kimberley blease: marketing things not for sale | think inside the box 2014

THE WORLD OF THE NFP THINK INSIDE THE BOX

5:1 RETURN ON

$85 COST PER NEW CUSTOMER

60% CUSTOMER RETENTION RATE

INVESTMENT

EARNINGS / FTE

$1M

78.5% NET PROFIT

10% GROWTH YEAR OVER YEAR

WITH ONLY INVESTMENT 2%

WE HELP FIND CURES FOR DISEASE

SUPPORT PEOPLE IN THEIR GREATEST TIME OF NEED

HELP BUILD RICHER MORE ROBUST COMMUNITIES

FIGHT CLIMATE CHANGE

ANIMAL CHAMPIONS

THE WORLD OF THE NFP SUPERHEROS OF THE MARKETING WORLD

MARKETING THINGS NOT FOR SALE WE SELL THE INTANGIBLES

IMPORTANCE OF THE THIRD SECTOR TAKING THE INCREASING STRAIN OF CARE AND HUMANITY

HOW DO WE MOVE PEOPLE TO FEEL INSPIRED

AND ULTIMATLEY TAKE ACTION AND GIVE?

TRENDS &

MARKETPLACE

DRIVERS

JUST THE FACTS DATA & BENCHMARKS

TRANSLATING LIVES DEMOGRAPHICS

INSIGHTS INTEGRATION CHANNELS INSPIRING CREATIVE DONOR EXPERIENCE

WE CREATIVELY MIX EMOTIONAL & RATIONAL SOLUTIONS

THE WORLD IS CHANGING HOW DO WE CONTINUE TO MAKE FUNDRAISING RELEVANT?

THE WORLD IS CHANGING.. FAST HOW DO WE CONTINUE TO MAKE FUNDRAISING RELEVANT?

MESSAGE OVERLOAD QUOTED BY THE NEW YORK TIMES, WE SEE 3,000 TO 20,000 MESSAGES A DAY

5:1 RETURN ON

$85 COST PER NEW CUSTOMER

60% CUSTOMER RETENTION RATE

INVESTMENT

EARNINGS / FTE

$1M

78.5% NET PROFIT

NFP

10% GROWTH YEAR OVER YEAR

WITH ONLY INVESTMENT 2%

WE HELP FIND CURES FOR DISEASE

SUPPORT PEOPLE IN THEIR GREATEST TIME OF NEED

HELP BUILD RICHER MORE ROBUST COMMUNITIES

FIGHT CLIMATE CHANGE

ANIMAL CHAMPIONS

AND NOW FOR A SHORT COMMERCIAL BREAK.

PLEASE STAND BY.

PUNCHING ABOVE YOUR WEIGHT

$24.2 MILLION RAISED

FUNDRAISING 20.8%

$17

WWF-CANADA 2013 FINANCIALS

MILLION WENT DIRECTLY TO

CONSERVATION AP

PR

OX

.

SPENT ON

CASE STUDY

INNOVATION AND CREATIVITY

Creative stretched them beyond the brand

Creative was responsible for securing hundreds of thousands of dollars in donated media

WWF-CANADA 2013 HOLIDAY ADOPTION CAMPAIGN

MULTI-CHANNEL SOCIAL MEDIA

RADIO

TELEVISION

EMAIL DIGITAL ADS

TRANSIT ADS

FSI

DM PACK

CATALOGUE

MULTI-CHANNEL SOCIAL MEDIA

RADIO

TELEVISION

EMAIL DIGITAL ADS

TRANSIT ADS

FSI

DM PACK

CATALOGUE

THE RESULTS

31% increase in adoption kit sales

35% increase in revenue

45% increase in transactions (largely a result of new e-store platform driving conversions)

24% of revenue from television and radio spots

100% increase in revenue from re-designed FSI

More than doubled the number of new to file adopters

“WE DIDN’T JUST MOVE THE NEEDLE, WE BROKE THE NEEDLE” - JANICE LANIGAN, DIRECTOR, ANNUAL & COMMUNITY GIVING AT WWF-CANADA

HERE ARE JUST SOME OF THE HIGHLIGHTS

WWF is putting Canada on the path to 100 per cent renewable energy by 2050.

Helping create the scientific knowledge and working with local communities to inform management of critical ecosystems.

Leading the transition to ‘sustainable seafood’, smart oceans management.

Leading an innovative approach to freshwater conservation.

Over the past five decades, WWF's field work has helped bring black, white, and greater one-horned rhinos, certain populations of African elephants, mountain gorillas and Amur tigers back from the brink of extinction.

PASSION & AUTHENTICITY

RELATIONSHIPS NOT BUDGETS

INSPIRING CREATIVE LEADS TO OPPORTUNITY

FORCED COLLABORATION & INNOVATION TO SURVIVE NO STATUS QUO

NEEDS YOU!

IF YOU ARE FEELING INSPIRED THE NOT-FOR-PROFIT WORLD

KIMBERLEY BLEASE Kimberley@blakelyjourney.com 905 727 6188 ext 292 @KimberleyBlease