the poppy appeal
TRANSCRIPT
![Page 1: The Poppy Appeal](https://reader035.vdocuments.net/reader035/viewer/2022070518/58e9035d1a28abc7598b509f/html5/thumbnails/1.jpg)
A study.
The Poppy Appeal:
![Page 2: The Poppy Appeal](https://reader035.vdocuments.net/reader035/viewer/2022070518/58e9035d1a28abc7598b509f/html5/thumbnails/2.jpg)
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.
![Page 3: The Poppy Appeal](https://reader035.vdocuments.net/reader035/viewer/2022070518/58e9035d1a28abc7598b509f/html5/thumbnails/3.jpg)
It gets all sorts of media exposure...
(£free)
(£loads)
![Page 4: The Poppy Appeal](https://reader035.vdocuments.net/reader035/viewer/2022070518/58e9035d1a28abc7598b509f/html5/thumbnails/4.jpg)
And if you think about it...
...it’s the only product placement the BBC allows.
![Page 5: The Poppy Appeal](https://reader035.vdocuments.net/reader035/viewer/2022070518/58e9035d1a28abc7598b509f/html5/thumbnails/5.jpg)
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.
![Page 6: The Poppy Appeal](https://reader035.vdocuments.net/reader035/viewer/2022070518/58e9035d1a28abc7598b509f/html5/thumbnails/6.jpg)
The story’s still told in all sorts of formats:
-films-books
-poetry
It has a deep, affecting story
![Page 7: The Poppy Appeal](https://reader035.vdocuments.net/reader035/viewer/2022070518/58e9035d1a28abc7598b509f/html5/thumbnails/7.jpg)
...it’s even pretty cool.
Showing support is a public gesture...
![Page 8: The Poppy Appeal](https://reader035.vdocuments.net/reader035/viewer/2022070518/58e9035d1a28abc7598b509f/html5/thumbnails/8.jpg)
A very easy involvement mechanic
No phone calls.No data capture.Pound, poppy, pin.
![Page 9: The Poppy Appeal](https://reader035.vdocuments.net/reader035/viewer/2022070518/58e9035d1a28abc7598b509f/html5/thumbnails/9.jpg)
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.
![Page 10: The Poppy Appeal](https://reader035.vdocuments.net/reader035/viewer/2022070518/58e9035d1a28abc7598b509f/html5/thumbnails/10.jpg)
Celebrity endorsement:
(who wouldn’t want to get involved?)
![Page 11: The Poppy Appeal](https://reader035.vdocuments.net/reader035/viewer/2022070518/58e9035d1a28abc7598b509f/html5/thumbnails/11.jpg)
And, they’ve kept it current.
![Page 12: The Poppy Appeal](https://reader035.vdocuments.net/reader035/viewer/2022070518/58e9035d1a28abc7598b509f/html5/thumbnails/12.jpg)
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.
![Page 13: The Poppy Appeal](https://reader035.vdocuments.net/reader035/viewer/2022070518/58e9035d1a28abc7598b509f/html5/thumbnails/13.jpg)
Photo Credits• “The Poppy” – discostu• “Brian Irvine” – SPAMedia• Poppy on Pitch – Daily Mail• Question Time – BBC Images• “Vimy Crosses” – surrealplaces• “Livestrong” – domwrap• Bucket – SourcingPlanet• “Lest we forget amidst all this consumerism” – Mags_cat• Emma and poppy - Ruth Mortimer, Marketing Week• “Family” – The Gate Worldwide
planningplusone.blogspot.com