2. Integrated communications support the
overall building of your charity’s brand, and
acknowledge that your supporters will come
into contact in different ways.
Setting shared KPIs can help support the
development of integrated
communications, boosting the impact of
your communications across the board
3. Today…
• A bit about us…
• What is integration?
• Integration at RSPCA
• Everyday Heroes campaign case study
• Where to start? 10 things you can do to
integrate better
16. Everyday Heroes Case Study
• Long-term drive
• Engage the public directly to take personal
responsibility & action for animals
• Provoke urgent action, including donating
• Involve all communities and individuals
“WE ALL HAVE A RESPONSIBILITY AND OPPORTUNITY TO BE HEROES FOR
ANIMALS AT IN WINTER – WE NEED YOUR SUPPORT URGENTLY“
20. "a set of quantifiable measures used to gauge
or compare performance in terms of meeting
strategic and operational goals”
Targets & Objectives …
Specific Measurable Attainable Realistic Timely SMART
21. Targets & Objectives…
Cash income
Regular giving income
Net incomeNew donors recruited
Response rate
Cost per response
Average gift
ROI
Conversions
Engaged stakeholders
Branch engagement
Community fundraising pack requests
Regional media coverage
National media coverage
YouTube views
YouTube shares
Use of #animalhero
Increase in engaged users
Increase in reach
Traffic to rehoming site
Actions taken
Campaign survey response
23. How did the audience experience it?
• Press Releases & TV Interviews
• PSMS Train, Tube, Press, FB Advertising
• Social , Digital & Campaigning
• Direct mail
• Schools, Branches & Community
25. What did we we learn?
• Don’t forget what works for your area – i.e. warm &
cold aren’t necessarily the same
• Common theme - not just imagery & colour palette
• Is integration always right?
26. What did we we learn?
• More aligned and understanding each others challenges
and opportunities
• Better energy and communication
• RSPCA Week – take forward learnings for better
integration
• Improved working processes – sign offs and joint
meetings
SarahNorma …who we are & responsibilities within fundraising team at RSPCANorma’s slide
Sarah’s slide
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Sarah
SarahGroup discussion first with answersThen two meaningsThen some answers from us
Sarah
SarahSome could say channels like offline and onlineOr bring parts together seamlesslyOr from a supporter centric view – multi channel experience
Norma
Norma - Challenges and considerations at RSPCAMultiple departments, databases & supporters touch points Conflicting objectivesStakeholder managementMultiple approvals and sign offs - processConflicting views and opinionsAwareness vs fundraisingBrand vs UrgencyMultiple ways in and all at different stages in their journeys with usStakeholder expectationsApprovals designed by committee – positive and negativeService provision vs other strategic objectives to help that & educationDay job vs investing time in resource for fundraising
Sarah
SarahBeginning of new long-term drive to encourage personal responsibility and engagement for animals and to mobilise individual action to encourage compassion and end cruelty, which will grow and develop over a number of years – part of new 5 year strategy
Sarah
SarahMultiple audiences needed to be engagedFrom very young schoolchildren to the commuters using tubes and trainsMobile connected individuals using social media to older supporters who are prefer offline media What connects them all is an affinity to animal welfare
Norma
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NormaSMART objectives created and compiled by the stakeholder group
NormaImportant to retain sight of your own individual KPIsUnderstand that each area will set its own KPIs : sometimes they will conflict
Sarah
SarahSnapshot of the results we achieved across all teams both financial and softer measures both externally (supporters etc) and internally (staff engagement)
NormaWarm and cold were totally different Theme – think messaging, objectives, language, CTALegacy – wasn’t really right for them more enough in advance
NormaWarm and cold were totally different Theme – think messaging, objectives, language, CTALegacy – wasn’t really right for them more enough in advance
Sarah
SarahWe under estimated how complex and time consuming it would be to bring everyone together Hard to manage expectation & diaries!Write individual briefs then pulled an overarching brief together afterwards – wrong way around? What works for you?I.e. Cold vs Warm – very different needsEnsure all areas set KPIs – recognising not all teams will be familiar with setting KPIs or working in such a rigorous way and help them to understand the value of working this way
Norma7. ie, social awareness vs fundraising asks on facebook8. Map supporter touchpoints, internal and external factors and events and scenarios – ie DEC Typhoon Appeal9. We held a joint wash up and compiled a complete 360 review document to measure success and take learnings forward