How can a charity generate best results from comms?

How can a charity generate best results from comms? Mark Picken, MPAD

@MarkPickenwww.mpad.co.uk

www.mpad.co.uk @MarkPicken

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•2.4 million ice bucket related videos posted on Facebook

@MarkPicken

• 28 million people uploaded, connected or Liked

• Justin Bieber’s video had 1,000,000 ‘Likes’

(Source: BBC)

• 3.7m videos on Instagram

www.mpad.co.uk

29 July – 28 August 2013

Amyotrophic Lateral Sclerosis Association (ALS) received $2.7m


29 July – 28 August

2014 Amyotrophic Lateral Sclerosis Association (ALS) received $98.2m


Pre-IBC MND Association received on average £200,000 per week


22-29 August 2014

MND Associate received £2.7m


Macmillan received £3m, but accused of hijacking the craze.

(Had been criticised for being too slow on the uptake of the #NoMakeUpSelfie).


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What will be the impact long-term?


The #NoMakeUpSelfie raised £8m in six days


What made these two campaigns a success?


They appeared to be ambassador-led (as

opposed to charity-led)


Others have followed suit with good

campaigns, but they’ve not had same impact


Could be as the were seen to be charity-led, or people

suffering from charity challenge fatigue


How can you get the most out of communications?It should start with a strategy.


Groundcrew

CHICKS

Focus on outcomes rather than outputs.

Not just about coverage and social media noise. It’s about organisational objectives e.g. volunteer numbers, fundraising income or membership numbers


Thank you.Your questions are welcome


How can a charity generate best results from comms?

Marketing

Transcript of How can a charity generate best results from comms?