campaign forum 17 november 2015 - remember a charity€¦ · pension planning retirement planning...
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13 legal
conferences
2,000
solicitors
100,000+
unique visitors
REMEMBER A CHARITY
2019 FORUM
26th February 2019
Jon Goulding
CEO
Scarlett Aldridge
Account
Manager
Guy Bradbury
Creative Partner
Summer Taylor
Planner
The team
Sivanne Lewis
Account Director
Steve Hopkins
Head of Strategy
• Our theme
• Context and background
• New strategy and structure
• Planned activity for 2019
• Creative
• Measurement thoughts
• Discussion
Today
Let’s remember our theme
Strategic Platform:
Leave a gift in your will to your favourite charities and
Pass on what’s important to you,
to the next generation.
This year’s continued overarching theme
Pass on something wonderful
To bring this to life for 2019 we’ve
undertaken a strategic review
There’s been a steady growth in the % of wills going to probate containing a
charitable gift
2007
12.2%
2018
15.6%
2014
14.4%
Increase of
0.31%
annual
increase
Increase of
0.3%
annual
increase
2007
12.2%
2021
18%
2018
15.6%
2014
14.4%
Increase of
0.8%
annual
increase
So we have set a new target for 2021 in line with this
Increase of
0.31%
annual
increase
Increase of
0.3%
annual
increase
With the increasing death-rate, this annual increase of 0.8% (2000 wills) doesn’t
sound like a lot, but it does mean we have to be nearly 3 times as effective
2007
12.2%
2021
18%
2018
15.6%
2014
14.4%
Increase of
0.8%
annual
increase
Increase of
0.8%
annual
increase
Increase of
0.31%
annual
increase
Increase of
0.3%
annual
increase
And this increased ask is set against a backdrop of harshening
external pressures
1. Brexit Uncertainty 2. Housing Crisis
“The only certainty that
comes with Brexit is a
prolonged period of
uncertainty”
– Tom Wells,
Director of CBRE
‘One third of millennial will
never be able to afford their
own home’
- Resolution Foundation
Think Tank
Which means their baby
boomer parents & grandparents
are more likely to leave them
more in order to help them get
on the
property ladder.
3. Student Debt
‘The average student debt in
the UK has now exceeded
£50, 000.’
- IFS
Which again means parents
and grandparents are more
likely to leave more of their
estate to help them clear the
debt.
4. Increased Competition
There’s been a profound growth
in the number of charities
receiving gifts in Wills
- Smee & Ford (2018)
This has meant that there is now
an increased competition.
All at a time when the average value of estates is likely to decline
In order to drive volume in this context, we need to optimize our
approach to comms and do two things...
Firstly, we need to better understand and target our audience.
And we do this by populating an insights matrix.
Pension Planning Retirement Planning
55-65 y/os
65-75 y/os
75+ y/os
Pledgers
Supporters on
your database
Supporters not on
your database
Charitably
minded public
This audience are also legacy prospects in varying degrees and we should
remember who we are speaking to
Remember a
Charity
campaign
to target
Member
charities
to target
Secondly, we need a more conversion driving comms architecture.
We’ve previously been focused on two areas:
AWARENESS
2018 – Human Search Engine
2017 – Last Pirate FM
2016 – Living Legends
ACTION
Our work with
professional bodies
and solicitors
The results suggest the awareness job is effectively being tackled.
We’re certainly no longer converting the stubbornly unaware.
AWARENESS
2018 – Human Search Engine
2017 – Last Pirate FM
2016 – Living Legends
ACTION
Our work with
professional bodies
and solicitors
We now need to increase our conversion rate by shifting our emphasis further down
the funnel
AWARENESS
2018 – Human Search Engine
2017 – Last Pirate FM
2016 – Living Legends
ACTION
Our work with
professional bodies
and solicitors
So, what comes after awareness on the customer journey?
