PREPP95:FinalReport

StAndrewsPartnership

CathedralFundraisingProject

2431307

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Table of Contents

OverviewofProject 3

TheoryFoundation 3

EvaluationofMartyr’sMonumentCampaign:LessonsfortheFuture 5

EvaluationofOtherCampaignsinScotland 7

ProposedStrategy&KeyMessages 8

AppendixI:Sources 11

AppendixII:SituationAnalysis 12

AppendixIII:Stakeholders 13

AppendixIV:MartyrsMonumentCampaignFlyer 14

AppendixV:BrochureContent&DesignforLocalResidents 15

AppendixVI:Lettertopreviousdonors/pledges 16

AppendixVII:Emailcampaigntolocalbusinessowners 17

AppendixVIII:SuggestedWebsiteContent 19

AppendixIX:SuggestedBlogPostFooter&CTA 20

AppendixX:SurveyforStudents 21

AppendixXI:FAQDocumentDevelopedwithPatrick 23

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Overview of Project

ThisprojectwasundertakenwithStAndrewsPartnership,thelocaldestinationmarketingorganisationthatiscurrentlyintheprocessofraisingapproximately£140,000toinstallandmaintainLEDlightingfortheStAndrewsCathedral.

Thisresearchprojecthadthreeaspects:anevaluationofthestrategiesusedinStAndrewsPartnership’smostrecentcampaign,toraiseasimilaramountfortheMartyr’sMonument;abriefoverviewofsimilarprojectsinScotlandandtheirmostsuccessfulstrategies;andcreationofkeymessagesforidenti`iedpublics,includingsomecompletecopyandandcampaignmaterialsforSAPtodrawonthroughoutthefutureoftheproject.Thisreportincludesthe`indingsofallthreepartsanddraftsofthecontentcreatedonbehalfofSAP.

Theory Foundation Thisreportisfoundedonanappreciationofpublicrelationstheory,rangingfromstakeholdermanagementtorelationshipmanagementasaperspectiveonPR.Inthissection,Iwilloutlinethetheoreticalfoundationsinvolvedincreatingkeymessagesforthisproject.Thetheoreticalconsiderationsforthisprojectare:

Howcanweidentifyalltheindividualsandgroupswhohavesomethingatstakeinthisproject, andhowcanwebestmaintainSAP’srelationshipswiththem?

Howcanweidentifythemostimportantpublicsandcreatemessagesthatarerelevanttothose groups?

SystemsTheory

Systemstheoryallowsustovieworganisationsasliving,interactingorganismsandunderstandsetsofrelationshipsandinteractiontheyhavewiththeirenvironments.Thetheorysuggeststhatwhilesystemshavetheirowndistinctboundaries,theyalsorelate&interactwiththeirenvironmentaswellasothersystems.Thesystemisconstantlyself-correctingtofeedbackfromitsenvironmenttomaintainbalance.Becauseitisalwayschanging,focused,formaleffortsareneededtoholdthewholethingtogether(L’Etang,2008).

StAndrewsPartnershipoperatesasasysteminseveralcontexts.ItisbothafacilitatorofcommunicationamongthebusinessesinSAaswellasanadvocatefortheregiontooutsidepublics,includingtouristsandinvestors.StAndrewsinteractswithmultipleothersystems,especiallynowthattheorghasincreaseditsonlinepresence.Theseothersystemsofteninvolvestakeholdergroupswhosemotivations,desires,andkeyinformationsourcesshouldbeconsideredwhendrawingupcommunicationsplans.

StakeholderTheory/Perspective

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Stakeholdergroups,motivationsandkeyinformationsourceshavebeenusedindevelopingthekeymessagesforthecathedralproject.AlistofstakeholdersintheSACathedralprojectcanbefoundinAppendixIII.Thesestakeholdershavebeenconsideredfortheirpowerinmakingthecampaignasuccessaswellastheirinterestindoingso.Thisresultedinaninterest/powermatrixofrelevantpublics,whichcanalsobefoundinAppendixIII.Inthestrategy,Ihavedevelopedkeymessagesandcontentforgroupsofstakeholders.Someindividualsandorganisationsarepresentinmorethanonepublic,butkeymessageshavebeentailoredforeachgroup.

Asadestinationmanagementorganisation(DMO),SAPoperateswithinthesphereoftourismmarketing,evenasanonpro`itorganisation.Thismeansthatitsstakeholdersdonotonlyinvolvepeopleinterestedintheirprojects,butalsoothergroupswhoworkwithinorforthedestinationitself.Middletonarguedthatsurvivalforthesegroupsincreasinglyinvolvesforgingrelationshipsforcooperationwithotherdestinationstakeholders.AccordingtoMiddleton,destinationmanagementorganisationsneedtocontinuallyrecognisethattheirconductmustrevolvearoundthelong-runinterestsofallstakeholders(Middleton,2009).

