This is a summary of a session from Raw London's Relay event, 'Grow Your Giving: How cutting-edge creative is driving fundraising in 2020', which took place on Thursday 12 March 2020. Speaker: Rob Stephens, CEO, JAA Media

1. Grow Your Giving: How cutting-edge
creative is driving fundraising in 2020.
Rob Stephens, CEO, JAA Media
Effective Charity Fundraising TV Creative:
Observations From A Media Agency Perspective
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#Relay #GrowYourGiving

2. Effective Charity TV Creative Work
Observations From A Media Agency Perspective

3. Current industry ‘mood music’
“the future is more about community building
and engagement than broadcast advertising”
Paul de Gregorio, Rally

4. “the future is more about community building and engagement than
broadcast advertising”
Maybe so. But broadcast advertising should
surely play a part

5. TV: “still crazily effective
after all these years”
• it’s in strong Charity demand growth - still
• it can & does work brilliantly for donor recruitment - still
• nothing else matches its efficiency at scale – still

6. TV: “still crazily effective
after all these years”
BUT
• less ‘forgiving’ than it used to be (saturation, migration of
young audiences to digital platforms)
• more critical than ever to get all the key elements right

7. The fount of our
knowledge:
charity TV we’ve
worked on

8. 10 years….
2010 - 2019

9. 48 charities….
2010 - 2019

10. 102 FR programmes…
2010 - 2019

11. £222m spend
2010 - 2019

12. Disasters and
Emergencies a good
start point
….why?....

13. Disasters and Emergencies
▪ generate best in class ROI
▪ illustrate the basic drivers of
effectiveness

14. awareness empathy urgency
realisation of
need (and
scale)
emotional
response: I
want to help
action: I need
to help NOW
The drivers

15. accessible
engagement
payment
choice UX
I can respond
in the way I
want to…and
its easy
I can pay the
way I want
to….and its
easy
User journey is
consistent with
the advert I saw
The facilitators

16. But are these drivers /
facilitators available to every
charity?

17. YES!
(but not in the same combination and
not necessarily to the same degree)

18. successful TV creatives
optimise the charity’s
position against each of
these criteria….

19. or navigate around them….

20. Awareness
• awareness and understanding of the cause and the
charity not always available
• can be overcome if the TV creative explains the
need and the solution with simplicity and immediacy
• the Donkey Sanctuary had virtually zero awareness
but a series of powerful DRTV ads have delivered
best in class ROI

21. Empathy
The best ads – like this Plan UK 2017 commercial -
powerfully engage the viewer via the illusion of direct
eye contact with an individual person or animal
https://www.youtube.com/watch?v=oBOlpHQ9d5s

22. Urgency
Where none (in reality) exists should be
implied or ‘artificially created’

23. Accessible engagement
offer all the response channels
follow the money
adapt the strategy

24. Payment choices
Offer all the channels
test new payment technologies
follow the money
adapt the strategy

25. User experience
User journey determines success
good response but poor conversion = failure
good conversion but poor retention = failure
call centre expertise & stewardship important but
Online experience especially critical……

26. Website critical – why?
Profile of
engagements
by response
channel
4%
6%
90%
Source – JAA benchmarking, all RG recruitment programmes 2019

27. Website critical – why?
conversion
by
response
channel
82%
31%
4%
Source – JAA benchmarking, all RG recruitment programmes 2019

28. Online conversion
biggest variance we see between similar
charities is often online conversion
performance
surprising as an improvement in online
conversion from 3% to 5% = 23% more
donors overall

29. Online Journey
basic mechanics often neglected:
‘frictionlessness’, clear pathway to desired
outcome
online journey should be a continuation of the
experience that started with the TV ad
but so often isn’t

30. What about digital video?

31. Successful digital video
In our experience digital video success is driven
by the same underlying factors as TV
but executed differently because digital is
consumed very differently

32. Digital: different consumption
• 80% of Facebook users ONLY access via mobile
(Statista 2020)
• sound off
• frequent, fast paced, habitual

33. Digital execution
Primary need is to immediately intrigue:
47% of value delivered in the first three
seconds
(Facebook / Nielsen study)

34. Successful digital video
• Immediately engaging image
• optimised for a mobile phone screen
• focused on the need
• text overlays
• seasonal / topical if possible (urgency)

35. and finally….
best programmes consistently follow the
classic DM disciplines of “test, learn, and
refine”
Applied not just to the creative & media but
every aspect of the programme from call
centre script through to web landing page

