Making it relevant Sara Thompson RNLI Marketing Manager - PowerPoint PPT Presentation

Making it relevant Sara Thompson – RNLI Marketing Manager @saramargaret27 rnli.org

Youth strategy @saramargaret27 rnli.org

Cancer Research UK 96% 96% Children in Need 95% 95% Brand Comic Relief - Red Nose Day 94% 94% British Red Cross 86% 86% awareness is 84% 84% The National Trust Macmillan Cancer Support 81% 81% 80% 80% low amongst Dogs Trust The Salvation Army 77% 77% 75% 75% Help for Heroes young people Save the Children 73% 73% Oxfam 72% 72% St John Ambulance 65% 65% The Guide Dogs for the Blind Assoc. 62% 62% RSPCA 56% 56% NSPCC 49% 49% GOSHCC 46% 46% RNLI 43% 43% Mountain Rescue England & Wales 26% 26% Medecins San Frontieres 5% 5% @saramargaret27 rnli.org

Why engage with a younger audience? @saramargaret27 rnli.org

Membership ? UNDER 11 11 - 18 YEARS OLD YEARS OLD @saramargaret27 rnli.org

“The RNLI is a great charity because it saves so many lives at sea and I took my Storm Force pack into school and did a talk.” @saramargaret27 rnli.org

Campaigns

@saramargaret27 rnli.org

Partnership working We joined forces with The Lad Bible The Lad Bible – a powerful social channel that reaches a huge number of young men in the UK. This partnership has been described by Lad Bible as their ‘most successful brand partnership to date’, and with the films attracting some 4 million views… 4 million views…

We also secured a media partnership across the Bauer and Global networks, where radio stations worked together to promote RTW safety messages throughout August 2016. @saramargaret27 rnli.org

Followed by half all UK men 18 to 24 • and a quarter of women same age Third most watched media property • globally behind Buzzfeed and TimeWarner Approx. £3 billion views per month – • more than Disney Publishes 50 videos per day • Average of over 1m views • Developing social conscience e.g. • Suicide & mental health

Adapting for a younger audience @saramargaret27 rnli.org

Recruitment

@saramargaret27 rnli.org

@saramargaret27 rnli.org

@saramargaret27 rnli.org

Making it quick, easy and fun Touch pay? • Virtual reality • F2F fundraising using tablets • Events • Partnering with Just Giving etc • Social media – Instagram, • Snapchat, LinkedIn @saramargaret27 rnli.org

Thank you @saramargaret27 sara_thompson@rnli.org.uk