Organisation-PublicRelationshipTheory

Ratherthanfocusingonmassmedia,thisreportre`lectstherecenttrendoffocusingeffortonrelationshipmanagement.TherelationshipmanagementperspectiveofpublicrelationsmaintainsthatPRbalancestheinterestsofstakeholdersandthoseoftheorganisationbymanagingtherelationshipbetweenthemusingstrategiccommunications(Ledingham,2008).Coombsarguedthatmasscommunicationtheoryistoolimiting,asrelationshipshavebecomethemainfocusofPRthinkingandpractice(Coombs,2001,asquotedinWaters).GrunigandHondevelopedorganisation-publicrelationshipevaluationcriteriatohelporganisationsestablishandmaintaingoodrelationshipswiththeirpublics(IPR,1999).Forthepurposesoffundraising,RichardWatersappliedrelationshipcultivationtodonorsandnonpro`itsin2008.Watersnotedthatalldonorsshouldbeconsideredwhencultivatingrelationships,notjusttheelite,high-quantitydonors.Forthisreason,Ihavedevotedjustasmuchattentiontocreatingmessagesforindividual,one-timedonors(previousindividualdonors,localresidents,tourists,andstudents)asthehigher-pro`iledonors(businessassociations,corporations,grant-fundingbodies,etc).

HonandGrunigbasedtheirrelationshipmanagementononfourdimensionsofrelationshipquality:trust,commitment,satisfaction,andcontrolmutuality.Kellycalledthisattentiontocontinuedrelationshipswithdonors‘goodstewardship,’whichinvolvesthankingthedonor,continuingtocorrespond,showingthattheorganisationusedthedonationwisely,andresponsibly,anddevelopingtransparentaccountabilitypractices,especiallyonline(Kelly,1991).

Eventheliteraturehasnoticedthetrendofmovingrelationshipmanagementonlineandstrategieshavebeendevelopedfortheserelationships(Waters,2007).Industrydatashowsthatwhilecharitablegivingincreased2%in2015,onlinecharitablegivingincreasedby9%. Itwouldbeill-1

advisedtoignorethisopportunitytoreachsuchawideaudienceofpotentialdonors.

From the Blackbaud 2015 Charitable Giving Report.1

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Evaluation of Martyr’s Monument Campaign: Lessons for the Future

TheMartyr’sMonumentprojectisthemostrecentfundraisingprojectthatStAndrewsPartnershiphascompleted.Theprojectraisedapproximately£155,000 tomaintainaniconic2

monumentneartheOldCourse.Theprojectwascompletedbetween2010and2011,anditsstrategiesconsistedofappealingtolocalresidentsviadirect-mailappealsandpersonalappealstolocalbusinessownersandbusinessassociations.

Appealstoindividualsmainlydependedonresponsetoaprintedbrochurethatwasdeliveredtolocalresidentswithamail-orderreturnform.ThisbrochurecanbefoundinAppendixIV.Almostallindividualdonationsweremadeviacheque,withonlyonebeingmadeviaPaypalandonlysixaltogetheronline. Theonlineeffortsconsistedofadedicatedwebsitethatpublishedperiodicupdates3

abouttheprogressoftheproject. 4

FIGURES 1 & 2: DONATIONS BY STAKEHOLDERS & DONATION METHOD.Pleasenotethatthesechartsrefertothepercentofindividualdonations,notpercentofthetotalamountraised.

Onemethodofincreasingdonationsbynon-localsandtouristswillbethroughprovidinganeasy-to-accessdonationplatformanddirectlinkstoitonSAP’shomepageandsocialmediaaccounts.Severalfactorscontributetothenecessaryincreaseinonlineappeals.Peoplearebothmorelikelytodonateonlinenow,andmoreplatformsareavailablefordoingso.Crowdfundingwebsitesandsocialmediasharesbydonorsareavailableaswell,anoptionthatwascompletelyignoredintheMartyrsMonumentcampaign.Forexample,Facebooknowhasa“Donate”buttonfornonpro`itsand

According to campaign spreadsheet provided by St Andrews Partnership2

Campaign spreadsheet3

martyrsmonument.standrews.co.uk4

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allowspeopletosharethattheycontributed ,andstudieshaveshownthatpeoplearemorelikelyto5

givewhentheyseetheirpeersdoingso(Carman,2004).

Whileagreaternumberofindividualsdonatedthandidbusinesses,thegreatestamountoffundscamefrombusinessassociationsinthearea,includingseveralhigh-pro`ilepledgesthatwerenotneededafterthefundraisingcampaignwascompleted.Intheory,thoseorganisationsmaybepreparedtodonatetoasimilarproject,sincetheywerebefore,andweshouldappealtothemasaseparatesetofstakeholders.

