Post on 13-May-2015
Good Bites
30th August 2012
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Why do a mini-big appeal?
Background to Little Heroes
Key principles for the appeal
What we did
Results so far
Key learnings
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1.Raise money
2.Gives fundraising a focus & builds team spirit
3.Appeals to donors
Why do a mini-big appeal?
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1.Poor morale of staff
2.History of fundraising failure
3.Nursery our ‘crown jewel’ service
Background to Little Heroes
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1.Testing ideas
2.Integration
3.Organisational wide involvement
Key principles for the appeal
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What we did – direct mail
Mailing to warm donors
Personal invite to potential major donors to visit nursery
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What we did - telephone
Called current and lapsed regular givers.
Asked them to advocate for the appeal.
Will follow up with a reactivation / upgrade call in September
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What we did – community fundrasing
Focus on collections and home money boxes
Looked to engage new community support in Kent
Town challenges with fundraising team
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What we did – mobile
Panels on trains - £3 donation ask
Distributed over 1,000 posters through the town challenge
Followed up with an advocate ask
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What we did – online
Created microsite
Tested banner ads
Blogger engagement
Daily blog
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What we did – PR
Celebrity messages
Local media
Radio ads
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Mobile giving• Nearly 700 texts against a 500 target. • Over 60% agreed to advocate.• Cost per acquisition around £70 & 7 month break even
(based on 50% penetration, 20% yes to direct debit)
Results so far – the good
Parental & staff support• Over £10,000 has come from parents, nursery staff and
their family, friends etc
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Results so far – the ok
Direct mail• Over 15% response rate• Average gift of ~£27 (30% higher than usual)• Ten gifts of £250 or over
PR• Lots of coverage, including national press and TV• Not converted to donations• Radio produced little response
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Results so far – the indifferent
Collections• Real struggle to place the boxes• Public collections have struggled - £80 from Tunbridge
Well’s train station• Had to look for a community plan B
Telephone• High agreement to advocate – over 60%• Not translated to income• Could still come good if upgrade, reactivation, DD sign
up rates are improved
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1. Major gift matched funding
2. Cold mailing
3. Text follow up
4. Little Heroes day – 21st September
The final month
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1. Abandon things that don’t work quickly
2. Cold community ask much harder than expected
3. Texting working well, but key is conversion
4. Start with your warm donors
5. Created a lot of internal goodwill and support
Key learnings for the appeal
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p.s Would you like to help reach the target?
• You can text NURSERY to 70007• Help spread the word via Facebook & Twitter
•Help raise money (all donations matched) on Friday 21st September
Any questions?
Craig Linton – Head of Fundraisingcraig.linton@rlsb.org.uk@frdetective