Public awareness campaigns Remember A Charity week 'Below the line' - - PowerPoint PPT Presentation

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Public awareness campaigns Remember A Charity week 'Below the line' - - PowerPoint PPT Presentation

Dec 20, 2023 160 likes •1.38k views

Public awareness campaigns Remember A Charity week 'Below the line' public facing activity - digital, social Government Solicitors/professional advisors

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Public awareness campaigns Government Solicitors/professional advisors 'Below the line' public facing activity - digital, social Remember A Charity week

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Remember A Charity In your Will Week 2018

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Jon Goulding CEO Scarlett Aldridge Account Manager Guy Bradbury Creative Partner Bryn Walbrook Planner Adrian Chitty Director Charlie Mulock Director Anne Ryan Account Director

Introduction to the team

Sivanne Lewis Account Director

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  • The brief
  • Our strategic platform
  • Member/supporter platform
  • PR idea (Hope & Glory)

Today

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The brief

  • 2. Simple and effective toolkit for all members to use
  • 5. Cumulative benefit: A platform that can grow over 3 years
  • 1. Legacy giving proposition and platform
  • 4. Collective benefit: Sum is greater than the parts
  • 3. Individual benefit: Each charity can personalise their cause
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Insight

Grandparents and parents looking to leave gifts in their will don’t often consider the impact that a legacy gift can have on their family and those already in their will. It is simply not enough just to leave gifts to your children and their children without considering the world in which they live.

Looking after the ones you love directly in your will is maybe the priority, but including a gift to charity will also share with them the world you want them to inherit.

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Strategic Platform:

Leave a gift in your will to your favourite charities and

Pass on what’s important to you.

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Why did we choose it?

1. Easy alignment with charities’ own messages. 2. Most user friendly. 3. A good mix of the emotional and rational. 4. Most consistent with where we have been previously.

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  • 1. A member activation

idea to activate and enthuse supporters and member staff in the week

What you’ll see today

  • 2. A PR led idea to

maximise public awareness in the week

AND

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MEMBER ACTIVATION IDEA

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The brief

Get To By

Baby boomer charity supporters: Often long standing charity supporters, strong civic duty, driven to support their favourite causes. Engage in conversations with their favourite charities about leaving a gift in their will: Giving members a toolkit of activation ideas to inspire and encourage conversation about legacy gifts. Activating the idea that a % of their estate left to their favourite charities will allow them to: Pass on what’s important to you, to the next generation. Giving to your favourite cause will help you choose to make the world a better place for future generations.

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Our core objectives

Create a member activation platform that:

  • Is easier and simpler for members to engage with
  • Allows members to easily activate supporters
  • Has a core proposition that creates buzz for members

internally but is not tied to delivering press coverage too

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CREATIVE

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Pass on something wonderful

Our overarching theme

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Our challenge

Our work must first create a legacy giving message But a legacy message is not motivating enough alone We need an activation that builds excitement and inspires towards legacy giving

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MESSAGING

Help us find the answers to life’s biggest questions. By leaving something wonderful in your Will.

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HOW DO WE BRING THE IDEA TO LIFE?

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THE HUMAN SEARCH ENGINE

The older generation have a lifetime of

  • wisdom. The kind of wisdom you just

can’t get from a Google search. We look at the most common life questions that people have – and ask the older generation to answer them.

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What would you say to someone who is just about to retire? What would you say to someone who needs a hobby? What advice would you give to someone who just lost a loved one? What would you say to someone who wants to change the world? How can I start a conversation with someone I want to get to know better? What advice would you give to the next generation?

A lifetime of wisdom

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THE HUMAN SEARCH ENGINE

CEO

We also give our member charities the chance to answer life’s biggest questions – and the opportunity to let their supporters know how their gift will impact the world.

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How can we protect our forests for the next generation? How can we create a world that’s kinder to animals? How can we provide safe drinking water for the next generation? How can make sure the next generation get to experience art? How can we create a future free of cancer? How can we remove barriers for people with sight loss?

Charity questions

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HOW DO WE PROMOTE IT?

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POSTER

We create posters that inspire people to ask the Human Search Engine a question.

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WE WILL ALSO PERSONALISE POSTERS FOR OUR MEMBERS

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OUR MEMBER AND SUPPORTER COLLATERAL

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SUPPORTER COLLATERAL

Book marks and mouse mat.

