ad on YouTubeYouTube
1,300,000 people have viewed the 1,300,000 people have viewed the KitkatKitkat ad on ad on YouTubeYouTube
300,000 people have emailed Nestle300,000 people have emailed Nestle
1,300,000 people have viewed the 1,300,000 people have viewed the KitkatKitkat ad on ad on YouTubeYouTube
300,000 people have emailed Nestle300,000 people have emailed Nestle
~8,000 people stopped and had there first face~8,000 people stopped and had there first face--toto--face conversation with Greenpeace and then wrote face conversation with Greenpeace and then wrote
to Nestleto Nestle
1,300,000 people have viewed the 1,300,000 people have viewed the KitkatKitkat ad on ad on YouTubeYouTube
300,000 people have emailed Nestle300,000 people have emailed Nestle
10% of our appeal donors gave an extra gift to our 10% of our appeal donors gave an extra gift to our palm oil appeal palm oil appeal –– in 10 daysin 10 days……
~8,000 people stopped and had there first face~8,000 people stopped and had there first face--toto--face conversation with Greenpeace and then wrote face conversation with Greenpeace and then wrote
to Nestleto Nestle
1,300,000 people have viewed the 1,300,000 people have viewed the KitkatKitkat ad on ad on YouTubeYouTube
300,000 people have emailed Nestle300,000 people have emailed Nestle
~1,000 people became Nestle ~1,000 people became Nestle ‘‘friendsfriends’’ on on FacebookFacebook
10% of our appeal donors gave an extra gift to our 10% of our appeal donors gave an extra gift to our palm oil appeal palm oil appeal –– in 10 daysin 10 days……
~8,000 people stopped and had there first face~8,000 people stopped and had there first face--toto--face conversation with Greenpeace and then wrote face conversation with Greenpeace and then wrote
to Nestleto Nestle
1,300,000 people have viewed the 1,300,000 people have viewed the KitkatKitkat ad on ad on YouTubeYouTube
300,000 people have emailed Nestle300,000 people have emailed Nestle
10% of our appeal donors gave an extra gift to our 10% of our appeal donors gave an extra gift to our palm oil appeal palm oil appeal –– in 10 daysin 10 days……
750 people gave a gift to fund a press ad 750 people gave a gift to fund a press ad ––50% of them their first gift50% of them their first gift
~8,000 people stopped and had there first face~8,000 people stopped and had there first face--toto--face conversation with Greenpeace and then wrote face conversation with Greenpeace and then wrote
to Nestleto Nestle
~1,000 people became Nestle ~1,000 people became Nestle ‘‘friendsfriends’’ on on FacebookFacebook
1,300,000 people have viewed the 1,300,000 people have viewed the KitkatKitkat ad on ad on YouTubeYouTube
300,000 people have emailed Nestle300,000 people have emailed Nestle
~1,000 people became Nestle ~1,000 people became Nestle ‘‘friendsfriends’’ on on FacebookFacebook
10% of our appeal donors gave an extra gift to our 10% of our appeal donors gave an extra gift to our palm oil appeal palm oil appeal –– in 10 daysin 10 days……
750 people gave a gift to fund a press ad 750 people gave a gift to fund a press ad ––50% of them their first gift50% of them their first gift
~8,000 people stopped and had there first face~8,000 people stopped and had there first face--toto--face conversation with Greenpeace and then wrote face conversation with Greenpeace and then wrote
to Nestleto Nestle
9.7% of action takers telephoned have 9.7% of action takers telephoned have taken out a direct debit @ taken out a direct debit @ ££7070
1,300,000 people have viewed the 1,300,000 people have viewed the KitkatKitkat ad on ad on YouTubeYouTube
300,000 people have emailed Nestle300,000 people have emailed Nestle
~1,000 people became Nestle ~1,000 people became Nestle ‘‘friendsfriends’’ on on FacebookFacebook
10% of our appeal donors gave an extra gift to our 10% of our appeal donors gave an extra gift to our palm oil appeal palm oil appeal –– in 10 daysin 10 days……
750 people gave a gift to fund a press ad 750 people gave a gift to fund a press ad ––50% of them their first gift50% of them their first gift
~8,000 people stopped and had there first face~8,000 people stopped and had there first face--toto--face conversation with Greenpeace and then wrote face conversation with Greenpeace and then wrote
to Nestleto Nestle
3 people 3 people ‘‘droppeddropped’’ in on their AGMin on their AGM
9.7% of action takers telephoned have 9.7% of action takers telephoned have taken out a direct debit @ taken out a direct debit @ ££7070
Forest Law Argentina
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).
