Save the Children has grown its annual restricted capital appeal into a phenomenally successful integrated campaign - No Child Born to Die. The team behind this landmark campaign will share how they were able to break even on cold DM, integrate legacy asks and double high-value income as well as add new channels. Take away useful tips on how you can make tactical asks strategic - optimising opportunities to leverage response and grow income.

1. How to grow your appeal
The growth of the Save the Children’s
annual restricted appeal

2. Covering in this session
• How it all started
• Growth over the last three years
• What have we learnt?
• Where next?
• Top tips to take away

3. How it all started

4. N.B. not the traditional major donor model for
a capital appeal...
• Individual giving appeals
calendar
Individual giving appeals calendar
• Adding a new new proposition
Adding a proposition
Feasibility study
• Offering option to give to give to
Goal settingOffering option to restricted finds
Demonstrating tangible impact
restricted funds
Creating sense of ownership
Donor identification by constituency
• Demonstrating tangible
Project and campaign calendar
impact
• Creating sense of
ownership

5. Started in 2009
• Best performing appeal in
the programme
• 2010 saw opportunity for
growth – started planning

6. Brand context

7. Changing Perspective
• New data driven objectives
– Identified key audience segments
– Objectives in addition to net income
– Longer term view on success
– Closer working with our data analysts
– Feeding into supporter journey planning

8. Growth over the last three years

9. Audience growth throughout the years
2009 2010 2011 2012
Warm supporters Warm supporters Warm supporters Warm supporters
Prospects Prospects
HV donors HV donors
Cold DM Cold DM
Legacy ask Legacy ask
integration (ask in integration
thank you) Cold other
Major donors
Community
PR & Celebrities
Digital

10. Income growth
£800,000.00
£700,000.00
£600,000.00
£500,000.00
£400,000.00
£300,000.00
£200,000.00
£100,000.00
£0.00
2009 2010 2011 2012
Gross income

11. Testing our way in 2010 – Tanzania Appeal
• Selected a wider range of people from the warm file
to mail
• Testing ask prompts
• Testing high value pack (to middle donors)
• Role of engagement
• First online appeal
• Development of the journey

12. 2010 – Tanzania Appeal

13. 2010 – Tanzania Appeal HV

14. Journey development
2010 – first development of the feedback journey
Main objectives – to surprise and delight supporters, to
reinforce decision and to ‘warm up’ to the next capital appeal
• Online • Offline
– Email Appeal – Solus updates
– Email data capture (postcards)
incentive through DM – Newsletter feedback
appeal
– Email updates from the
field

15. Feedback / engagement journey
Best completed brick
engagement (2012)
Build update
in Children
Now (Winter
2011)
‘WOW’
postcard

16. Feedback / engagement journey
Clinic built
and lives saved
in Children
Now

17. Feedback / engagement journey
Build update
in Children
Now

18. Email feedback / engagement journey
Email Thank
Email Ask You
Open for
business – first
babies
delivered

19. 2010 Tanzania Appeal learning
• Drove an increase in income of almost £40k through better
targeting and prompting
• Message engagement helps to drive those usually less
responsive segments to give, those multi givers who wrote a
card gave a higher average gift
• Small proportion of income was from online – but it showed
potential for future growth
• Introduction of the ‘feedback journey’ had a good impact on
email address penetration
• Prioritise how to increase the performance of those less
responsive segments through testing tactics.

20. 2011 South Sudan Appeal
• Drive net income, but also look to improve the
responsiveness of those less responsive segments
• Introduction of the high value audience
• Introduction of the legacy ask integration to the
campaign
• Test low value £5 buy a brick tactic to less
responsive segments
• Test in direct mail acquisition
• Introduction of a reminder appeal

21. 2011 South Sudan Appeal
Warm
supporter
appeal

22. 2011 South Sudan Appeal Low Value
Low value &
acquisition
pack

23. 2011 South Sudan Appeal High Value
HV donor
pack

24. 2011 South Sudan Appeal online
Donation
landing pages
Email Appeals

25. 2011 South Sudan Appeal Learning
• Campaign raised approximately £500,000 – the best campaign
performance in years
• Reminder appeal had a big impact on the success
• HV donors contributed £46,800 additional income to the
appeal
• Low value prompting did increase the responsiveness, but did
have an impact on the overall income.
• Direct mail acquisition was a huge success achieving a 4.26%
response rate
• Legacy ask in thank you outperformed any of the other legacy
activity throughout the year

26. 2012 Bangladesh Appeal
Marketing Campaigning Trust,
partnerships Major & HV
Corporate PR &
Celebrities
Individual Giving Community
& Legacy (Save the
Digital Hub
Children Week)

