Combat Stress

Robert MarshDirector of Fundraising and Communications

supported by:Jean Marray

Communications Manager&

Stephen ClarkPress Officer

Combat Stress

• Combat Stress provides community outreach, welfaresupport and clinical treatment for ex-Service men andwomen who suffer from mental health problems,including psychological trauma, which might beattributable to or associated with their service in theArmed Forces, Merchant Navy or allied forces.

• This Service is provided to Veterans regardless of WarPension Status or whether the mental health problem isassociated with Service or not.

• Combat Stress is recognised as the specialist ex-Servicecharity working in this field.

11th March 2010

The launch of

The Enemy Within Appeal

Picture....

Outcomes of Launch

• Direct mail campaign (cold) – ROI

• Targeted media exposure

• Number of new donors (and Veterans!)

• Website visits – spike in visits

• Recruitment of major donors

• Fundraising up three-fold since 2005

• Cost

2005

• actually, 2003

• Where were we in 2005 – 6.5 fulltime staff

• No PR agency

• No dedicated comms function – split roles

• Developed press accessibility

• Iraq Veteran moratorium

• Clunky, static website – no human element

• FR - £3.0m: media coverage not monitored

Building Blocks

• Relationships“I wish all military charities were as media friendly as Combat

Stress....” Times journalist

• Intense and Reactive – early 2008

• Force multipliers

Telegraph knocks on OUR door

• Christmas Charity Appeal 2008

• ITV money makes us an offer

• Year ending March 2009 – EAV - £

• Year ending March 2009 – FR figures - £5.52m

• Veterans – an uplift in demand

• A new strategic focus

The Enemy Within Appeal

Three key aims:

• To raise £30m

• To increase awareness of Veterans suffering from psychological injury

• To encourage Veterans to seek help much earlier

How so integration?

• Fundraising

• Marketing

• Communications

Fundraising

• Recruited an Appeal Chairman (oh, and lead donor)

• Recruited an Appeal Director

• Crafting of Appeal specific literature

• Recruited an Appeal Board

• Focus has been on building constituencies

• First cold DM for years

Marketing

• TV advert (the one you’ve seen) – pro bono

• Associated poster

• Associated newspaper/magazine adverts

• Veterans’ film

• Crafting of Appeal specific literature

• Website

Communications and PR

• Comms team still only 1.5 full time

• Hugely proactive and trusted outside PR agency – fully integrated with home comms team in run up to Appeal Launch

• Media partnership with the Daily Telegraph Media Group

• Launch date – Big Bang!

Outcomes of Launch

• DM campaign (cold) – ROI

• Targeted media exposure

• Number of new donors (and Veterans!)

• Website visits – spike in visits

• Recruitment of major donors

• Fundraising up three-fold since 2005

• Cost

Action points

• Think longterm

• Start to integrate

• Know your product – sell with passion

• Thank with sincerity

• Get the right team

• Build relationships like mad – it’s hard work

• Find mentors and ask for advice – listen to it

• Ask for pro bono specialist support

Questions?