Embed Size (px)
Citation preview
Need an engaging legacy
What two children’sproposition?
charities did next…
@jon_jacques@_dylancarroll
@ianboardman@considertweets
JJ
JG
IB
DC
Jon JacquesHead of Legacy Development Barnardo’s
Dylan CarrollSenior Relationships Manager (Gifts in Wills)Barnardo’s
Ian BoardmanCreative DirectorConsider
Jonathan GocherSenior Legacy ManagerThe Children’s Society
@jon_jacques
@_dylancarroll
@ianboardman@considertweets
Speakers
Some similarities…
IB
And more similarities…
IB
Two JonsWorking in legacy giving
From EssexBald
Short-sighted
We both had the same problem…
●No compelling legacy proposition
●No clear legacy marketing strategy
●Our materials needed updating
JJ
JG
We both had the same organisational challenges…
Legacy income
of donationsof donations
Legacy income
JJ
JG
● A fall in legacy notifications
● Income volatility
● Low brand awareness
● Materials that needed updating
● Targeting the right supporters
And we both had the same proposed solution…
2. Review our marketing strategy to increase engagement & notifications
3. To develop legacy marketing materials for the following touchpoints :
– Direct Mail & Telemarketing
– Supporter Cultivation Events
– Regional Fundraising & Retail channels
– Stewardship materials eg. Newsletter and fulfilment, thank you pack
1. Create a new legacy proposition!
JJ
JG
What Barnardo’s did next
● Established we needed insight and an external resource to help us.
● Created agency briefs for research and creative.
● Intended to invite three agencies to pitch but had to deliver a complete campaign in six months. Yes, really.
● Settled with initial chemistry / creds meetings.
● Made decision to work with Crossbow Research and creative agency, Arthur London.
Added challenge
JJ
What The Children’s Society did next
● Established we needed an external agency to help us.
● Created agency brief and invited three agencies to pitch.
● Made decision to work with Consider as we knew they had a good understanding of legacy marketing.
● We wanted to create a new legacy proposition and legacy marketing materials to convince supporters to leave us a gift in their will.
Creative and friendly Consider folk
Ian : Anything to
mention from pitch process?
JG
Challenges : Consider
● Knowing and understanding our audience – striking a balance between a church-going audience and non-church-going audience.
● Ensuring the proposition and support messaging leveraged messages that would appeal to our varied audience.
● Rebrand, just after first round of creative. Work on the legacy campaign was put on hold for foreseeable future (9 months?). Coming back to the project presented challenges, including ensuring our legacy-specific messaging aligned with the new brand values and the creative concepts were still appropriate. However, as both proposition and creative were based on audience insight, both had very minor changes in order to adapt to the new brand. Use of black was a challenge – closely liaised with brand / marketing. -
● JG - these notes on rebrand in Slide 43
Ian
● Tight timeline : Six months to delivery of team’s lead campaign
● Changing all of the team’s materials at the same time.
● Differences of opinion and keeping everyone in the loop.
● Unifying 900 different services delivered across the UK to 200,000 children into a single ask
● Ensuring buy-in of key partners in Barnardo’s Will Scheme, QualitySolictors.
● Knowing and understanding audience – striking a balance between a church-going and non-church-going audiences.
● Ensuring the proposition and support messaging would appeal to our varied audience.
● Needing new materials immediately.
● Last but not least, a rebrand! More on this later…
Challenges identified at brief stage
JJ
JG
Research & findingsJG
@jon_jacques@_dylancarroll
@ianboardman@considertweets
Needs a new doodle.[Questions / speech bubbles / sniffer dog / metal detector / ]Ian
Researching a proposition
● Agency immersion sessions with senior teams for Fundraising, Brand, Children’s Services as well as Gifts in Wills team.
● Development of three territories for supporting Barnardo’s with a legacy.
● Propositions put into research with focus groups.
● In-depth interviews with cold and warm supporters (baby boomers aged 55+) and existing legacy prospects. Most unclear what services charity delivers for children today.
▪ Research debrief with Arthur and Barnardo’s stakeholders
▪ Agency presentation of three creative routes
▪ Development of DM and fulfilment pack for October
JJ
Testing the proposition
Never forgotten
About the scale of the issue and the size of Barnardo’s response.
