Putting supporters back in charge
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Putting Supporters Back in Charge
Matthew Sherrington IoF National Convention 2012
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In the beginning....
Eglantyne JebbFounder, Save the Children
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Heroes
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Harry Moseley
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What’s going on and what do supporters want?
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Supporters back in charge
• Supporters don’t care about your targets.
• They care about people, curing cancer, ending poverty, saving lives, protecting animals, defending human rights.
• The more you connect them with the mission, the more they’ll do to help you achieve it.
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Build your Story around Supporters
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Strategy and Story
PROGRAMME:
What you do
SUPPORTERS:
What they care about
MISSION:
what you want to achieve
Str
ateg
y Story
Closingthe gap
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It’s not about you
What you do
What people want
RelevanceInterestValueConnection
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It’s not about you ...
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“us together” brand expressions
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Supporter Mission Manifesto: What it will take, and how we will do it together ...
Together, we can protect and restore X DIRECTLY by doing A, B, C.
Governments need to do the right thing, and need to be reminded.
Companies/Landowners need to do best nature-friendly practice
People themselves. Behaviour. Attitude. Involvement.
SAVING OUR BIRDS AND WILDLIFEWhat will it will take, who has the power and resources, who can decide, why aren’t they doing it?
YOUR MONEY, OUR EXPERTISE, PEOPLES’ ENERGY. JOIN NOW.
YOUR VOICE. JOIN THE CAMPAIGN.
YOUR CONSUMER POWER. TAKE ACTION.
YOUR PASSION, TIME, ENJOYMENT. DO YOUR BIT. VOLUNTEER.
Conservation science; policies and best practice; protecting/restoring species and habitats; partnerships and mobilised people
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Make the Mission Tangible
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Christian Aid
Buy a net. Save a life
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Save the Children Build it for Babies Appeal
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Oxfam: Tag your Bag
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Oxfam: Tag your Bag
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Make the Mission Personal
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Cancer Research UK: My Projects
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St. John’s Ambulance: first aid responder
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St. John’s Ambulance - experience
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St. John’s Ambulance - ask
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British Heart Foundation: Hard and Fast
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Greenpeace Rainbow Warrior III
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Greenpeace Rainbow Warrior III
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Greenpeace Rainbow Warrior III
Mr Sherrington and friends
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Greenpeace Rainbow Warrior III
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Encourage participation. Make it Fun
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Sierra Club: Share your piece of America
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Sierra Club: Share your piece of America
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Sierra Club: Share your piece of America
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RSPB: Make Your Nature Count
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Greenpeace Chainsaw BarbieGreenpeace Ken
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Greenpeace Chainsaw Barbie
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Greenpeace Chainsaw Barbie
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Greenpeace Chainsaw Barbie
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Volunteering
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ActionAid: First Hand Experience
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Take me there and Show me
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Oxfam: See for yourself
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Plan: Sponsor a child for a weekend
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Plan: Sponsor a child for a weekend
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charity:water: we prove every dollar
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charity:water: we prove every dollar
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Save the Children: East Africa Fill a Truck
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You helped win vaccines for 60 million children
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I CAN: Adopt a Word
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I CAN: Adopt a Word
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I CAN: Adopt a Word
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Putting the Supporter in Charge
1. 1. Build your Brand Story around Supporters
2. 2. Make the Mission Tangible and Personal
3. 3. Encourage Participation, Make it Fun
4. 4. Take People there and Show them
5. 5. Involvement in the Real World
6. 6. Congratulate
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"Long after people forget what you did for them,
they will remember how you made them feel."
Engagement: creating emotional memories
Walt Disney