Four new mega charity TV ads have come out in the last few weeks. Save the Children, Barnardo’s, Age UK and Macmillan. It’s a tough time for most charities but these four look well funded.
But do they deliver and communicate the mission? Which is often tough as most charities deliver their mission through policy work. Let’s find out.
“If London was Syria” for Save the Children, with Natasha Kaplinsky, is all about the effects of war with the line ‘just because it isn’t happening here doesn’t mean it isn’t happening”. Coinciding with three years after the Syria Crisis began (yes three years!), this is bang on Save the Children’s mission, about saving children’s lives, helping when disasters strike and giving them the best start. My only beef, the idea of wars in your backyard was done better in a Costwolds village scene in Unwatchable, a story about conflict minerals in Congo.
Next up is Barnardo’s new TV ad about Ellie’s life of being told ‘she’s no good’ and her desperate need to make some things stop, which can all be ‘conquered’ with Barando’s support. ‘Believe in children’ is exactly what this is about and again in the sweet spot for their mission.
‘Life flies’, the beautiful new ad from Age UK, is about being valued. It shows life’s journey from ‘0-100’. I love this ad. I wanted to donate immediately to Age UK. It’s clever, enjoy life’s journey, as it goes in a blink, so you may as well enjoy it all. Age UK aims to improve ‘later life’ for everyone and this TV ad is all about making the most of later life.
‘No one should face cancer alone’ from Macmillan Cancer Support goes from strength to strength, showing the importance of support to those who need it most. And it quietly celebrates those who ‘support’ the most; mums, donors, careers, at one point all in one scene – it doesn’t get more powerful. No one should face cancer alone and Macmillan Cancer Support strives to improve the lives of people affected with cancer. Mission accomplished.
All four ads do deliver the mission. Seeing the extraordinary in the everyday. Agencies love charity work, they mine for an insight, a minutia blown up to dramatise how your money can help.
Marketing Excellence Case Studies – Free Shortcuts seminar
Green Banana Marketing’s second free Shortcuts seminar of 2014. Step inside the agency world, learn how to create case studies, build campaigns and communicate with your audience, with examples from Fairtrade, Spark and Bats.
Aimed at those working for charities and wishing for an overview of Marketing and where case studies can add value. Previous delegates said of the seminar; “very useful and inspiring – the fundamentals of marketing”
You and a colleague are invited to our second Free Shortcuts marketing seminar for this year on Friday 19th September 2014 at 4pm for one hour at 229 Tottenham Court Road, London, W1T7QG.
You will come away understanding: • The fundamentals of a great charity campaign • What value a marketing case study can add to a charity’s approach
Places are limited to 20, so please click here to subscribe and book your free place now. ‘Shortcuts’ seminars are intended to give you the most important information in the one-hour session. Drinks, cakes and a friendly chatty session will follow it.
We look forward to seeing you there! Kind regards,
It was back in 2005 that I launched the Marketing Society not-for-profit group – a small thought leadership group for charity marketing folk. The Marketing Society backed the new group and have been stellar supporters ever since of charity and cause related marketing. Little did I know then that the Society would honour me with a Fellowship all these years later. I have admired previous Fellows, and secretly each year at the ceremony, wondered how they managed to achieve their awards…
Receiving the award was a good moment to reflect on the charity sector and the work we’ve done. Above all else, the thing that stands out most is the real passion people in those organisations have for their causes and formaking a difference. This, to coin the words of Greenpeace, has often meant “stopping wrongs”, which is not a bad thing to say about your day job!
A redefined Marketing Society vision is also more hands-on and about making a difference in your work; “inspiring bolder leadership” including the work to support sustainability and good causes.
Charities have also taken a long hard look at their visions to meet the needs of today’s demanding supporters who want more transparency and greater action. Macmillanare about supporting and being there for the journey with cancer, Oxfam are about changing lives for the better – lifting people out of poverty. Charities have become more action oriented around fewer issues, which is a good thing. Passion and leadership doesn’t have to come from the global North. Companies like Unilever with their 5 Levers for change and the Fairtrade Foundation, addressing sustainability and poverty, have found that people care as deeply about sustainability in emerging markets such as China and Brazil, and these countries now bring great leadership and inspiration to the table.
