Combat Stress provides clinical treatment and support for ex-service members and veterans suffering from mental health issues related to their military service. It launched the Enemy Within Appeal to raise £30 million to increase awareness of psychological injuries in veterans and encourage earlier treatment seeking. The appeal integrated fundraising, marketing, and communications, including a pro bono TV advert, newspaper ads, and outreach by an appeal chairman and board. On launch, it saw increased donations, website traffic, and recruitment of major donors, tripling fundraising since 2005.

1. Combat Stress
Robert Marsh
Director of Fundraising and Communications
supported by:
Jean Marray
Communications Manager
&
Stephen Clark
Press Officer

2. Combat Stress
• Combat Stress provides community outreach, welfare
support and clinical treatment for ex-Service men and
women who suffer from mental health problems,
including psychological trauma, which might be
attributable to or associated with their service in the
Armed Forces, Merchant Navy or allied forces.
• This Service is provided to Veterans regardless of War
Pension Status or whether the mental health problem is
associated with Service or not.
• Combat Stress is recognised as the specialist ex-Service
charity working in this field.

3. 11th March 2010
The launch of
The Enemy Within Appeal
Picture....

4. Outcomes of Launch
• Direct mail campaign (cold) – ROI
• Targeted media exposure
• Number of new donors (and Veterans!)
• Website visits – spike in visits
• Recruitment of major donors
• Fundraising up three-fold since 2005
• Cost

5. 2005
• actually, 2003
• Where were we in 2005 – 6.5 fulltime staff
• No PR agency
• No dedicated comms function – split roles
• Developed press accessibility
• Iraq Veteran moratorium
• Clunky, static website – no human element
• FR - £3.0m: media coverage not monitored

6. Building Blocks
• Relationships
“I wish all military charities were as media friendly as Combat
Stress....” Times journalist
• Intense and Reactive – early 2008
• Force multipliers

7. Telegraph knocks on OUR door
• Christmas Charity Appeal 2008
• ITV money makes us an offer
• Year ending March 2009 – EAV - £
• Year ending March 2009 – FR figures - £5.52m
• Veterans – an uplift in demand
• A new strategic focus

8. The Enemy Within Appeal
Three key aims:
• To raise £30m
• To increase awareness of Veterans suffering
from psychological injury
• To encourage Veterans to seek help much
earlier

9. How so integration?
• Fundraising
• Marketing
• Communications

10. Fundraising
• Recruited an Appeal Chairman (oh, and lead
donor)
• Recruited an Appeal Director
• Crafting of Appeal specific literature
• Recruited an Appeal Board
• Focus has been on building constituencies
• First cold DM for years

11. Marketing
• TV advert (the one you’ve seen) – pro bono
• Associated poster
• Associated newspaper/magazine adverts
• Veterans’ film
• Crafting of Appeal specific literature
• Website

12. Communications and PR
• Comms team still only 1.5 full time
• Hugely proactive and trusted outside PR
agency – fully integrated with home comms
team in run up to Appeal Launch
• Media partnership with the Daily Telegraph
Media Group
• Launch date – Big Bang!

13. Outcomes of Launch
• DM campaign (cold) – ROI
• Targeted media exposure
• Number of new donors (and Veterans!)
• Website visits – spike in visits
• Recruitment of major donors
• Fundraising up three-fold since 2005
• Cost

14. Action points
• Think longterm
• Start to integrate
• Know your product – sell with passion
• Thank with sincerity
• Get the right team
• Build relationships like mad – it’s hard work
• Find mentors and ask for advice – listen to it
• Ask for pro bono specialist support

15. Questions?