innovation at save the children

Innovations and trends in communications, brand and fundraisingConference

30 January, 2013

London #CCinnovations

Gemma SherringtonCommunity Giving Director

INNOVATION AT SAVE THE CHILDREN

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Drivers for Innovation

Busy channelsCrowded marketing environment

Audience insight New audiences

Product gap

Multiple benefits

Cross-org priorities

Aims OF CHRISTMAS JUMPER DAY

1. Raise money 2. Raise awareness

3. Engage new supporters

THE Campaign

DELIVERED CROSS-ORGANISATIONALLY

Community Giving

Media

Production

Brand

Digital

Partnerships

Individual Giving

CHRISTMAS JUMPER DAY: FRIDAY 14 DECEMBER

CHRISTMAS JUMPER DAY: FRIDAY 14 DECEMBER

CHRISTMAS JUMPER DAY: FRIDAY 14 DECEMBER

RESULTS

Trending organically on Twitter on the day

Largest number of hits to our website in a single day

Almost 500 articles published across a range of media outlets

£Exceeded income and participation target

KEY LEARNING

Keep learning, analysing and innovating throughout a campaign

Explore trend and audience driven strategic innovation

Invest for the long-term as well as short-term

Seek cross-organisational support to support innovations

THANK YOU