And organisations like Amnesty have relocated their resources to be closer to where human rightsabuses are happening. There is no point in standing on the edge of the issue. I remember Blake Lee-Harwood at one event, Greenpeace’s then Director of Campaigns, telling us how Greenpeace ‘practiced what they preached’. Still guided by the words of one of the early founders, Harald Zindler – “the optimism of the action is better than the pessimism of the thought”. Today all members of Greenpeace staff are expected to ‘stop a wrong’ or to try and ‘replace it with a right’. It is simplicity and passion at work. Take their fight against Lego partnering with Shell, who are battling to dig up the Artic, and you see the same approach at work. Seb Coe talked about his role in bringing the Olympic games to Africa, one of his stated dreams, at a Marketing Society hosted evening. His vision is to make health and sport a part of everyone’s life and normalise disability in sport. I hope that the Marketing Society continue to play a pivotal role in inspiring people to see optimism and opportunity in life changing action.
You’ve heard of the ALS Ice Bucket Challenge, which went viral in June but have you heard of Aymotrophic Lateral Sclerosis (ALS) disease? ALS is a motor neuron disease that attacks the nerves in the spinal cord and brain.
ALS is the most common motor neurone disease, which often starts to show signs at the age of 60. There are an average of two deaths per 100,000 people each year in the UK alone and survival from onset of the disease is 3-4 years.
A pretty convincing case for support, which the Ice Bucket Challenge, that originated in the US, aimed to raise awareness and money for this disease, but how efficient has it been?
The craze caught on with 2.4 million videos related to the ‘IBC’ on Facebook this summer, and a further 28 million people joining the conversation (either in likes, comments or posts) between June 1st and September 30th. ‘Ice Bucket Challenge’ was in the news on average 78 times per day and trending by the end of August; there were more Google searches for this than for all of the searches for ‘Gaza’, ‘Ferguson’ or ‘Iraq’.
Perhaps it was a good antidote to the Malaysian airline tragedy, Ebola virus outbreak, the continued fight against ISIS, and not to mention the passing of Robin Williams and Joan Rivers! But has the feel good factor of taking part been helping charities? MNDA, the Motor Neurone Disease Association (the charity most strongly associated with ALS in the UK), has raised £7m from ice bucket donations, a sum worthy of a half seconds soaking on a warm summer’s day.
But in the context of other previous charity challenges, did ‘IBC’ actually deliver? The ‘no makeup selfie’ for CRUK raised over £8m in just 6 days and ‘Movember 2013’ raised a whopping £20.4m in just one month. Both of these suggest that the ‘IBC’ should have raised significantly more in four months of intensive activity with an estimated 20 million people taking part.
Number of people involved in Ice bucket challenge and Movember per country (‘000)
The craze is already beginning to freeze over!
How many of the IBC videos actually resulted in donations? The Charities Aid Foundation estimated of the 1 in 6 Britons that have taken part so far, only 1 in 10 have actually donated to a charity. This rings true, for the 20 million who took part, if each donated £1, the total raised would be nearer £20 million.
Thoroughly entertained, but the bottom line is that most of the videos didn’t result in giving to a good cause. And there have been environmental challenges about the amount of water used in the IBCs, particularly the one involving 40,000 litres from a dumper truck.
Overall, the IBC could have been more productive and we think:
1. Although substantial amounts were raised for ALS.org and MNDA, it is disproportionate to the number of people taking part
2. Clarity should have been given around the fundraising mechanic, as many people were confused about what to do
3. A simple branding device might well have helped the participants on either side of the challenge! Also, if the IBC had been a more successful fundraising magnet for ALS, a better-branded mechanic would have drawn less income from other charities, what William MacAskill, Vice President of Giving What We Can, calls ‘funding cannibalism’
4. The campaign has raised awareness for ‘ALS’, but not as much for Aymotrophic Lateral Sclerosis disease – next time participants would benefit from a progress report and a brief summary of the actions taken as a result of their involvement
5. From an environmental point of view, the campaign mechanics could have involved Water Aid, who themselves raised considerable funds on the back of the challenge. Water Aid raised £47,000 in one day – which is 50% higher than it has ever received in a single day before). The should have been a good well thought through partnership, involving other charities as well as, perhaps a utility company.
