The Poppy Appeal

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A study. The Poppy Appeal:

Transcript of The Poppy Appeal

Page 1: The Poppy Appeal

A study.

The Poppy Appeal:

Page 2: The Poppy Appeal

The Poppy Appeal:Founded in 1921 when a group of French ex-servicemen suggested a way to raise money to Earl Haig, it’s now a giant in the charity calendar.

Last year, it raised £31m for current and ex-servicemen and their families – much focused into a single month.

To put that in perspective, CRUK’s year-round activities generate £419m – and they’re the leaders.

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It gets all sorts of media exposure...

(£free)

(£loads)

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And if you think about it...

...it’s the only product placement the BBC allows.

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NOW WAIT A SEC:

The worthiness of the British Legion and its causes is beyond question.

I am going to talk about the poppy dynamic, and why it works. That’s it.Thanks.

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The story’s still told in all sorts of formats:

-films-books

-poetry

It has a deep, affecting story

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...it’s even pretty cool.

Showing support is a public gesture...

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A very easy involvement mechanic

No phone calls.No data capture.Pound, poppy, pin.

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Urgency. You have to get it by the 11th, or you’re out of time.

The biggest way people avoid donation is by deferring – “I’ll do it later”. Can’t do that here.

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Celebrity endorsement:

(who wouldn’t want to get involved?)

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And, they’ve kept it current.

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It’s really pretty simple, isn’t it?

Find your story and push it to the forefront in the most evocative ways possible – and keep it relevant. Make it something people can connect over. Make it easy to do. And give people a specific target on how to do it.