The children who are most vulnerable.
Mentions fostering and adoption and also the trauma facing care leavers.
Never walk away
About the depth of support; to help the child to deal with the deep scars.
Committed, long-term care.
Never leaving them until they are safe and the cycle is broken.
Someone to turn to
About the world changing and Barnardo’s response to that.
Talks about the history of the organisation.
Refers to future challenges and that a legacy will enable us still to be there.
JJ
Testing the proposition : What they said
“It’s just that final act to say ‘I really did think you were doing the right thing.”
“You have character here. Whereas the NSPCC is an organisation, Barnardo was a philanthropist and it’s in his name and I think you have to say ‘we are carrying on his work’.”
“It’s the going out into the community and telling you they will respond to new risks, threats and will change their policy. They’re looking forward all the time, that’s important.”
JJ
The winning proposition
Leave them someone to turn to
JJ
Researching a proposition
● Research looked at testing key messaging: Testing words, phrases and positioning to clarify what was working well, what wasn’t working well and why?
● Tested image moodboards to gauge reactions to themes.
● Aim was to be able to select words, phrases and hooks to use consistently and with confidence when communicating with our different audiences.
JG
What did the research tell us?
● To be more powerful and emotive in our messaging – remind supporters of our work.
● It can be necessary to include negative content or ‘grittiness’ to demonstrate the need and convey the urgency.
● A clear call to action that without donations, this work can’t happen.
JG
Research : What they said
“I felt the Children’s Society had the edge on the others in terms of the work they are doing. There is a lot of overlap but I felt they had a stronger value based approach, perhaps working with children that it is harder to find funding for, on the more difficult issues.”
Female, supporter, London
“Sometimes it seems they are tackling some of the rather difficult things others don’t.”
Female, supporter, London
“Get strong words in there – active words – rather than wants and seeks and tries and would like to.”
Male, supporter, Manchester
JG
The developed propositions
Resolute
The Children’s Society stands strong for children. We work where it counts – on the streets, involved, committed – helping the children who need us most. That’s how we started over 130 years ago. That’s how we’ll always be.
Voice of a child
Every child needs someone to listen. Someone who really cares. Someone who’ll do whatever they can to put things right, fix the problem, offer support. We listen to children when no one else will. With your help, we will always be there for children – listening, learning, acting.
Being there
We’ll always be there for the children who need us. When life is unbearable, that’s what children need: Someone to be there, come what may.
I think I’d be tempted to mention exploring different propositions too – principally to show how we listened to research that told us to use more ‘active words’, be more urgent, more determined, more focused and finally to lead with our work – helping vulnerable children.
To recap, those three propositions were:
● Being there● Voice of a child● Resolute
Eventual proposition was actually a ‘super proposition’ with elements of all three.
Ian
JG
The winning proposition
Resolute
When poverty and neglect threaten young lives, The Children’s Society is at work where it counts. On the streets, involved, committed. That’s how we started over 130 years ago. That’s how we’ll always be – working to change the story for disadvantaged children.
JG
Session title
Creative conceptsDC
@jon_jacques@_dylancarroll
@ianboardman@considertweets
Initial concepts
Concept 1
DC
Initial concepts
Concept 2
DC
Initial concepts
Concept 3
DC
Chosen and developed concept
● Concept selected as strongest, clearest and most emotive representation of the ‘need’ and what Barnardo’s brand delivers for vulnerable children
● Concept easily fit Barnardo’s work in the past, in the present and, through a gift in a Will, in the future
● To ensure impact and integrity of proposition the team arranged a dedicated photo shoot
● Use ‘turn’ mechanic visually in printed & digital collateral
● Child Support workers are ‘our heroes’.
DC
Initial concepts
Concept 1
IB
Initial concepts
Concept 2
IB
Initial concepts
Concept 3
IB
Making the decision
We showed the initial three concepts to a consumer group and asked :
● Did the new messaging best describe our work?
● Did the concepts inspire leaving a gift in a will to The Children’s Society?
● Which concept worked better at persuading someone to do this?
JG
Chosen concept
● The concept encapsulated the charity’s history
● Reflected on-going need and solid case for gifts in wills.
