Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark's presentation
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It’s no secret: brand managers and fundraisers often struggle to work together. At best the two experience tensions, at worst the two functions can fight like cats and dogs, with the supporter lost amongst it all. We know frustrated fundraisers who try to deliver effective appeals and campaigns but get held back by inflexible brands that have little consideration for fundraising audiences and techniques. We also know many brand managers battling daily to get their fundraising colleagues to understand the importance of a consistent brand and communications to help connect audiences with their cause. Both want the same thing but how can the two work in harmony? This event helped fundraisers and communications/ brand managers work together to create a charity brand that will deliver the ultimate supporter experience.
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Good Bites...on brand and fundraising 21_10_2011: Dan Dufour and Debbie Clark's presentation
- 1. Brand and Fundraising – The perfect mix Insert Boxing illustration from Margit Brand and Fundraising: The perfect mix
- 3. Who are we? Debbie Clark , Planner Dan Dufour , Head of Brand
- 5. Brand Vs. Fundraising Brand Fundraising Brand first Fundraising after The best solution : Integrated Brand & Fundraising
- 9. What do we mean by brand?
- 10. Photography & Illustration Typography Colours Logo Tone of Voice Positioning Statement Strapline Name Vision Your ultimate goal Mission How you’ll achieve your vision Values The qualities that make you unique Verbal identity Visual identity
- 11. Vision , Mission & Values (Linked to the Corporate Strategy ) Visual and Verbal Identity Communications, Environments, Products/Services, Behaviour HR Policy Comms Campaigns Fundraising “ Case for support ” Services How do you use your brand?
- 12. Vision: They do these things: Research – we support the work of over 4,000 scientists, doctors and nurses across the UK to investigate all aspects of cancer. Information – we work to prevent cancer and help people cope with its effects by providing information for cancer patients and their families, health professionals and the general public. Influencing public policy – we campaign to keep cancer at the top of the health agenda.
- 13. Vision: Fundraising: “… help save even more lives..” “… help raise money and beat cancer..”
- 14. The tensions And how to overcome them
- 15. Round 1: Brand Truth
- 16. Round 1: Brand Truth
- 20. Building a focused communications narrative to provide a structure for aligning activities Survive past Five Campaign /Fundraising Narrative (what signing up is for; giving money will achieve ) Community/ Events Appeals Emergency Issue Campaigns Born to Shine
- 21. Round 1: The solution
- 22. Round 2: Positive Vs. Need
- 24. Round 2: Positive Vs. Need What makes people give? or or
- 25. Round 2: Solutions You can show both sides of the story!
- 26. Round 2: Solutions You can show both sides of the story!
- 27. Round 3: Brand doesn’t encourage fundraising
- 28. Round 3: Does the brand encourage fundraising?
- 29. Round 3: Does the brand encourage fundraising? Even on the donate page this organisation is still talking in a very policy driven way
- 33. Round 4: Consistency vs. flexibility
- 34. Round 4: Consistency Vs. Flexibility
- 36. Your Challenge
- 38. Services Fundraising Campaigns Round 4: Consistency Vs. Flexibility
- 39. Insert Macmillan DM here Round 4: Consistency Vs. Flexibility
- 40. Round 4: Consistency Vs. Flexibility 1. Make it easily readable for your audience Font size Colour Layout Technique
- 41. Round 4: Consistency Vs. Flexibility 2. Home-Spun creative
- 48. Round 5: Brand doesn’t target your fundraising audiences
- 49. Round 5: Does the brand target your donor? Your brand will have to target many different audiences
- 53. Competitor insight – populist
- 54. Brand and Fundraising – The perfect mix Insert Boxing illustration from Margit Brand and Fundraising: Summary
- 56. Top Tips to take away
- 57. Questions
Notas del editor
- Fundraising needs brand to build awareness and recognition – there do need to be rules Brand needs fundraising to raise donations because without them there wouldn’t be a brand or a budget to promote it Your brand should inspire fundraising and donations
- Brand Truth Awareness vs knowing what you do: Does it matter? How much should you try to correct it as part of your campaigns? NSPCC: Full Stop but don’t understand what they do Shelter: Homeless or housing? RSPB: Birds or Nature? Mind: Cat pack Centrepoint – room
- Demonstrating impacts – before and after Desire is the brand to be visionary and positive which do not work for fundraising MUST be able to tell the negative story – in images as well as messaging CPRE Plan (PAUL) Positive and empowering
- Have to tell both sides of the story to engage donors – not one or the other Need flexibility Tips for working with your brand team Making sure fundraising communications explore BOTH – telling the full picture The donors role is making the positive happen Find DM pack that tells the story well
- Policy and campaigns are often closer to the brand voice and doesn’t always work in fundraisings favour. RNID/Diabetes UK: Preventative agendas Asthma UK UNICEF Shelter The language doesn’t connect
- Policy and campaigns are often closer to the brand voice and doesn’t always work in fundraisings favour. RNID/Diabetes UK: Preventative agendas Asthma UK UNICEF Shelter The language doesn’t connect
- Methodology/process of brand refresh – building fundraising into this Greenpeace – how they do it successfully (MATTHEW) Rainbow Warrior Active voice Very specific in terms of audience
- Consistence vs flexibility Use of DM techniques aren't allowed in brand guidelines Use of different emotions Use of images Language Whose tone of voice Centerpoint
- Making it look too over designed can sometimes have the opposite effect Feel and look like a one to one letter
- Where do they sit within the organisations/brands priority? Asthma UK – not seen as a priority for brand messaging – often focus on service provision who do not convert to supporters TCT – doesn’t feel youth
- Important: in this older group, support for the military is more than twice as likely to be within the social group ‘A’, but (as we’ll see), as you get younger, the social groups broaden out so support for military includes groups B & C.
- How Help for Heroes became a £100m phenomenon A young charity, launched in 2007 Founded in 2007 by Bryn and Emma Parry Tri Service. Navy, Army, Air Force The original idea was a bike ride – became a national phenomenon – raising £89 million in three years Practical, direct support for our wounded. Anyone who serves in time of war is a hero Money goes directly to cause. Sale of merchandise covers running costs Simple, passionate engaging and direct in every day language: “It’s about Derek a rugby player that has lost his legs. They are just blokes but our heroes” Focus on tangibles like Tedworth House Royal and celebrity support Social media. Facebook and twitter Appeals to new money. People who have not previously donated to a charity Much, much more populist in approach
- Workshop bit to take 10 minutes to discuss how to overcome some of the problems you face. IF WE HAVE TIME!