There are more efficient and environmentally friendly ways to fundraise than the Ice Bucket Challenge; it is definitely fun to watch but may be more of a damp squib than the cool enterprise we first thought. A bit more careful thought at the beginning could have quadruple the income raised for Aymotrophic Lateral Sclerosis and made a real difference. Will IBC ii be back next Summer – we certainly hope so.
Free Shortcuts seminar– Friday 13 March 2015 4pm – 5pm Green Banana Marketing invite you to their free Shortcuts seminar on Friday 13 March 2015 at 4pm. Come along and hear tips on how to maximise your website and gain more support for your cause, making the most of your online presence through good design, SEO and meta tagging, with examples from British Council, British Trust for Ornithologyand Buglife….
Previous delegates said of the seminar; “very useful and inspiring – the fundamentals of marketing” Aimed at those responsible for building support online, you will come away with an understanding of:
• The fundamentals of great website design, appropriate for your audience
• Ten tips to maximise your website to ensure it is adding value
• Online tools and techniques, such as SEO and meta tagging, from recent case studies
• How to address issues and concerns you may have with your online work
We would very much like to see you and a colleague at this Free Shortcuts seminar on Friday 13th March 2015 at 4pm for one hour at 229 Tottenham Court Road, London, W1T7QG. Places are limited to 20, so please do click here nowto subscribe and book your free place. ‘Shortcuts’ seminars are intended to give you the most important information in the one-hour session. Drinks, cakes and a friendly networking session will follow the seminar.
Your invitation to Green Banana Marketing’s next Shortcuts event
Shortcuts Series
Marketing Essentials
Marketing Essentials – Green Banana Marketing’s first free Shortcuts seminar of 2014. Aimed at those wishing to brush up on their marketing, an introduction or refresher of the marketing mix to make sure you’re focusing on the right areas. Ideal for marketers, project managers, managers, events organisers and those new to marketing, new to the sector or maybe you have a job that has expanded from PR or sales to include “marketing”.
You and a colleague are invited to our first Free Shortcuts marketing seminar for this year on Friday 16th May 2014 at 4pm for one hour at 229 Tottenham Court Road, London, W1T7QG.
A previous delegate said of the seminar; “very useful and inspiring – the basics and fundamentals of marketing”
You will come away understanding:
• The marketing mix, and tools that help marketers communicate successfully, and how to use them in your organisation
• Your target market and how to reach them
• Creating compelling marketing messages and objectives
• Developing a marketing plan for your organisation – which channels to use from social to promotion
• How other campaigns have achieved this from Greenpeace’s Saving the Arctic to Buglife’s campaign
Places are limited to 20, so please click here to subscribe and book your free place now.
‘Shortcuts’ seminars are intended to give you the most important information in the one-hour session. It will be followed by drinks, cakes and a friendly and chatty session.
Shortcut seminar by Green Banana Marketing on ‘Marketing essentials’ 16/05/2014
Green Banana Marketing’s top tips for charity marketing
Is it any easier to define what we mean by marketing for charities and NGOs? With squeezed budgets and complicated stakeholder needs, I sometimes wonder. If marketing for a charity is “to achieve organisational objectives and to bring the appropriate number of people from the agreed groups to engage and respond in a way that mutually satisfies both parties”, it’s surprising how few know their own organisational objectives, an obvious starting point for effective marketing. Fortunately, more know their own objectives and how these support the charity vision.
For today’s charities, innovation is important and effective, standout marketing. How to leverage digital touch points and to build long-term corporate partnerships with a solid shared strategic core, are also day-to-day worries.