Emailing appeals cycle
Forward to your contactsVote Print the chart and make people sign
If opened the emailIf voted
If didn’t openedIf didn’t vote
Emailing campaign summaryPercentage of Internet users that voted 9.4%Number voting >1,100,000New cyberactivists >750,000
Approached by email ~600,000Response rate ~1%Conversion to regular giving in 2007 ~6,000
Approached for regular gift by telephone 170,000Response rate 9.65%Conversion to regular giving in 2007 ~16,500
Total conversion in 2007Total conversion in 2007 23,64723,647
Good Bites – Integration
Making it work
Kate Turner, Campaign Manager, WaterAid
Why integrate?•WaterAid lobbying up to and at MDG summit (Policy and campaigns team)
•Next part of the story for supporters following on from election
•Sanitation push (next slide)
•Would integration uplift response?
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Top priorities for charities working to relieve global poverty
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Protecting children's rights 14%
Raising awareness of global poverty in the UK 7%
Reducing the impact of climate change 6%
Preventing disasters 5%
Speaking up for the rights of poor people 4%
Tackling gender inequality 3%
Advocacy Fundraising
Government engagement
Stunts in NY and London (incl blogging)
Policy report
CommsMediaCampaignsDigital
UK Supporter engagement (f/rand campaigning)
UK Supporter engagement, messaging
Lots of themes
Fewer themes
Single-minded proposition‘Diarrhoea kills 4,000 children every day. Today we can stop it, easily and for good.’
Creative idea‘Dig toilets, not graves’
TV
Inserts
Web banner ads
Viral
Stunt
Campaign broad objectives
• Support WaterAid call for sanitation to be prioritised at to the MDG Summit in September
• New audience
• Acquire regular givers - 4000
• Inspire c. 19k campaigning actions
DRTV ad - http://www.digtoilets.org/
G:\Central FR\ISF\Supporter Cold Recruitment\Integration\Integrated media campaign 2010\Creative\DRTV ad\Online edit
Campaigning email
Trafalgar Square Stunt
WaterAid presents: The remote control poo
http://www.digtoilets.org/poo/
Campaign objectives - results
Support WaterAid call for sanitation to be prioritised at to the MDG Summit in September
New audience
Inspire c. 19k campaigning actions
Acquire regular givers - 4000
Wrap up
• Internal lobbying and processes• Keep revisiting and debating• Keep reminding and remembering the
audience – stop navel gazing• Compromise dependant on the audience• Find champions• Look at measures – go beyond number of
donors/campaigners/conversion
Wrap up
• Inform – if an exciting lobbying opportunity is discovered, tell people (not just the campaigners)
• Ensure you know who is leading which aspect• Agree timings, measures and messages• Although the internal audience is key remember
this is about influencing, engaging and informing the external audience
Wrap up
• Insight of an integrated campaign manager!
Roger Lawson, Strategy and Planning Director
Making it happen
3 critical factors
Brand
Brand
Who you are and what you do
Vision, Mission, Strategy, Products, Services, Campaigns
What you stand for
Vision, Mission, Attitude
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People
Teams
Leadership
Passion
Tenacity
Persuasion
Compromise
Entrepreneurialism
Fear
Risk-taking
Mis-trust
Systems
Systems
People Strategy
Processes Technology
But don’t wait…
WSPA – Nose-band protectors
20,000
Brand �
People �
Systems �
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RSPB – Letter to the Future
Brand �
People �
Systems �
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Save the Children – Gaza campaign
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Brand �
People �
Systems �
Just do it!
People are what makes it happen
Brand is what makes it effective
Systems are what makes it easy
To discuss…
