Sally Holden and Liam Colman

Macmillan Cancer Support

@sareas24 / @macmillanpress / @LiamColman

• Macmillan and the World’s Biggest Coffee Morning

• Challenges and opportunities

• Keeping things fresh – our top tips

• Results

• Questions?

Overview

An introduction to…Macmillan Cancer Support

An introduction to…the World’s Biggest Coffee Morning

• Macmillan’s largest event in the fundraising calendar

• £29.7million for people living with cancer

• Coffee and cake

• Driving registrations and encouraging participation

The challenge

• 27 years of Coffee Morning

• “It's become such a part of the fabric of society that it's questionable whether it requires further coverage.” ITV News

• Crowded market

• Multiple stakeholders and channels

• Scale of the project / expectations

The opportunity

• Simplicity and versatility

• Loyal supporters

• Support from consumer press

• Overlap with the news agenda

• Why reinvent the wheel?

Keeping things fresh – being targeted with timings

• Back to the objectives

• Reaching your audience at the right time

• Two PR pushes -registrations vs participation

• Adapting messagingJuly August Registrations week

(28 Aug - 1 Sep)

September WBCM week (25 - 29

Sep)

Key PR pushes

Driving registrations Creating a buzz M&S

Keeping things fresh – thinking about audience groups

• Tailoring content

• The workplace week of activity

• Survey story / video content

• Trade media outreach

Keeping things fresh – being reactive to the news agenda

• Keeping an eye on the news agenda - and not being afraid to give it a go

• Letters to editor

• Existing resources

• Fabulous Daily partnership

Keeping things fresh – giving journalists what they want

• Learning from previous coverage and feedback

• Politicians’ pets

• Picture stunts - checking in with the media in advance

• A ‘doggy Coffee Morning’

Keeping things fresh – cross-team working

• Using insight from media

• ‘PR moments’ - working as a wider team

• Bringing in the experts

• Coffee Morning is not just a fundraiser

Keeping things fresh – amazing people

• People never get bored of people

• Incredible case study stories

• Celebrity connections to the cause – if you don’t ask you don’t get

• The Weird and Wonderful

Keeping things fresh – thinking content

• Consume!

• Thinking outside the box

• How well do you know your colleagues?

• Social / video content

Results

• Raising awareness of the World’s Biggest Coffee Morning

• Encouraging people to host their own event

• Talking about Coffee Mornings at work

• Creating excitement during the last week of September

• Inspiring people to find an event to attend

Sally Holden and Liam Colman

Macmillan Cancer Support

@sareas24 / @macmillanpress / @LiamColman

Visit the CharityComms website to

view slides from past events, see what

events we have coming up and to

check out what else we do:

www.charitycomms.org.uk

Making the news: generating

positive PR for your charity

Supported by

30 November 2017

London

#charityPR