We started by working with the team at the charity to devise the strategy for launch and where we would be focussing our efforts. Being a small regional charity, budgets were not huge so we needed to make every penny work hard for us.
We started by identifying and defining 6 different target audience groups. From the ‘everyday supporter’ who would help to share our message and join the conversation, through to fundraisers, eventers, corporate donors and high net worth individuals. We mapped out their motivations and the core messages that would resonate most strongly with them.
We developed an overarching story and value proposition and agreed the use of language and key phrases that would form the basis of our campaign.
We developed an integrated marketing strategy and 18-month activity programme to take us from launch, to
the end of the first phase of the appeal, agreeing KPIs and targets for the first year.
We implemented the first paid for social campaign – focusing on the general Leicester public – those who would support us, join our conversation, make small donations or become a regular monthly donor.