how can communications and fundraising departments work together to create strong, cost-effective...
DESCRIPTION
Robert Marsh, Combat Stress www.charitycomms.org.uk/eventsTRANSCRIPT
![Page 1: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/1.jpg)
Combat Stress
Robert MarshDirector of Fundraising and Communications
supported by:Jean Marray
Communications Manager&
Stephen ClarkPress Officer
![Page 2: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/2.jpg)
Combat Stress
• Combat Stress provides community outreach, welfaresupport and clinical treatment for ex-Service men andwomen who suffer from mental health problems,including psychological trauma, which might beattributable to or associated with their service in theArmed Forces, Merchant Navy or allied forces.
• This Service is provided to Veterans regardless of WarPension Status or whether the mental health problem isassociated with Service or not.
• Combat Stress is recognised as the specialist ex-Servicecharity working in this field.
![Page 3: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/3.jpg)
11th March 2010
The launch of
The Enemy Within Appeal
Picture....
![Page 4: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/4.jpg)
Outcomes of Launch
• Direct mail campaign (cold) – ROI
• Targeted media exposure
• Number of new donors (and Veterans!)
• Website visits – spike in visits
• Recruitment of major donors
• Fundraising up three-fold since 2005
• Cost
![Page 5: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/5.jpg)
2005
• actually, 2003
• Where were we in 2005 – 6.5 fulltime staff
• No PR agency
• No dedicated comms function – split roles
• Developed press accessibility
• Iraq Veteran moratorium
• Clunky, static website – no human element
• FR - £3.0m: media coverage not monitored
![Page 6: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/6.jpg)
Building Blocks
• Relationships“I wish all military charities were as media friendly as Combat
Stress....” Times journalist
• Intense and Reactive – early 2008
• Force multipliers
![Page 7: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/7.jpg)
Telegraph knocks on OUR door
• Christmas Charity Appeal 2008
• ITV money makes us an offer
• Year ending March 2009 – EAV - £
• Year ending March 2009 – FR figures - £5.52m
• Veterans – an uplift in demand
• A new strategic focus
![Page 8: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/8.jpg)
The Enemy Within Appeal
Three key aims:
• To raise £30m
• To increase awareness of Veterans suffering from psychological injury
• To encourage Veterans to seek help much earlier
![Page 9: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/9.jpg)
How so integration?
• Fundraising
• Marketing
• Communications
![Page 10: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/10.jpg)
Fundraising
• Recruited an Appeal Chairman (oh, and lead donor)
• Recruited an Appeal Director
• Crafting of Appeal specific literature
• Recruited an Appeal Board
• Focus has been on building constituencies
• First cold DM for years
![Page 11: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/11.jpg)
Marketing
• TV advert (the one you’ve seen) – pro bono
• Associated poster
• Associated newspaper/magazine adverts
• Veterans’ film
• Crafting of Appeal specific literature
• Website
![Page 12: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/12.jpg)
Communications and PR
• Comms team still only 1.5 full time
• Hugely proactive and trusted outside PR agency – fully integrated with home comms team in run up to Appeal Launch
• Media partnership with the Daily Telegraph Media Group
• Launch date – Big Bang!
![Page 13: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/13.jpg)
Outcomes of Launch
• DM campaign (cold) – ROI
• Targeted media exposure
• Number of new donors (and Veterans!)
• Website visits – spike in visits
• Recruitment of major donors
• Fundraising up three-fold since 2005
• Cost
![Page 14: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/14.jpg)
Action points
• Think longterm
• Start to integrate
• Know your product – sell with passion
• Thank with sincerity
• Get the right team
• Build relationships like mad – it’s hard work
• Find mentors and ask for advice – listen to it
• Ask for pro bono specialist support
![Page 15: How can communications and fundraising departments work together to create strong, cost-effective marketing materials?](https://reader033.vdocuments.net/reader033/viewer/2022052621/5584bcd5d8b42a96768b4ed4/html5/thumbnails/15.jpg)
Questions?