JG
It led us to here…
JJ
From concept to realisation
Newsletter for ongoing stewardship of prospects
Point of sale QualitySolicitors & retail
Retail bookmarks
Pull-up supporter event banners
JJ
From concept to realisation
Case studies for key VF priority areas – care leavers, child sexual exploitation, young carers and domestic violence
JJ
QS - conference (images of stand/ DC presentation & launch film on QS Connect/ Hallowgreen/ Distance Challenge) Importance of humour in legacies
From concept to realisation
DC
Events (links to DVD footage*) - show DC & Alan Dearman
From concept to realisation
Supporter event presentation set-up
Supporter event DVDhttps://vimeo.com/130418144
DC
All change!
Feels like there should be a sort of STOP PRESS : ADDITIONAL CHALLENGE / CURVE BALL here to talk about the TCS rebrand. It was a key challenge so important to discuss, but if the presentation is based on a timeline of working through the projects from start to finish, this is where it should go.Ian - points added - JG
Consider - Can you add in correct image here?
● First creative from Consider
● All change! The Children’s Society rebranded shortly after creative concept was chosen
● Project put on hold for nine months
JG
Rebrand
JG
Rebrand
JG
Rebrand challenges
● Were legacy messages still on brand?
● Were creative concepts still appropriate?
● Thankfully proposition based on audience insight, reflective of new brand.
Rebrand, just after first round of creative. Work on the legacy campaign was put on hold for foreseeable future (ended up being about 9 months?). Coming back to the project presented challenges, including ensuring our legacy-specific messaging aligned with the new brand values and the creative concepts were still appropriate. However, as both proposition and creative were based on audience insight, both had very minor changes in order to adapt to the new brand. Use of black was a challenge – closely liaised with brand / marketing.
IB
From concept to realisation
Leaving a gift in your will booklet
IBResolute
When poverty and neglect threaten young lives, The Children’s Society is at work where it counts. On the streets, involved, committed. That’s how we started over 130 years ago. That’s how we’ll always be – working to change the story for disadvantaged children.
● A new legacy enquiry booklet
● A new step by step guide to making a will
● An new pledger thank you pack
● Advert
● Pull up banner
From concept to realisation
IB
● A new legacy enquiry booklet
● A new step by step guide to making a will
● An new pledger thank you pack
● Advert
● Pull up banner
From concept to realisation
Guide to leaving a gift in your will
IB
From concept to realisation
Thank you pack
IB
● A new legacy enquiry booklet
● A new step by step guide to making a will
● An new pledger thank you pack
● Advert
● Pull up banner
From concept to realisation
Acquisition pack
IB
What have we achieved?
● Proposition helped our legacy Conversion campaign (DM with TMK follow-up) recruit more than 26% more enquirers in October 2014 than targeted
● Similarly status-check campaigns (DM with TMK follow-up) featuring the proposition saw 9% of intenders & 3% of enquirers become legacy pledgers
● Our 14 supporter events since October have been attended by almost 500 supporters with more than 300 non- attendees requesting a DVD
● In November 2014, after the launch and ‘Hallowgreen’, QS solicitors wrote twice as many Wills for Barnardo’s than any other month previously that year. ‘QS Distance Challenge’ in May 2015 has had a similar impact.
● Since launching the proposition & materials in February we’ve recruited more legacy supporters in two months than the rest of 14/15 put together
● Successful direct mail campaign to existing enquirers and follow up telemarketing campaign resulting in a 3% pledger conversion rate
● Within three months we recruited 172 Pledgers and 1,479 other legacy supporters
● Our telemarketing campaigns have increased by approx 25%.
JJ
JG
DC
● Stewardship mailing to warm supporters including legacy booklet
● Telemarketing campaigns promoting both legacy booklet and enquirer guide
● Acquisition pack
● Thank you pack
● Press advert
● Pull-up banner for events
@jon_jacques@_dylancarroll
Learnings and recommendations
JJ
@ianboardman@considertweets
Top five tips for your legacy fundraising campaign.
1 2 3 4 5Create a clear creative brief and talk to your agency.
Know your audience and do your research.
Communicate with internal stakeholders.
Take a long term view and ensure your proposition has longevity.
Oh, and be prepared for challenges – like a rebrand!
Proposition must be solid and able to flex across all touchpoints.
