integration afternoon (7 of 7) save the children case study 6 july 2010

Integrated CampaigningSome ReflectionsJonathan SmithHead of UK CampaignsSave the Children

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Knit One Save One

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What and Why

Supporters knit hats for newborns and add a message label for the Prime minister

• Poorest babies vulnerable to cold

• Engage traditional fundraising supporters in:– Our new child survival

campaign– Political campaigning

• Show support for aid from ‘unusual suspects’

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How

• Campaign Brand - Knit One Save One

(March - Oct 2008)

• DM / WoM - StC channels

• PR - Paul O’Grady, Women’s Weekly, Sun, local and regional press

• Political - PM hand-in and MP events (Westminster and constituency)

• Follow up - ‘campaigning explained’ mail with further ask

• Hats - Kenya, S Africa, Afghanistan, Mongolia, Tibet

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What happened

• 800,000 hats

• 100,000 knitters

• 40,000 messages to PM

• 20,000 new campaigners + data

• 2,800 second action cards

• £500k equivalent PR

• 50 MP’s actively involved

• 10 constituency events

• 1 PM quoted Save the Children campaign in speeches

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So…

• Start with your audience

• Make it simple, emotional, creative and visual with tangible impact

• Don’t get all ‘political’ with supporters, media or targets (well not all the time)

• When people invest time they think

• New approaches refresh old hands

• Success brings challenges - messaging control, logistics, data, budget….

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GAZA CEASFIRE

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Why

• Israel launch massive air and ground attack on Gaza

(late Dec 08 - early Jan 09) • ‘Response’ to Hamas rockets• ‘Like 1.5m people on Isle of

White’• 50% U16• Hugely polarised media

• Regardless of politics children in real danger

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What and How

• Public pressure for ceasefire

• Build brand as ‘leading independent emergency responder’

• Provide action as an outlet

• Place press ads on 10th & 11th Jan

• Offer txt response + permission to contact

• Support with traditional media work

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What happened

• Ads + back-end set up in 4 days

• Guardian, Times, Independent, Telegraph

• And then to our surprise…

– 100,000 txt

– Extensive digital media pick up

– 83,000 ‘pass to friend’ follow up txt

– PM personally tracking response and using in negotiations

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Taking it further

• Huge pool of new contacts

• No email or postal data

• Took risk on follow up calling

• 100k calls

• 8,960 new regular givers– High average annual

donation

• Campaign ROI of 1.4 – Over 1, including initial

media costs

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And for campaigning…

Great first phase but limited opportunity for follow up…

– Gaza not a long term policy or lobbying priority

– Hard to build journey as very issue specific group

– Limited resources for any campaign follows ups where no email captured

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So…

• High profile moments drive response and longer term value, if you can catch them right

– Be flexible and quick off the mark

– Offer a specific, tangible first ask, with a clear purpose

– Build with relevant second asks and feedback

– Integrate campaigning and fundraising

• BUT….sustainable public campaigning needs a longer term integrated policy and political strategy

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ROBIN HOOD TAX

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Why and What

Financial crisis shows how global financial markets make vast profit at public’s expense and hurt poor

• Bonuses continue after bail out and turn down

• Unique moment of political and public opportunity

• Campaign for Global Financial Markets to pay:– full cost of their part in crisis– fair share towards global public goods

like health, education and climate change

– tiny transaction tax = $20bn in revenue for UK alone

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How

• Reframe for our times…a tiny tax on bankers to make a massive difference… good…fair… workable… common sense…

• Not naïve, ranty, complicated, bad or a cost you…

• Serious heart - political and policy• Strong popular identity – visual, simple,

flexible, shareable, embodying idea• Broad ‘lite’ coalition - focused, shared

interest at moment in time• Channel anger - debate, sharing, action,

creativity

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What happened

• Richard Curtis develops Robin Hood Tax brand

• 100 + organisations sign up• 190,000 on facebook • Top trending tweet• 47,000 sign ups• 20,000 actions• Going global• ‘Robin Hood Tax’ widely used term • Extensive coverage as ‘serious’ and

‘viable’ option• IMF support tax on financial markets• Sarkozy, Merkel, Osborne, Obama accept

banks must pay fair share for mess• Battle is now on the type of tax and how

much!

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So…

• Never waste a good crisis - opportunity, alignment, energy, engagement, emergent activity

• Make it simple, visual, shareable, timely emotionally resonant (and work with a brilliant communicator)

• BUT ensure it goes deep• Mix ‘voices’ and ‘tones’• Let it out there and ride the waves • Be reactive and flexible when needed• Plan in phases• keep an eye on horizon

Thank you for listening

j.smith@savethechildren.org.uk