RNLI: Content MarketingThe Big Christmas Rescue
Sarah Marsh & Martin Wilson
The RNLI is a registered charity that saves lives at seaIt provides a 24/7 on-call service to provide search and rescue requirements up to 100 nautical miles from the coast of the UK and Republic of Ireland as well as a seasonal lifeguard service on over 200 beaches, a Flood response team and an International development agencyIn addition, the RNLI has a much broader impact with its Coastal Safety initiatives, ranging from educational activities with schoolchildren to free safety checks offered to pleasure craft users and safety advice for fishermenThe RNLI is independent from Government and it’s annual running costs of £144.6M are entirely from voluntary contributions and legacies
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
AIM: To ensure our messages are aligned & our communications are consistent, clear, bold and relevant in order to connect with more people and motivate them to get involved in our mission
RNLI One Voice
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
Strategy(organisational
objectives)
Impact and influence
(outcomes in line with org, objectives)
Brand (vision, mission,
values)
Integration(In communications and organisational structure/
culture)
Purpose
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
More people understand who we are and what we do
All messages are linked, focussed, clear and consistent
More support, income and impact
Internally – everyone is driven by the same aim – they are
working for the cause, not their department or individual targets
More connections with target communities and audiences
Communications are audience focused and data driven
Charity Comms
RNLI: Sarah Marsh & Martin Wilson
Benefits
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
Theme: Innovation that lives onWe want people to:
Think: That the RNLI are ready to response immediately 24/7 with the latest equipment and training designed to get people home safely if they ever need us
Feel: Protected and assured that an expert, well equipped rescue team is ready to respond
Do: Support us, trust us, recognise our expertise, listen to our prevention messages and feel assured
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
The Brief & Insight‘Develop a family Christmas fundraising product for 30-40 and 65-74 year olds’
Capitalise on current trend for unique, personalised gifts
Build on the tradition of ‘Saving Christmas’ – best-selling RNLI Christmas card
Budget:£5,000 development costs(Ended up spending around £8k)
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
The ProductThe product will encompass a personalised story that depicts the child saving Christmas, through helping the RNLI lifeboat crew rescue Santa on Christmas Eve, when his sleigh breaks over the North Sea.
The product will be an investment / keep sake item for cherishing and sharing in years to come. The content of the book will be targeted at 5-8 year olds, to be read to the child, with the child, and for older children, alone by the child.
There could be a channel-link through to digital content (video, animation, activity sheets) providing more activities for over the festive season.
There is the opportunity to build the offering, with options including linked product, an animated eStory (sent by email) and a letter. There is also the potential to introduce personalised birthday cards and other personalised items for other times in the year.
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
The Big Christmas RescuePersonalised children's story book
Written by in house editor
Illustrated by Hannah Cumming –children's book illustrator
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
Entertain & EducateIdentify Key Messages:Crews are on call 24 /7; reinforce the reality that crew get shouts on Christmas Day/Eve
95% of RNLI people are volunteers
Build relevance - start the journey – provide ways to find out more & get involved
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
Raise FundsProduct cross sell-accidental!
What next? How can you get involved
100% profit goes toward saving lives at sea
On-going supporter journey, keep sending relevant content & product
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
PROwned channels
Earned channels
Personalised books sent to celebrities and bloggers
Strong local media push-using local crews as a hook
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
PR
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
PR
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Big Christmas Rescue Timetable of Media ActivityBookSales
OnlineViews
Print /Radio
OnlineCoverage
Tweets
Blogs
YouTubeVideo
Emma
YouTube Live event
Mumsnet Tweet
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
Video
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
Marketing Activity£55k marketing spend
Mix of RNLI channels; DM, membership communications, branches, community, social, email etc…
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
Results
Target KPI Actual KPI
Sales of 10,284 books 14,930
Target audiences (40-50 & 65-74 year old) 10.9% customers were aged 40-50 & 33.3% were aged 65-74
Potential reactivation tool-targeted relevant content
Potential acquisition tool
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
ChallengesSecuring celebrity support-no national media hook
Development requirements to support fulfilment
Targeting the right audiences-broad reach
Agility-year 1 of learning
RNLI: Sarah Marsh & Martin Wilson
Charity Comms
Future PlansExpand key messages-what else do we want people to know-Lifeguards, Flood Rescue, International
Cross-sell (on purpose!)
Product development
Expand our reach
Learn from these Supporters, what do they do next?
Content marketing: planning, creating and
distributing content that adds
value
Conference
16 April 2015
London
#CharityContent
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