Dean Benton, Director of Marketing and Communications, RAF Benevolent Fund Ann-Mari Freebairn, Head of Communications, RAF Benevolent Fund Insights and lessons from the RAF Benevolent Fund’s ‘1940Chronicle’ social media campaign: • Learn how the charity is using social media to move beyond the stuffy image associated with many established military charities and helping to re-position itself as a modern Service charity. • Learn how the charity’s social media activity is attracting a new and younger generation of supporters as well as increasing online donations. • Discover the benefits of integrating your on and off-line PR activity to create greater impact and expand the reach of your campaign.

5. Ann-Mari Freebairn – Head of CommunicationsMichael Laffan – Online Communications Manager

7. “Ultimately, users visit your website for its content. Everything else is just the backdrop.” JakobNeilsen - useit.com

8. @1940Alex @1940Frank @1940George @1940Jane @1940Mary

11. Involving celebrities

13. Supporter engagement Re-visit 1940Chronicle website Subscribe through RSS feeds Social media engagement Visit RAFBF main site Sign up for e-newsletter DONATE!

14. Outputs 83,551 overall visits 57,307 unique visitors 26,382 repeat visitors to campaign site 2,481 Chronicle followers on Twitter 1,623 fans on Facebook 1,457 Twibbon downloads

15. Using online influencers 30 – 40 friendly bloggers wrote posts on Day of Action 100 highly engaged people produced 31 to 145 pieces of campaign related content each 48,085 mentions across social networks Tweet reach of 320,000 via 200 tweets

16. Visitors to 1940 Chronicle

17. Audiences Facebook insights showed that we successfully engaged with younger supporters

18. Outcomes Increased traffic to main RAFBF website by 100% Themed e-newsletter – 50%+ open-rate RAFBF Facebook fans increased by 2,000+ RAFBF Twitter following grew from 25 to 1,200

19. Other outcomes 77 pieces of media coverage with 8 million Opportunities To See Change in positioning reflected in posts, online conversations and off-line coverage Website will be used as an online teaching resource Website has become part of British Library archive of UK documentary heritage

20. Online donations Online donations trebled compared to the same 4-month period in 2009

22. The future’s bright ... Investment and buy-in Future web strategy Sustainability Building on relationships with online influencers More integration of on- and off-line PR Online donations