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