27. Individual Giving
Acquiring Supporters Existing Supporters
Radio
SMS ask across a range of
stations
DRTV
Testing across existing Mail appeal and
stations reminder
Email segments
Outdoor
Testing trains and buses
SMS
Digital
Banners
Press ads and Supporter journeys
Inserts (low for responders
Cold Mail volume testing) online and offline
Including
Baby Nirob, 10 weeks old suffering from
campaigning and
severe diarrhoea and wheezing with every breath
legacy asks
Shopping centres Thank you to cold Roll out of £5 buys
Face to face ask, £5 SMS respondents a brick
to buy a brick Campaigning ask engagement

28. Virtual Clinic
2) Quick Donate
3) Browse and shop for
items
4) Items over £250 - option
to set up a Just Giving
page

29. Crowdfunding

30. virtual clinic wall of fame
Can be anonymous too
Corporate donations
Photos link to face
book

31. community giving
pilots – new audiences Existing Supporters
Curry Life
Magazine targeting restaurant
trade Branch Activity
a) Run a curry night b) Put £1 on Tea Parties, Coffee Mornings,
the bill c) donate tips for a week Frog Races!
Collections and
House to House
Nursery Challenge
Sponsorship for nursery
children to dress up as what
they want to be
Baking –
Cakes!
Retail
AMYA Challenge Raffles, Collections,
Asian youth group bucket collections
Tombola

32. Corporate partners
6 Collections e.g. Communication to
Birmingham Bull Ring supporters, banners on their
website, in match
programme 5th May
Gifts in kind to the clinics
e.g. condoms, cleaning
products
Match funding for blogging
Funding for 1 clinic build! Collections in 3 Stores

33. Trusts, Major & High value
Trusts High Value Major Donors

34. 2012 summary results to date
Objective Status Status
Raise minimum £500,000 £760,000 pledged
(stretch target £1 million) (at 26th June)
Recruit new financial donors – both cash and Circa 9000 donations to date (text, mail,
committed online)
Thank you legacy cross sell measured by response Beaten target response rate. With a mix of
rates ‘have included’ & ‘are considering’ a gift in
their will
Engage business partners in fundraising Corporate partners actively engaged
Recruit new campaigners Ask is within the supporter journey
Recruit new collectors Hit low target, although not high value
Engage new Trusts and new high level major 1 Major Donor given / Trusts TBC
donors
Mobilise 1 major marketing/media Partner In process of securing for 2013
Reinforce health worker or nutrition messaging Messaging fully integrated

35. Campaign highlights
Volunteer Supporter
trip PR engagement
Blogger
Conference
I made a donation,
I lived in the next
village to where
Nirob lives, so this
I just made a
appeal really
donation after seeing
touched my heart.
the excellent report
from Myleene Klass
on the ITV news.
Supporter
Celebrity PR Feedback
I want to be
Outdoor Est. reach 10,500,000
results
Venue House to house
collections income was up 50%
[owing to] higher
I saw the profile and having a
picture of Nirob specific theme with
on the a pamphlet to give
Radio envelope, I fell out.
Legacy Face to face results in love with
Pledges him.

36. Room for improvement
Campaigning integration
AMYA Challenge
Press ads
DRTV

37. What have we learnt?

38. What have we learn?
• We can drive an integrated organisational fundraising appeal!
• It really can be used to engage different audiences
• Planning needs to commence earlier – 7 months is not
enough for e.g. corporate to get on board
• Gathering content can be expensive
• Although a staggered launch the campaign felt integrated
across all types of story and engagement
• Digital needs a BIG one day burst to have stand out

39. What have we learnt?
• Country and perceived need can influence
engagement
• Visual and target and deadline are important
• An enemy
• Need led images
• Strong project management is required – to help
build integration cross team. One person/team
owning the project from within the lead fundraising
team

40. Where next?

41. Where next?
• Full review of the campaign:
– What worked what didn’t
– Stop
– Room for improvement
– Ingredients for success – roll out
• Start planning for next year (already underway)
– Project selection
– Content gathering
– Concept development

42. Top tips to take away

43. What to consider for an integrated capital
appeal
• Objectives and KPIs agreed at outset
• Structure and process/project management
• Resources
• Budgeting & objective setting – what does success look like?
• Content gathering - before, during and after
• Contingency planning
• The right partners - internal and external
• Test your way in
• Start early - rolling planning

44. How to assess whether it’s right for you?
• Can you restrict funds to a particular project?
• Opportunity cost? Restricted versus unrestricted
• Do you have the ability to emotionally engage
someone with your cause?
• Can you create a supporter experience?
• Do you have the organisation behind your
ambitions?
• Can you demonstrate the impact of the appeal to
your decision makers?

45. Thank you
Any questions?