Slides from Chris Ward's (1Goal, Comic Relief, Blue Dot) talk at the Digital Fundraising Conference; Engaging donors & increasing donations through the innovative & cost-effective use of social, online & mobile media
7. Identify a moment
• A moment for engagement is when there are going to be the
largest number of your consumers focused on one thing.
• That could be your own launch or something completely
different that is reaching your consumer.
• (ie A TV show, supermarket promotion, local media event)
8. Create one goal for that moment
• Raise how much money?
• One thing and very simple
11. PEOPLE DON’T REALLY CARE ABOUT YOUR
CAMPAIGN
THE GRAPH OF ENGAGEMENT FOR THE MOST
SUCCESSFUL FUNDRAISING EVENT IN UK HISTORY…
They care for the same time it takes to pass a car crash…
(A reverse long tail) don’t start too early
12. SO, TELL THEM A MILLION TIMES
They will only hear it once – but when they do – they will see
it everywhere
if they are not interested they are deaf to it
They will love hearing about it as it is reinforcing the fact that
they are right to be interested – then they will tell everyone
they know…
13. ONLY DO WHAT YOU DO BEST
• And nothing else (be open and out for the rest)
• Open source, outsource….
14. THE REAL WORLD IS STILL THE BIG DRIVER.
• PR
• Old media: TV, Radio, newspapers, telephone
15. BECOME A COFFICE WORKER
The best working environment, enabling you to be in tune with
your donors….(with good coffee)
16. Get yourself a great opponent
Bush, Cowell, Poverty, an opposite view
18. Provide the ‘Nudge’ for participation
• Your consumers need a ‘nudge’ to engage
• what’s in it for them!?
• Treat them like your fan club:
• Exclusives, content, events, biscuits!
19. MANUFACTURE SUCCESS
Create a viral loop (or at least read the book and give it a go)
‘Social design’ as Facebook call it
20. GET SOMEONE BETTER THAN YOU
TO DO YOUR JOB
You need access to the inner circle to really achieve success
22. ENABLE JOURNALISTS TO SHOW OFF
With FR we enabled journalists to show off to their old school
friends…
23. Go Go Go – something live every day
• 77 X1DAY for 1GOAL
• 42 Red Nose Days….
• Momentum!
24. GO TO THE PUBLIC
- THEY WON’T COME TO YOU
Engage fully with consumers where they first come across you –
don’t expect them to ‘click-thru’
25. Work with people already
doing what you want to do
Ask third parties to get their ‘fans’ to ‘JOIN THEM’ in supporting
you (not click through…) Obama was brilliant at this