International missing childrens day 2012 clare cook - missing people
1. International Missing Children’s
Day 2012
How the charity Missing People
developed a fully integrated PR
Communications and Fundraising
Strategy
2. The Opportunity:
International Missing Children’s Day
The Challenge:
How to capitalise on the awareness generated
by IMCD to increase public knowledge of the
charity and drive our fundraising
3. The simple answer
We created three distinct communication
strategies:
-Brand campaign
-B2B campaign
-PR campaign
And integrated fundraising into each one…
4. Missing People
• Formerly National Missing Persons Helpline
• A lifeline when someone disappears
• £2 million PA
• 12% of young people and 17% of adults aware
of Missing People
7. Brand Campaign
Aim: To develop understanding of Missing People and its 116 000
services.
Objectives:
To reach 2 million people with brand messages by end of 2014-15
Approach
- Build on pro bono support and treat this as seriously as financial support
Audiences
UK adults 24-45, likely with children 0-12, mostly unaffected by issue
12. B2B Campaign
Aim: Create strong group of professional partners who refer missing people and
families to us.
Objectives To reach 10,000 potential service users with information about the charity
via Partners
Approach
•Utilise established marketing databases
•Create limited number of materials with high impact
•Use opportunity to integrate fundraising messages into communications
Audiences
•Young people aged 13-17 who have run away / gone missing
•Families registering a loved one missing with UK police forces
•Vulnerable Missing Adults aged 19-45
14. PR Campaign/IMCD
Aim: A high impact PR launch for 116 000 and a step change in awareness of IMCD.
Objectives
•To reach an audience of 10 million+ with 116 000 key messages on IMCD
•To recruit 5,000 new Twitter followers to help the search for missing children
•To raise £30,000 via corporate partners and community fundraising on IMCD
Approach
•Create a series of online and offline high profile PR events online and offline to build
‘head of steam’ and drive fundraising
Audiences
•UK adults 18-45
•Key stakeholders: Families of missing people, Corporate Partners, Strategic Partners,
Influencers
21. The Big Picture
• Over £30,000 raised
– £12,500 raised by Barclays branches across London
– Supporter mailing raised £5,000, including gift aid
– Cycle challenge raised £15,000
• PR Coverage with an AVE of £220,000
• #116000 messages reached an estimated 20 million
• Pro bono BBH advertising campaign worth £1.5 million
on digital billboards, print media and online
• Increase in calls to helplines but not overwhelming
22. What did we learn?
- Integration is key to success
- Cultural step change required for fundraising
to become part of charity DNA
- Need to focus on building database of regular
supporters
- Exciting, high octane moment – cross charity
working and increase in morale
Notas do Editor
A little bit about me – started life as a journalist, worked in television production before moving to charity communications 12 years ago, and have loved using my knowledge to do good. This is however the first time I have spoken at something like this so please be kind. Before we start can I ask you get your phones ready? You will see why shortly.
Almost all of you will have awareness days/weeks or months – this presentation will paint a picture of how we chose to utilise it this year.
This is the simple answer – and in some ways it was that simple but in order to paint the picture we have to go back to the start
Set up in 1993 – 20 th anniversary next year – been around a long time but with rebrand 4 years ago, many think of us as a new charity 24 hour support for families and missing people themselves (Majority income corporate, statutory and trust) Policy and research arm – Missing Rights campaign for families of missing people, legislative change around presumption of death
Three years ago two transformational things happened, once leading to the other The first was that we were designated by Ofcom to be the providers of 116000 (the new hotline number for missing children: pan-European: wherever you were in Europe, if your child went missing you could call 116 000 and be put through to that country’s missing children’s services. We successfully applied to become a beneficiary of the ICAP Charity Day, who, thanks in large part to the amazing prowess of Holly Valance, gave us what was at the time, their largest ever donation to enable us to launch 116 000 in the UK.
With funding in place to launch 116 000 we had a challenge on our hands. Our challenge was that we are a small charity and although we punch above our weight in terms of awareness, it isn’t and so we had to make sure that when we capitalised on the traction created by IMCD and ICAP, and 116 000 we made the day work as hard as it possibly could for us. Much like the three little pigs we came up with three different strategies – although luckily all three were successful in our case. I am going to start with the Brand Campaign
Our first step was to look for an external agency who might be able to help us and we were lucky enough to successfully approach Bartle Bogle and Hegarty on an innovative pro-bono advertising campaign (worth £500,000). The brief was not about money but we did want it to leave a legacy – which it did.
The commercial is still being shown nationwide in cinemas and the campaign received glowing feedback. 1000 people now have the 116 000 number in their phones – this is the legacy
Advert on digital billboards seen by an estimated 5 million people via Outdoor Media Centre. This has helped to increase brand awareness for us to focus on our fundraising activity in 2013
Highlights: Nicki Durbin “I watched this video for the first time yesterday, as a mother with a missing child it broke my heart....if only.... Well done to all involved in making it and to all at Missing People for making things happen. 116 000 is a number everyone needs in their phone, "missing" does not discriminate and comes without giving notice first.” Advert in 200 phone boxes across London Trevor Beattie, co-founder of Beattie McGuinness Bungay, commented in Campaign, “This is as brilliant piece of work by a brilliant agency for a wonderful charity” (15 June 2012) What did we learn? Take a risk with a good agency.
As another legacy the day left us was that it brought us to the attention of the Outdoor Media Centre. In July, Kate McCann – in her first official role as Ambassador of the charity Missing People – launched the biggest digital billboard campaign of its kind in British history. The value of the advertising space donated by the outdoor advertising industry is estimated at over £10million, and the campaign is estimated to reach over 25 million.
Since the launch we have seen twice as many young people contact us via text and email Cycle challenge – police event – raised £15,000 What did we learn? FR can engage stakeholders in a very special way - emotively
The other campaigns were
All three campaigns were brought together at the Downing Street reception on International Missing Children's Day which not only received significant national PR coverage for 116 000 but was also: A key opportunity to steward major donors and corporate partners Major Donors and Corporate Partners love Downing ST!
We were keen to build on the success of Social media can also not be ignored and played a big part in our success on
Great way in with celebs – low ask/big impact and can lead to ongoing relationship e.g. Katie Price
Highlights: Estimated overall reach of 20,000,000 20,000 website visits (average 1,600) Followers grew from 11,500 to 17,000+ (total growth 5,500) 24,827 individual tweets about IMCD and using the #116000 hashtag between 30th April to 30th May. With retweets there were 48,000 mentions on Twitter alone!! 82 organisations, including corporates, police forces and SAR organisations signed up Managed by a cross-organisational team Volunteers in local areas got behind it Fantastic local PR coverage across UK
We were also able to capitalise on the head of steam we generated with a mailing to our database of under 5,000 active supporters – mailing worked out at £1 a person, but including a £2,000 donation. ROI: 5:1
Don’t over think it Be clear on what you are integrating – for us it was Fundraising