Charity comms departments change names at a dizzying speed; from Marcomms, Supporter Engagement to Marketing, Fundraising as standalone to a merged super unit around a common digital belief! 65 years on and James “marketing mix” Culliton will be turning in his grave. He described the combination of elements involved in making any marketing decision; more commonly called the 4 ps of marketing, which have stood the test of time, it’s worth revisiting some of our vast history of marketing and how we fit in! Product, Promotion, Place and Price. And later 3 more Ps were added; People, Physical evidence and Process.
Charities deliver a staggering amount for very little resource but sometimes lack focus. Multi-million pound corporate campaigns tend to work to a much tighter bandwidth, such as changing sales by 5% with a specific audience segment.
NGOs tend to know their brands better than their audiences. Segmenting audiences, by identifying the most receptive moments to engage with people and mapping out user journeys would be a critical part to improving supporters and the charities focus.
We’re delighted that four of the ten most effective UK charities cited in the recent ‘Passionate About Collaboration’ report, which identified the UK’s most effective NGOs, are our clients, based on responses from over 100 NGO Chief Executives. Our approach chimes with the report’s main conclusions, which is to be more effective with reach and impact.
We are lucky enough to have worked with some of the very best marketing teams in the charity world from Fairtrade to Buglife – this we believe comes from a love of their organisation and a belief in what they can do.
Many of the social organisations we work with are going through huge changes, using their “ten year strategy” to answer the question “what would a digitally-enabled organisation look like?” and “how will we thrive in an increasingly digital world?”. These are perfect questions to help shape the future and current offering and the following related questions helped us in working through our recent projects with the Fairtrade Foundation and The British Trust for Ornithology (BTO).
Mapping the user experience and developing wireframe and related colour schemes for the navigation
1.What’s not working well at the moment? Where are audiences dropping off / not going – why is this?
2.What are your analytics telling you? Do you understand the audience needs and do these change by age / other demographics? Why is that? Do you know how people are using your site?
3.Are you ready for Mobilegeddon? Do start the process of ensuring your site works on different devices from interactive white screen to phones. You probably already know that Google’s search ranking will be affected by how mobile friendly your site it. There is an easy mobile friendly test you can do.
The mobile experience for teachers using Fairtrade resources
4.Is your SEO / social strategy good enough? Read Google’s guide to SEO, again Google will look harshly at copy that is too small and links that go nowhere. Defining your strategy beforehand (starting with the web copy), will help you prioritise what your main services are.
5. Do you have a strong concept / design? People like ideas- a strong concept can really lift your site usage.
6.Do you have the right sign-up points? Getting the balance right is essential; too many and people will click off your site. Having the main touch points clearly labelled will increase conversion to sales, and to your newsletter sign up.
Clear and interesting sign up points help the user
7.Why not ask people what they would like to use the site for in the future? Regular users of your site will often have as good ideas as anyone for how the experience could be made even better, we’ve found tapping this interest and using some of their ideas is crucial.
8.Are you using it as a living / agile website? Agile roll-outs are best. Too often the process is to map the user experience to a wireframe and then build the site over 10-16 weeks, which is fine. But it’s better to keep the site alive and agile, adding new features and functionality, so the site has a beginning but no end. There is no web 2.2.
9.Are you linking your CRM to your website? You increase conversion to your site by as much as 50% from users on your social channels, by a few simple campaigns.
10.Are you making lots of new friends? We’ve found links to your site from other respected organisations work wonders for new site visitors and increased search ranking.
If you need help with your web delivery, these are the first questions we would ask, it’s an easy checklist, which starts with your audience and builds things in an agile but logical way.
Giles Robertson, Founder and Managing Director of Green Banana Marketing Ltd, Marketing Soc. and RSA Fellow, Charity Group chairman, Trustee of Marine Conservation Society, member of 2Degrees board of advisers and the Sustainability Growth Group. Follow him on twitter @gogreenbanana or email at Giles@greenbananamarketing.com
Social media has become a far more prominent and important part of most people’s lives than we could have predicted.
“If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the internet, they can each tell 6,000 friends”
Jeff Bezos, CEO at Amazon
Social media began almost a decade ago but it’s become a far more prominent and important part of most people’s lives than we could have predicted. It has become a more advanced version of the classic word-of-mouth – and companies try to use it as such.