Asigni`icantstrengthforthisprojectwasthemonument’sproximitytotheOldCourse,whereitisoftenfeaturedinthebackgroundofshotsduringinternationalgolftournamentshostedinStAndrews.ThislocationassetpartiallyextendstothecathedralduetoitsprominenceinStAndrews’skyline,whichissometimesfeaturedincontextshotsduringgolftournaments. 6

Thisproject’sstrengthwasinitsappealtolocalresidentsandbusinessassociationsinStAndrews.Relationshipswithlocalbusinessownersandbusinessassociationshavebeenmaintainedthroughlocalvisibility,personalvisitsfrommembersofSAPstaff,andregularnewslettersaboutSAP’sworkonbehalfofthecommunity.Wewillbuildonthisstrengthbymaintainingrelationshipswiththesedonorsasweappealtothemforfurtherassistance.

Asigni`icantweaknessofthecampaignwasthedif`icultyanyonewhowishedtodonateonlinewouldhavefaced.Onlysixtotaldonationsweremadeonline,andonlyoneofthosewasmadethroughthecharitygivingplatformontheStAndrewswebsite.Thisispossiblyduetothedif`icultyofgettingtotheplatformthroughthewebsite.Itisnotaccessibleoradvertisedfromthehomepage,andrequiresseveralclicksfromtheoriginalpointofentryto`ind.

Notably,VisitStAndrewsdidnothaveanInstagramatthetimeoftheMartyrsMonumentcampaignandhadonlyjustjoinedTwitterinJanuaryof2010.Atpresent,VisitStAndrewshas10kfollowersontwitterand2.7konInstagram, whichgivesthecurrentcampaignasigni`icantheadstart7

intermsofonlineaudiencesoverthepreviouscampaign.AccordingtoinformationfromSAP,theseaccountshavegrownorganically,andfollowersshouldallbeconsideredpeoplewhoaregenuinelyinterestedinStAndrews’success. 8

Fortune Magazine, November 2015. “With new ‘donate’ button, Facebook vies… 5

Meeting with Patrick, 9 February 2016.6

As of 30 April 2016, the twitter account @VisitStAndrews had 9,980 followers, and the Instagram account @VisitStAndrews had 2,690 7

followers.

Meeting with Patrick & Chris, 25 January 2016. 8

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Evaluation of Other Campaigns in Scotland

Togatherideasforthisproject,IresearchedonlineforsimilarfundraisingprojectsthathadbeensuccessfulrecentlyinScotland.Ialsogotintouchwithkeycontactsforafewofthoseprojectstolearnmoreaboutwhattheythoughtwerethemostimportantfactorsforasuccessfulcommunityfundraisingproject.

Afewkeythemesarosefrommyconversationswiththesepeopleandinmyonlinesearchings.First,it’sveryimportanttohavea“champion”foreachproject,someonewhoiswillingtobevocalabouttheprojectinthecommunity,preferablysomeonein`luentialwhowillstayconnectedtotheprojectforitsentirelength.CathyAgnew,oftheMoatBraePeterPanhouse,alsoreallystressedtheimportanceofamoresymbolicchampion,orapatron. 9

Thesecondthemewasthatitshouldbeveryeasyforpeopletodonate-theyshouldn’thavetothinktoohardaboutit.ThiscanbeseenintheonlineeffortsofgroupsliketheNationalChurchesTrust,whichhashandypre-designatedamountsof£20,£50,and£100onmostpagesofitssite. Notethatthisisavailablefromseveralpagesonthewebsite,andthe10

homepagehasadonatebuttoninthe“primerealestate”—thatis,thetop-rightcornerofthepage-whichindustrydatasuggestsyoushouldputtheactionyoumostwantpeopletotake. Anotheraspectofthissiteisthatits11

transparencyre`lectsKelly’s(1991)stewardshipmodelbeforepeopleevendonate.Theyshowwhatdonationscanbeusedforbasedonhowmuchadonorchoosestogive.Notably,theydonotguaranteethatyourdonationwillbeusedforthatpurpose,onlyshowthatitcouldbe,tohelpdonorsvisualisewhattheirgiftwillbeaccomplishingratherthanthemoneyleavingtheirpocket.

FIGURES 1 & 2: EASY DONATIONS, BUT NO PROMISES(BOTH FROM THE NATIONAL CHURCHES TRUST WEBSITE)

Phone Interview with Cathy Agnew. 9 March 2016.9

“Save Our Spires” campaign: http://www.nationalchurchestrust.org/support-our-work/donate 10

“Why people focus on the right-hand side of a design.” Creative Bloq. Published 17 March 2014. & “5 things your website should 11

include” by Donald Miller. �7

AsurprisingstrategythatIfoundinseveralprojectswasthecreationofaprinted“coffeetable”booktopublicisetheworkthat’sbeendone.Forexample,theOxfordshireHistoricChurchesTrust,whilefundraisingforaprojecttokeepseveralchurchesintheareaopen&accessibletothecommunity,publishedabookofphotosandstoriesaboutthechurchesthetrusthasadaptedforcommunityuse.ThisbookwasmentionedinablogpostontheNationalChurchesTrustblog, butnodirectpurchase12

linksweremadeavailable,whichmighthelpimprovesales.

