RAF Benevolent Fund 1940 Chronicle results and learnings
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Transcript of RAF Benevolent Fund 1940 Chronicle results and learnings
Royal Air Force Benevolent Fund
BACKGROUND
• RAF’s leading welfare charity, providing direct support to 10,000 people each year. £20 million welfare spend
Royal Air Force Benevolent Fund
CHALLENGES
• Low brand awareness among key audiences
• 70% of supporters over 70
Royal Air Force Benevolent Fund
BATTLE OF BRITAIN 70TH ANNIVERSARY
Royal Air Force Benevolent Fund
WHY A SOCIAL MEDIA CAMPAIGN?
• Get away from the usual ceremonies and parades• To show the human impact of war. To put people in
the shoes of the men and women who took part as a way of demonstrating the need for our work in 1940 and 2010
• Engage with a new, younger generation of supporters critical for the charity’s future work
• Position the RAFBF as a modern Service charity using digital technology to bring the Battle of Britain to a whole new audience
@1940George @1940Jane @1940Mary
@1940Alex @1940Frank
BLOGS
ONLINE PROMOTION
DAY OF ACTION
END WITH A BANG!
RESULTS - I
• 83,551 overall visits• 57,307 unique visitors • 26,382 repeat visitors to campaign site• 2,481 Chronicle followers on Twitter• 1,623 fans on Facebook• 1,457 Twibbon downloads
VISITORS TO SITE
RESULTS - II
• 48,085 mentions across social networks• Tweet reach of 320,000 via 200 tweets• 30 – 40 friendly bloggers wrote posts on Day
of Action• 100 highly engaged people produced
between 31 and 145 pieces of campaign related content each
• Database of more than 2,000 engaged social media users
RESULTS - III
• Increased traffic to main RAFBF website by 25%
• Online donations doubled in 4 months campaign ran
• Built RAFBF Twitter following from 25 to 1,200
• RAFBF Facebook fans increased from 10,000 to 12,000
• Built good relationship with Stephen Fry• Change in positioning reflected in posts,
online conversations and off-line coverage
ONLINE DONATIONS
DEMOGRAPHICS
• Facebook Insights show that we successfully engaged a ‘younger’ generation of supporters
• Day of launch received coverage in Daily Express, Daily Mail and Independent.co.uk
• 53 pieces of coverage
• Print coverage– AVE = £30,000 +– OTS = 8,000,000 +
PR COVERAGE
KEY LEARNINGS
• Highly polished campaign leaves less room for spontaneity
• Capitalise on Facebook’s Open Graph to enable more people to ‘Like’ specific items earlier in campaign
• Identifying and actively seeking relevant conversations to participate in
• Capitalise on discussion tab on Facebook• Add email capture earlier in campaign• Make Donate button more prominent earlier in
campaign
WHAT NEXT?
• Targeted e-newsletter sent to 1940Chronicle supporters with a more than 50% open-rate
• 1940 online Xmas card planned with appeal for donations. Followers will be invited to join the RAFBF Facebook page and Twitter feed
• Plans to use content as a teaching resource (we are in talks with the Historical Association)
Royal Air Force Benevolent Fund
THANKS FOR LISTENING!Any questions?
Ann-Mari FreebairnHead of [email protected]