Here are five tips to help increase your influence through social media platforms.
1. Know your online presence
Nowadays, almost all groups, charities, companies and individuals are running a social platform (or they should be). However, to make the most of your online presence, you need to be able to answer three fundamental questions:
What is my online presence? For instance, we’ve had clients not knowing about multiple Twitter, LinkedIn and Facebook feeds, working inconsistently with different messages
Which social platforms best fit my supporter /audience base? For instance, Vine, the six second video sharing site, lends itself very well to WWF’s endangered species programme, but is perhaps less effective for the Samaritans’ support work
How are we measuring our influence online? Are we plotting and measuring where people go on our site, who is re-tweeting and what number of comments are we getting on our posts? (and, more importantly, how many people has this been fed on to)? Most platforms offer tools to measure how many times your pages or posts have been seen, the number of clicks per minute you’ve received, what content is the most appreciated (liked) by viewers, and so on.
2. Understand the best way to influence key audiences
Once you have found what is the best platform to reach your target audience, you need to find the best way to influence them through this channel. Should we produce posts, videos, photos and engage our target audience with games, petitions, actions, competitions etc? Keep them informed of how many actions and time spent equates to a certain level of influence. Amnesty do this really well, explaining that in 5 minutes you could sign a petition, with half a day’s support, you could attend a rally.
3. Produce shareable content – and make it easy to do so!
Most social platforms allow for the sharing of content so it is easy to engage with campaign videos, infographics, viral, posters, etc. in this most popular way. As stand out is tough on social platforms, all your creative talents should be focused on producing relevant photos to promote your posts and increase sharing opportunities. Make sure your content is not too heavy and long, and that people can quickly understand and share with their comments (and ownership). Heck, why not write a shareable chunk of text to go with posts, 140 word re-tweet friendly.
4. Consistent and flowing campaigns – don’t start and stop.
When you start being present on a social, make sure you keep your audience engaged by regularly posting information (at least twice a week). Show off past projects and successes, the difference you’ve made so far, your ‘storyboard’ or your personality – by interacting in this way, you will build engaged audiences. Keep you audience up to date. But don’t bore them.
5. Finally, let others do the heavy lifting!
Relevant partners will happily use your content, so build your campaign and change strategy with this in mind. You may well be the trusted partner in this programme and you can make use of networks, which may well quickly get to 1.5million people – if you are working with O2 Priority Moments, for instance. This is well worth doing if it can build support and engagement in a meaningful and relevant way.
Some of the best charities and environment social campaign from the last year include:
Campaign “Touch Yourself” for Breast Cancer Awareness
The campaign aimed to promote early cancer detection through self-checks for breast lumps.
The campaign launched in October 2012 by F Cancer and Women’s Health and Men’s Health magazines, aimed to promote early cancer detection through self-checks for breast lumps. A Facebook app was created to pledge to perform a self-check and share a variety of 14 pre-written postcards with friends, encouraging them to do the same.
This is the king of campaigns, a perfect example of how to use of social channels. Facebook was the main channel, with sharable content engaging the target audience and ways to encourage friends to do the same.
Campaign Twestival for Charity: Water
Twestival aimed toto bring Twitter communities together to raise money for Charity: Water
“On 12 February 2009, 200+ international cities hosted a Twestival (Twitter + festival) to bring Twitter communities together to raise money for Charity: Water”. One week later the charity water staff flew to Ethiopia to drill the first well.
They immediately posted videos on Twitter related to their work, with some “re-tweetable“ information about water conditions, and published funds raised for each city. The Twitter activity allowed communities to engage, raise £174,899 funds for water projects, to build 55 wells, to serve water to over 17,000 people, and also to allow followers to see the day to day activity.
omms departments change names at a dizzying speed; from Marcomms, Supporter Engagement to Marketing, Fundraising as standalone to a merged super unit around a common digital belief! 65 years on and James “marketing mix” Culliton will be turning in his grave. He described the combination of elements involved in making any marketing decision; more commonly called the