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SUPPORTER COLLATERAL

Fridge magnets featuring ‘app’ icons relevant to Remember A Charity, our causes and leaving a gift in your Will. This keeps the message front of mind beyond the week.

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FACE TO FACE CONVERSATIONS

We create conversation starters: a t-shirt and key ring giveaway, filled with questions to ask our supporters. Example interaction: “We know you have so much wisdom to pass on, so this Remember a Charity week we’re asking people like you to get involved by helping us answer the world’s biggest questions. Like how can we provide safe drinking water for everyone? Would you be able to spare two minutes to help us...”

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EMAIL TO SUPPORTERS

Personalised emails for each member charity.

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AND TO HELP ENGAGE STAFF INTERNALLY?

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STAFF EVENT

We invite members to write the question that a wonderful gift will help them answer and post it

  • n social media.

We also host a screening in member charity foyers to unveil the human search engine, featuring the best answers captured so far.

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LEVELS OF ENGAGEMENT

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LEVELS OF INVOLVEMENT

High Med Low

Get involved to create content on the Human search engine, involving prominent supporters or celebrities to answer the questions raised. The best content could form a tailored ‘best of’ video to share on social media. Host an internal event for staff to nominate your most important questions and watch the best content from the Human search engine together. Send a supporter email inspiring legacy giving through our activation. Send an internal email. Use supplied collateral to inspire staff internally and supporters in legacy conversations.

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Leave a gift in your Will

Member to supporter conversations Member retail Member internal activation Social media Human Search Engine Remember A Charity activation

Awareness Week 2018 Ecosystem

Questions that go into Human Search engine (Study/charity nominations) Content capturing answers to our questions Collateral to inform and excite supporters Clear take away for supporters from the conversation Collateral to support conversations: conversation starters Interactive

  • ffice event

(question nomination) Collateral to facilitate internal conversations Other media i.e. out of home billboards

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Leave a gift in your Will

Member to supporter conversations Member retail Member internal activation Social media Human Search Engine Remember A Charity activation

Awareness Week 2018 Ecosystem

Questions that go into Human Search engine (Study/charity nominations) Content capturing answers to our questions Collateral to inform and excite supporters Clear take away for supporters from the conversation Collateral to support conversations: conversation starters Interactive

  • ffice event

(question nomination) Collateral to facilitate internal conversations Other media i.e. out of home billboards

Many aspects of the activation will be tailored to your charity

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Delivering to our brief

Create a member activation platform that:

  • Is easier and simpler for members to engage with
  • Allows members to easily activate supporters
  • Has a core proposition that creates buzz for members

internally but is not tied to delivering press coverage too

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PR

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Remember A Charity’s role is to normalise legacy giving Creating conversation and consideration via media is vital for a behaviour change campaign Previous creative ideas have struggled to work both for the media and members The role of PR must prioritise national media coverage that acts as a springboard to the core ‘gifts in Wills’ message

THE ROLE OF PR

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WILLWORTHS

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A legacy-themed shop that celebrates the act of will making and what you pass on matters A nostalgic, audience relevant brand takeover that closed 10 years ago this November

WHAT IS IT?

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WILLWORTHS (COMMS)

Explore the store. Educate, normalise and feed

  • imaginations. Feel inspired to leave a gift to charity in

your will to pass on something wonderful

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NICE IDEA, BUT WHAT’S IN WILLWORTHS?

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SOMETHING TO CHEW ON

And of course, a special WillWorths Pic ‘n’ Mix to celebrate all members charities and causes

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The WillWorths window will display some of the amazing things that legacy giving has funded

MEMBERS ON DISPLAY

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We will work with members to find an empty shop we can take over to create our pop-up

LOCATION, LOCATION…

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  • Pre-event listings
  • Announcement release
  • Open day photo call with high

profile talent

  • Research
  • utlining

the nation’s attitudes to legacy giving

  • Sofa slots and a radio day

WHERE’S THE COVERAGE?

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Search Engine/quiz will launch

  • n the Monday, WillWorths will
  • pen on Thursday to Sunday

A NOTE ON TIMING

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PROJECT APRI L MAY JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR ONGOING PRESS OFFICE PROJECT REMEMBER A CHARITY WEEK

2018 2019

A LOOK AT 2018

“Broadcast-led” “Print-led”

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BE REMEMBERED FOR SOMETHING WONDERFUL

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21ST CENTURY WILLS

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YELLOW PLAQUE SCHEME

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THE NATION’S MOST POPULAR CAUSES

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Thank you

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