Matthew Sherrington delivered this session at the Institute of Fundraising National Convention 2012.

1. Putting Supporters
Back in Charge
Matthew Sherrington
IoF National Convention 2012

2. In the beginning....
Eglantyne Jebb
Founder, Save the Children

3. Heroes

5. Harry Moseley

6. What’s going on and what do
supporters want?

7. Supporters back in charge
• Supporters don’t care about your targets.
• They care about people, curing cancer, ending
poverty, saving lives, protecting animals, defending
human rights.
• The more you connect them with the mission, the
more they’ll do to help you achieve it.

8. Build your Story around Supporters

9. Strategy and Story
MISSION:
what you want
to achieve
SUPPORTERS:
PROGRAMME: Closing
the gap What they care
What you do
about

10. It’s not about you
What What people
you do want
Relevance
Interest
Value
Connection

11. It’s not about you ...

13. “us together” brand expressions

14. Supporter Mission Manifesto:
What it will take, and how we will do it together ...
SAVING OUR BIRDS AND WILDLIFE Conservation science; policies and
What will it will take, who has the best practice; protecting/restoring
power and resources, who can species and habitats; partnerships
decide, why aren’t they doing it? and mobilised people
Together, we can protect and YOUR MONEY, OUR EXPERTISE,
restore X DIRECTLY by doing A, B, C. PEOPLES’ ENERGY. JOIN NOW.
Governments need to do the right YOUR VOICE.
thing, and need to be reminded. JOIN THE CAMPAIGN.
Companies/Landowners need to do YOUR CONSUMER POWER.
best nature-friendly practice TAKE ACTION.
People themselves. Behaviour. YOUR PASSION, TIME, ENJOYMENT.
Attitude. Involvement. DO YOUR BIT. VOLUNTEER.

15. Make the Mission Tangible

16. Christian Aid
Buy a net. Save a life

17. Save the Children Build it for Babies Appeal

18. Oxfam: Tag your Bag

19. Oxfam: Tag your Bag

20. Make the Mission Personal

21. Cancer Research UK: My Projects

23. St. John’s Ambulance: first aid responder

24. St. John’s Ambulance - experience

25. St. John’s Ambulance - ask

26. British Heart Foundation: Hard and Fast

27. Greenpeace Rainbow Warrior III

28. Greenpeace Rainbow Warrior III

29. Greenpeace Rainbow Warrior III
Mr Sherrington and friends

33. Greenpeace Rainbow Warrior III

34. Encourage participation. Make it Fun

35. Sierra Club: Share your piece of America

36. Sierra Club: Share your piece of America

37. Sierra Club: Share your piece of America

38. RSPB: Make Your Nature Count

39. Greenpeace Chainsaw Barbie
Greenpeace Ken

40. Greenpeace Chainsaw Barbie

41. Greenpeace Chainsaw Barbie

42. Greenpeace Chainsaw Barbie

43. Volunteering

44. ActionAid: First Hand Experience

45. Take me there and Show me

46. Oxfam: See for yourself

47. Plan: Sponsor a child for a weekend
Friday N T xt
ight e
WEEKEND
Thanks for texting. This
weekend you’ll see the
world with new eyes and
discover the difference
sponsoring makes. You’ll
get your 1st text Friday
night. Enjoy!
I’m Gladys and I work for
Plan in Tanzania. Today I
want you to meet 6-year-
old Abla – I’ll be telling
you lots more about her
this weekend http://bit.
ly/XXXXXX
Send

48. Nght T xt –S Sponsor–a child for e weekend
Plan:
e aturday T xt
e S
a
aturday T xt 3 –
te t S Linke photo
rne ite d Linke photo
d
Name: Abla Mwanza
Age: 6 years old
Lives: Morogoro region, Tanzania
Father: Furaha Mwanza, a rice
farmer
Mother: Mwalambi Mwanza
Likes: Playing house with her best
Abla now has safe, clean water to drink, Ugali is a staple dish in many East African
friend, Angesta but many children are not so lucky and risk countries.
Maths lessons waterborne diseases like dysentery.
Sponsor a child like Abla
Her schoolteacher, Madam Zaina Sponsor a child like Abla
Registered Charity no.276035

54. charity:water: we prove every dollar

55. charity:water: we prove every dollar

56. Save the Children: East Africa Fill a Truck

57. You helped win vaccines for 60 million children

58. I CAN: Adopt a Word

59. I CAN: Adopt a Word

60. I CAN: Adopt a Word

61. Putting the Supporter in Charge
1. 1. Build your Brand Story around Supporters
2. 2. Make the Mission Tangible and Personal
3. 3. Encourage Participation, Make it Fun
4. 4. Take People there and Show them
5. 5. Involvement in the Real World
6. 6. Congratulate

62. Engagement: creating emotional memories
"Long after people forget what you did for them,
they will remember how you made them feel."
Walt Disney

63. Quebec Recycling Campaign

64. Thank you!
matthew.sherrington@thegoodagency.co.uk
Twitter: @m_sherrington
@thegoodagency