Stroke Helpline 0303 3033 300

stroke.org.uk

Extending your

reach on a limited

budget Patrick Olszowski

Stroke Association

Patrick.olszowski@stroke.org.uk

Emma Nye

Stroke Association

Emma.nye@stroke.org.uk

Stroke Helpline 0303 3033 300

stroke.org.uk

• Why we needed an email network

• Where we started from and where we‟ve got

• How the email network works

• Giving stroke survivors a platform

• Showing impact

• Growing activism

• Market

• Top quality imagery

• Testing

• Discussion

Today!

Stroke Helpline 0303 3033 300

stroke.org.uk

• Stroke can be prevented but still happens

• Too many survivors struggle after stroke

(emotionally, financially as well as with health)

• More and more decisions are local

• We want to stop stroke & ensure right to recover

• Big challenge + small team = need

reinforcements

Why we needed an email network

Stroke Helpline 0303 3033 300

stroke.org.uk

• 800 people receive printed newsletter

• Number had been relatively static

• Printed campaigners‟ pack

• Slow to respond to new subscribers

• Not attuned to news agenda

• How to change culture and working

practices has been biggest challenge

Where we started from (pre May 2012)

Stroke Helpline 0303 3033 300

stroke.org.uk

Where we’ve got so far (July 2013)

• Over 6000 now on email

• Open rate is 37% on average (not-for-profit average of 16% - http://bit.ly/Qaal8l)

• Open-to-action rate is 23%

(not-for-profit advocacy emails 4.2% - http://bit.ly/1b9CB4B)

• Growing interest from organisation

Stroke Helpline 0303 3033 300

stroke.org.uk

• Dotmailer and ThankQ

• Can sign up at www.stroke.org.uk

• We are open about why we want data

• Postcode is the key field along with email

– note we don‟t ask for full address

• New language - in line with our new

brand

How the email network works

Stroke Helpline 0303 3033 300

stroke.org.uk

Giving stroke survivors a platform

• What matters to you?

• What helped you recover?

• Personal stories in each

• We create dynamic

content by region and

nation

• Lack some postcodes – so

work underway to get

these

Stroke Helpline 0303 3033 300

stroke.org.uk

Showing impact of action

Real world change Raising awareness through 900 people forwarding and helping people like Sarah

Stroke Helpline 0303 3033 300

stroke.org.uk

• One call to action in every email – 1st story

• Email goes out every two weeks (based

on asking recipients)

• Overhauled the emails so instead of one

thing we cover information on what they

want to know – benefit changes, health

reforms and prevention advice

Growing activism is top goal

Stroke Helpline 0303 3033 300

stroke.org.uk

How we market the network

• “Receive our newsletter” prominent across website

• Plan to convert Campaigners‟ to Supporters‟

newsletter

• Printed sign up forms and postcards (on your seats –

please join us!)

• Survey of 3717 survivors & carers = few hundred joins

• Link with stroke clubs and groups

• We encourage network to „friendraise‟

• Posters up in Dr‟s waiting rooms + QR code

• Facebook and Twitter

Stroke Helpline 0303 3033 300

stroke.org.uk

Quality pictures, many uses

Report

Campaigners’ network

Guardian Social Care Network (picture

gallery)

Stroke Helpline 0303 3033 300

stroke.org.uk

Testing is a crucial part

A/B testing:

• 3 ways to tell people about stroke support vs. Tell all

affected by stroke they‟re not alone

• Here‟s what stroke survivors said vs. Are you feeling

overwhelmed?

• Stroke stories vs. The FAST story

Benchmarking against other charities and learning from them

Stroke Helpline 0303 3033 300

stroke.org.uk

Discussion