an integration catalyst. integrated campaigns conference, 25 february 2016
TRANSCRIPT
An integration catalystGARY BROUGH, COMMUNICATIONS MANAGER
@THEGARYBROUGH @EMMSINTNL
Drivers for integration
Drivers for integration
Our audiences are confused annoyed
Drivers for integration
There aren’t enough people
Drivers for integration
There isn’t enough time
Drivers for integration
We could save money
Drivers for integration
We could do it better
Barriers to integration
Barriers to integration
Size and position of the communications team
Barriers to integration
Culture of the organisation
Barriers to integration
Targets aren’t shared
Barriers to integration
Silos
Barriers to integration
Don’t have or understand the data
Barriers to integration
You
Integration catalyst
CRISIS OPPORTUNITY
What we did…
What we did…
Establish shared goals
What we did…
Establish shared goals
…and kept sharing them
What we did…
Got our stories straight
What we did… Got our message right
Hig
h L
ev
el
Aim
You can help ease the pain of people in terminal illness and lift the burden of care from their loved ones.
Ap
pro
ac
h
You can help provide degree-level training for palliative care specialists, and raise the standards at three hospitals to become centres for excellence in palliative care.
Imp
ac
t
You are not only easing a child’s pain today, but equipping hospitals in Malawi to care for 5,300 more people year on year when their need is greatest.
You are not only relieving the burden on families to care for their loved ones, but helping them to continue earning and ensuring their households are well provided for in the future.
You are not only educating a nurse or doctor today, but creating the means to educate 180 doctors, nurses and volunteers each year to meet the growing demand for palliative care in Malawi.
By
Au
die
nc
e
£15 £31 £167 £215 £453 £2,160 £3,849 £9,934 £10,017
Ex
am
ple
s
£15 can pay for someone to
be free from pain and cared
for with dignity at the end of
their life in Malawi
£31 can pay for one day’s
training for professionals
working with people
suffering from cancer and
other life-limiting illnesses
£167 would buy the
academic books for a
student learning how to care
for patients with cancer and
other life-limiting illnesses
£215 stops children
becoming disinherited
following the death of their
parent. Receiving advice
about wills means parents
can care for their children
after they have gone
£453 pays for the renovation
of a library, enabling
students to study the skill of
caring for those at the end of
life
£2,160 provides a year’s
supply of pain relief and
medicine to one hundred
people with cancer and other
life limiting illnesses in
Nkhoma Hospital, Malawi
£3,849 can pay for a
motorbike, enabling nurses
to reach and care for
children / people with cancer
and other life limiting
illnesses in their own homes
£9,934 would immeasurably
improve pain relief across
Malawi. Advocating with
district offices will enable
efficient drug supplies
across the country so that
pain relief is available to all
who need it, when they need
it.
£10,017 can buy all the
academic books for
the College of
Medicine, allowing
every health student
to learn how to care for
people with cancer and
other life-limiting
illnesses
Su
sta
ina
bili
ty
Give their loved ones the
peace of mind and help them
to provide for the family's
future.
The skills they learned will be
practiced and honed
throughout their careers, to
the benefit of countless
patients.
[As per e.g. £31,
alternatively] As these
books are handed from one
student to the next, so your
gift continues to grow in
impact.
This prevents children being
pushed deeper into poverty
and gives them a fighting
chance at building a better
future.
A library will be home, year
after year, to students who
are committed to improving
the quality of life of patients
with life-limiting illnesses.
Relieving pain improves
quality of life and can allow
people to provide for their
families again, helping them
break the chain of poverty.
Receiving care at home
means families don’t spend
what little they have on
transport, thus helping them
avoid greater poverty.
Improving drug supplies
across Malawi could release
a generation of children from
the role of carer so they can
return to school and work
towards a future free from
poverty.
A library of books will
provide the tools for
countless students to
gain the skills they
required to care for
those in need.
Ma
tch
fu
nd
ing
Your donation, and its impact, will be doubled by the UK government. Your donation, and its impact, will be doubled by the UK government. Your donation, and its impact, will be doubled by the
UK government.
What we did…
Presented it well across all channels
Social
What we did…
Presented it well across all channels
Digital
What we did…
Presented it well across all channels
Events
What we did…
Presented it well across all channels
Direct Mail &
Telephone
What we did…
Presented it well across all channels
What we did…
Presented it well
Press
What we did…
oMessage framework
oPrinted resources
oImage library
oVideo
oPresentation slides
o“Universal” print materials
oSkill – social media
Equipped everyone to share
What we did…
Mid-course correction
What we did…
Mid-course correction
What we learned
What we learned…
Integration works
Results
Target Actual
Opportunities to View 2,039,000 2,219,276
Total Raised £308,000 £537,742
Including Match Funding £616,000 £1,003,168
First Time Gifts 625
Overseas Event Sign-ups 12 18 (23 total)
Social Reach 446,000
What we learned…
It’s hard work without the catalyst
What we learned…
Shared targets are essential
What we learned…
It’s not all about you/comms
What we learned…
Take responsibility and know who is doing what
What we learned…
…there’s more to learn!
What next?
What next?
oAlways include learning in the process.
oNew integrated planning process. The right people involved from the beginning.
oWe need to take every opportunity to understand our supporters better
oWhat about the important stuff that can’t be integrated.
Questions
GARY BROUGH
@thegarybrough
EMMS INTERNATIONAL
www.emms.org
@emmsintnl
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
Conference
25 February 2016
London
#integratedcomms
Integrated campaigns:
planning, delivering and
evaluating
Sponsored by
@goodagencyldn