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Timescale

1 months prior to launch/show start:

6 months prior to launch/show start:

  • Ensure sign off on visuals and content if available

  • Gather data for direct mail

  • Send any printed collateral required to printers

  • Work on schedule for communications during the show period
  • Kick-off meeting to agree on objectives and targets.

  • Book spaces for adverts/radio if not already scheduled

  • Brief in/create artwork if required

  • Begin working on content for

website/blogs/press releases/direct mail

During 10 week show period:

2 weeks prior to launch/show start:

  • Outdoor/print/tv adverts live
  • Direct mailing
  • Social media on show and regular giving
  • Blog posts on website
  • Email at series close to the selected supporters
  • Recurring thank you emails to those signing up in the period
  • Radio
  • Review at week 5 if we are on target
  • Begin publicity around the show starting with a message of 'Tune in/CTA sign up to regular giving' :- social, press, radio, email

In month after:

  • Analyse, evaluate and report

Messaging and call to action

  • Thank you - link to NAAW
  • Benefit to feel part of a special community/group

  • Choice of £3 - seems a popular amount - small enough to not notice but enough to feel good
  • Comparison to what it costs less than
  • Emphasis on 'your'
  • Three options to give

Media channels and activity:

lower budget campaign

  • Additional email: ensure a welcome email within 48 hours of signing up - reminding them they are in a community and how their contribution makes a real difference

  • Parish magazine adverts and articles

  • Magazine/newspaper editorial and adverts

  • Volunteers on street spreading the word

  • Radio interviews - local BBC station

Social example

Budget indication

Marketing Plan

Fundraising Ratio: £1 : £4

If we are asking for £3 per person, finding they stay 4 years = £144.

To maintain ratio = £36 per acquisition.

= 55 people to reach budget

  • Social media: organic facebook, twitter, instagram posts.

  • Social media: paid facebook/instagram.

  • Press releases that tell a patient story coming up in Helicopter Emergency Medics, CTA regular giving.

  • Blog posts on website with similar content.

  • Email: to current supporters with standing orders (signed up over 6 months ago to not bombard) telling them benefits to the charity of switching to regular giving

  • Email: to current supporters who give small amounts regularly

Increase regular giving supporters during the 10 week period in Autumn 2019 when Emergency Helicopter Medics airs on More4.

Media channels and activity:

higher budget campaign

Aim

  • As before plus...

  • Outdoor advertising: train and bus stop - pushing for the platform and stops that go to the city centres

  • Bus rears/street liners

  • Direct mailing campaign (letter, postcard, possible follow up phone call)

  • 4 sales - targeted advert placed during Emergency Helicopter Medics

Budget indication

Increase regular giving supporters during the 10 week period in Autumn 2019 when Emergency Helicopter Medics airs on More4.

Fundraising Ratio: £1 : £4

Again, if we are asking for £3 per person, finding they stay 4 years = £144.

To maintain ratio = £36 per acquisition.

= 1,388 people to cover budget

Target

Target audience

Increase regular giving supporter records by 5% across the 10 week period.

Measure and evaluate

Fairly broad, warm and cold audience, 18+

Using a fortnightly report to review if target is being met. Review after 5 weeks for a plan b if necessary.

Based on Jim Harvey's speech structures

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