37. Across 2010-2019 JAA handled TV fundraising programmes for 48 charities large and small

38. disasters and
emergencies
brand awareness and
engagement
cash appeals
legacy
lottery
mass participation
events
premium-sms
single stage regular
giving
regular giving by
mobile
adoption and
sponsorship
value exchange
lead gen / prospecting
102 individual programmes across every major FR product category

39. The Donkey Sanctuary: Indar

40. About Relay
Relay refers to our series of events run
exclusively for senior marketers, social
media managers and content producers in
the third sector.
The aim is to help charities get the best
possible results from their content by
encouraging peers to pass on their
experiences and insight.
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41. You’re in great company!
Since launching these free quarterly events 3
years ago, we have welcomed over 40
speakers from both large and small charities,
and have received consistently excellent
feedback from more than 500 attendees.
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42. About Raw London
We are a strategic and creative agency.
Since 2006, we’ve been delivering integrated
campaigns which challenge perceptions, inspire
action and drive change for good.
Our focus is on outcomes.
Using deep insight and world-class creative we
cut through the clutter, the fake news and the
fatigue, mobilising people to get involved and
make a tangible difference.
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43. As a certified B-corporation,
we’re proud to have
partnered with hundreds of
brands using business as a
force for good.
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44. The Drum Social Purpose Awards
BEST VIDEO CAMPAIGN
2016 - 2019
Cannes Corporate Media & TV Awards
FUNDRAISING, CSR & NOT-FOR-PROFIT
2016 - 2018
Platinum Winner of Winners, EVCOM Screen Awards
Gold Best Video Campaign, The Drum Social Purpose Awards
Gold Best Video as Part of a Content Marketing Program, Content Marketing Awards
Gold Fundraising, CSR and not for profit, Cannes Corporate Media & TV Awards
Gold Best Creative Content Idea Using Video, The Drum Content Awards
Gold Internet Video (Short form) - Branded Entertainment, Lovie Awards
Gold Best Creative Campaign, Creative Shootout
Gold Marketing Campaign of the Year, Third Sector Awards
Gold CSR Project of the Year, Charity Times Awards
Gold Brand Communication, EVCOM Clarion Awards
Gold Best Social Media Campaign, The Drum Major Players
Gold Social Welfare, EVCOM Clarion Awards
Gold Best Video, The Drum Marketing Can Change the World Awards
Gold Innovation, EVCOM Clarion Awards
Gold Health and Wellbeing, EVCOM Clarion Awards
Gold Best example of collaboration with an external agency, In-house Design Awards
Gold Environment, EVCOM Clarion Awards
Gold Cinematography, EVCOM Film Awards
Gold Best Campaign, Pride Brand Makeover
Gold Brand Communication, EVCOM Clarion Awards
Gold Best Video Campaign, The Drum Social Purpose Awards
Gold Award for Excellence in Charity or Not-for-Profit, EVCOM Industry Awards
Gold Health and well-being (Screen), EVCOM Clarion Awards
Gold Clarion Film of the Year, EVCOM Industry Awards
Gold Partnership of the Year, NE Youth Projects with Pride
Gold Videos off & online - not for profit, SUMMIT Creative Awards
Gold Best Film (£100k-£500k t/o), Charity Film Awards
Gold Internet video - Branded Entertainment Short, The Lovie People's Choice Awards
Gold Charity & Not For Profit, EVCOM Screen Awards
Gold Best Video, The Drum Marketing Can Change the World Awards
Gold Most Effective Use of Video Content in Digital Campaigns, EVCOM Industry Awards
Gold Best LGBTQ+ Creative. Outvertising Awards
Gold
The proof
To date, our clients have won over 50 international awards; but
really we’re just getting started.
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45. Raw London is a multi-award winning strategic and
creative agency.
Are you ready to make a change?
Speak to our team
raw.london
hello@raw.london
+44 (0)20 7831 6060
Your core team
Ryan Wilkins
Founder & CEO
ryan@raw.london
020 7269 9261
fiona@raw.london
020 7269 9263
Fiona Koch
Account Planner &
Director
Ed Hardy
Creative Lead
Amber Parsons
Creative Director
Don Mike
Content Strategist
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Content Producer
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Director of
Photography
Tom Fuller
Art Director
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Marketing Director
Lexi Kiddo
Creative Producer
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