innovation at save the children
DESCRIPTION
Gemma Sherrington, Save the Children Innovations and trends in communications, brand and fundraising conference www.charitycomms.org.uk/eventsTRANSCRIPT
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Innovations and trends in communications, brand and fundraisingConference
30 January, 2013
London #CCinnovations
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Gemma SherringtonCommunity Giving Director
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INNOVATION AT SAVE THE CHILDREN
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Drivers for Innovation
Busy channelsCrowded marketing environment
Audience insight New audiences
Product gap
Multiple benefits
Cross-org priorities
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Aims OF CHRISTMAS JUMPER DAY
1. Raise money 2. Raise awareness
3. Engage new supporters
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THE Campaign
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DELIVERED CROSS-ORGANISATIONALLY
Community Giving
Media
Production
Brand
Digital
Partnerships
Individual Giving
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CHRISTMAS JUMPER DAY: FRIDAY 14 DECEMBER
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CHRISTMAS JUMPER DAY: FRIDAY 14 DECEMBER
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CHRISTMAS JUMPER DAY: FRIDAY 14 DECEMBER
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RESULTS
Trending organically on Twitter on the day
Largest number of hits to our website in a single day
Almost 500 articles published across a range of media outlets
£Exceeded income and participation target
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KEY LEARNING
Keep learning, analysing and innovating throughout a campaign
Explore trend and audience driven strategic innovation
Invest for the long-term as well as short-term
Seek cross-organisational support to support innovations
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THANK YOU