AWARENESS
2018 – Human Search Engine
2017 – Last Pirate FM
2016 – Living Legends
?ACTION
Our work with
professional bodies
and solicitors
We believe it’s understanding…
Think they know Reality
Who Leaving money to charity is something very
rich and eccentric people do
Gifts in Wills are something everyone can do
What Leaving money to charity involves entire
estates
Gifts in Wills are a small % after your loved ones
are taken care of
Where Leaving money to charity is only for certain
(obscure) charities
Gifts in Wills are for the normal charities people
know and have existing relationships with
When Leaving money to charity is something you
agree at the end of your life
Gifts in Wills can be arranged any time you write
of update your Will
Why Leaving to charity is for people who didn’t have
anyone else to leave it to
Gifts in Wills are for the future generations we
leave behind
So our consumer funnel would look like this
ACTION DECISION
Engaged with the
charity sector and the
idea of leaving
something behind for
a better world
ENGAGEMENT
Aware of the
hypothetical ability to
leave money to
charity in a Will but
has
misunderstandings
Understand that it’s easy
to leave a gift in a will to
charity; that it’s something
anyone can do for any
charity; and it’s a small
percentage
AWARENESS UNDERSTANDING
Doing / done it
Decided they
want to do it &
who to support
So our consumer funnel would look like this
ACTION
Doing / done it Decided they want
to do it & who to
support
DECISION
Engaged with the charity
sector and the idea of
leaving something behind
for a better world
ENGAGEMENT
Aware of the hypothetical
ability to leave money to
charity in a Will but has
misunderstandings
Understand that it’s easy to
leave a gift in a will to charity;
that it’s something anyone can
do for any charity; and it’s a
small percentage
AWARENESS UNDERSTANDING
PASS ON SOMETHING WONDERFUL
HERO
High profile
awareness week PR
and comms busting
the popular myths
around
legacy giving
HUB
A central website
hub for engaging
with charities and
more information
HYGIENE
Toolkits distributed
to member charities
to help them convert
prospects and have
internal
conversations
SOLICITORS
Continue to work
to get more
solicitors on board
Benefit to larger members
Benefit to smaller membersBenefit to both
So let’s remember what we delivered in 2018
CHAT SHOW
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
PR
SEEDING
OOH
SOCIAL
HUMAN
MAGNETS
T-SHIRTS
POSTERS
MOUSE MATS
CRM
TOOLKIT
AWARENESS
WEEK
DIRECT
And now consider a comms plan for 2019 based on hero, hub, hygiene
HERO
HUB WEBSITE
DIGI FILM
PAID
SOCIAL
RADIO*
COLLATERAL
TOOLKIT
ALWAYS ON TOOLKIT
PR
*Budget permitting
PR
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
AWARENESS WEEK
HYG
PR
1. Always-on Toolkit
We will be producing two toolkits for all member charities:
Role
Content
To help member charities optimise
conversations with legacy prospects
Guide with legacy
marketing useful information
Used by member charities to educate
colleagues and supporters about the
importance of legacies, and address any
misconceptions about legacies
- Email templates
- Social post assets and copy
- Bookmarks (one print asset)
2. Collateral Toolkit
To be used throughout the year Date To be used for Awareness Week
1 x digital film addressing 3 (or more) key myths
plus cut-downs for social and digital
1 x radio ad based on digital film’s VO (budget permitting)
Static images for social and press / PR
Collateral Toolkit for members -
going from 9 collateral pieces in 2018
to 3-4 key pieces this year
Creative Brief starters for 2019
AWARENESS WEEK ALWAYS ON
Always on toolkit (guide to legacy marketing)
Optimised website (Remember A Charity)
Creative
In 2019 we want to increase people’s
understanding about leaving a gift in their Will
To inspire more people to do it.
And to break down the perceived barriers.
But rather than do it
in a dull and boring way
We want to do it in a way that
our audience will remember forever.
Tell me and I forget
Teach me and I remember
Involve me and I learn
Benjamin Franklin
So in 2019 we will use the brilliant timing
and talents of comedians to deliver facts
about leaving a gift in your Will
And there are a lot of complexities
and many barriers to explain
…if we recreated the
infamous Smith and Jones
sketch with Griff Rhys Jones
and a number of comedians
to explain Gifts in Wills.
So imagine…
Or imagine…
…if we could convince
a national favourite
to create a one off special.
We can approach a number of comedians
Watch this space!
Measurement
Our initial thoughts on measurement
ACTIONDECISIONAWARENESS UNDERSTANDING ENGAGEMENT
The shifts in
Prochaska’s
Stages of Change
The number of
people fully
engaging with our
member charities
Increases in conversion
rates
What we measure
Annual NFP
Synergy Survey
REMEMBER A
CHARITY WILL AIM
TO MEASURE:
The extent of
our myth busting
Annual NFP
Synergy Survey
Visits to our hubSurvey our friendliest solicitors
to understand if the number of
charitable estates is increasing
(i.e. prompting levels)
Our initial thoughts on measurement
ACTIONDECISIONAWARENESS UNDERSTANDING ENGAGEMENT
The shifts in
Prochaska’s
Stages of Change
The number of
people fully
engaging with our
member charities
Increases in conversion
rates
What we measure
Annual NFP
Synergy Survey
REMEMBER A
CHARITY WILL AIM
TO MEASURE:
The extent of
our myth busting
Annual NFP
Synergy Survey
Visits to our hubSurvey our friendliest solicitors
to understand if the number of
charitable estates is increasing
(i.e. prompting levels)
YOUR
ORGANISATION
SHOULD AIM TO
MEASURE:
Visits to member
charity websites
Social Likes &
Shares, Views
surpassing 3s.
CTR to own website
Internal response and
understanding –
survey to be provided
Social Reach
&
Impressions
Reporting of any
conversations with local
solicitors (if applicable)
•
•
•
•
•
•
•
•
Be aware of the key dates and share with your teams
Identify the key areas you will be measuring this year to establish success
Make plans internally and externally on how you might promote the week
Let your social media team know to hold space in the plan for September
Make plans on how you’ll maximise on use of the provided collateral
Key next steps
CURRENT ACTIVITY UPDATE
relaunching the scheme
YELLOW PLAQUES
In a nutshell…
• We recently relaunched Remember a
Charity’s Yellow Plaque Scheme
• This recognises UK charities for their
amazing work – and the legacy-giving that
enables them to carry on – by awarding them
a Yellow Plaque
• After receiving several nominations, Shelter
Cymru was selected as the first Welsh charity
recipient
Next steps:
• We want to give all our member charities the
chance to get involved in the scheme
• Going forwards, we will create a ‘toolkit’ for
charities who would like to receive a Yellow
Plaque (which we will continue to produce
on their behalf)
• This will include a step-by-step guide on
photography, social and media outreach.
REMEMBER A CHARITY
an update
AR wills
In a nutshell…
• Currently, a will must be written for it to
be legally binding, however the practice of
will-writing is under review.
• Modern technology has great scope to
help people better explain their wishes to
friends and family
• We wanted to build on this and look at
how Augmented Reality (AR) could play
its part
• Working with futurologist Dr Ian Pearson,
we hosted a radio day to discuss how
technology will affect future Will writing
The results…
• Radio interviews including TalkRadio and
LBC
• Print national coverage in the i
• Interviews syndicated to 26 radio stations
nationally and internationally.
AR WILLS
AR WILLS –COVERAGE
LOOKING AHEAD
cooking up a legacy-giving storm
In a nutshell…
• We are currently brainstorming additional
creative ideas to sit outside of Remember a
Charity week
• Many of us have a signature dish, or have
grown up with a family recipe passed
down through the generations
• To reinforce our message around passing
on something wonderful, and bring to life
the connections we form during a family
meal, one idea could be to compile a book
of recipes from charitable celebrities and
member charities
• We would also look to work with talent we
already have a relationship with, such as
Len Goodman
Next steps…
• Scope out feasibility and costs for book
• Continue to brainstorm additional
activation ideas
REMEMBER A CHARITY
PASS ON SOMETHING DELICIOUS
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