Proposed Strategy & Key Messages

Stakeholdermappingallowsidenti`icationofpublics—stakeholderswhoareawareoftheissuesandwillbeexposedtomessagesfromSAP.Thesehavebeencategorisedusinganinterest/powermatrix,whichcanbefoundinAppendixIV.Thefollowinggroupshavebeenidenti`iedascriticaltothesuccessofthefundraisingcampaign:

KeyPublics:

• StAndrewsresidents

• localtourism-basedbusinessowners

• golfassociations

• touristsvisitingStAndrews

• students&alumnioftheuniversity

• donors&pledgesofMartyrsMonumentcampaign

• historicalandarchaeologicalsocieties

• otherStAndrewsdestinationorbusinessorganisations

• HES,NLF,andothergrant-givingbodiesinScotland

• Newsandmediaorganisations/commentators

• Localcouncilandothergovernmentgroups(localMP?)

Publicsarecross-referencedwiththeirlikelyinformationsourcesinAppendixIV.Fromthisreference,contenthasbeencreatedwithkeymessagesinbestmediaforseveralpublics,includinganemailcampaignforbusinessownersinStAndrews,anappealletterfordonorstotheMartyrsMonumentcampaign,blogpostelementsforhistoryfans,andadirect-mailbrochureforlocalresidents.Forpublicswhosekeymotivatorsorinformationsourcesareunclear,surveysshouldbeusedtogetmoredirectionbeforeanysigni`icantresourcesaredevotedtothem.

Tohelpencourageamorestrategicapproachtothiscampaignastheprocesscontinues,Ihavecreatedaresourceofkeymessages,suggestedcontent,andsomeprintdesignforthecampaigntodrawonasthefundraisingprocessgoesforward.

Churches for Communities: Adapting Oxfordshire’s churches for wider community use. Published 21 March 2014.12

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Thisresourcetakesintoaccountthedifferingmotivationsofmajorgroupsbasedontheirgoalsandpastbehaviour.Foramorecompletepictureofthestakeholdersconsideredandthewaytheyhavebeenprioritised,pleaseseeAppendixIII.Itisunderstoodthatthisstakeholderlistisbasedonanoutsider’sviewofthegroupsandisnotcomprehensive.

Thekeydifferencesinmessagesarebasedonwhatbene`itsoftheproject’soutcomewillbemostimportanttoeachgroup.Forexample,thebusinessownerswillbemoreinterestedinthebene`itstoStAndrews’destinationmarketingwhenthelightsareinplaceatoneofitsiconicattractions,whilelocalresidentswouldbehappiertohearaboutthewaythelightinghighlightsStAndrews’historicalsigni`icanceandheritage.

FollowingthestrengthsofthepreviousMartyrsMonumentcampaign,abrochurehasbeencreatedfordistributiontolocalresidentshighlightingthekeybene`itsofthecampaignforresidents.ThecurrentversionofthisbrochurecanbefoundinAppendixV.Sincethepreviousbrochure(AppendixIV)wasverysuccessful,thegeneraloutlineandcontenthavebeenkeptsimilar,andthebrochure’smessagesaredirectedspeci`icallyatlocalresidentswhowillreceiveitintheirmailbox.Thebrochureincludesadirect-responsestyledonationform,butshouldalsoincludeaneasy-to-typelinktoanonlinedonationplatformonceitissetup.Afewfreetoolsexistforlinkshortening, whichserve13

thedualpurposeofbeingeasiertouseinprintthanfull-lengthlinksaswellasbeingtrackable,soit’spossibletoevaluatethesuccessofprintedeffortsforbringingonlinedonations.Tokeeptrackofefforts,linksonsocialmedia,blogposts,orotherwebsitescanbeshortenedseparately,allowingSAPtotrackthesuccessofalleffortsandadjustanythingthatisn’tsuccessful.

Becausebusinessownersaremorelikelytouseemailthanothergroups, anemailcampaign14

hasbeencreatedforlocaltourism-basedbusinessowners,whowouldbemostinterestedinthemarketabilityandeconomicboonofthisprojectthanresidentsorothersmaybe.Basedoncopywriting“bestpractice”fromAmericanWritersandArtists, Ihavecreatedanemailcampaignthat15

involvesfourintroductoryandappealemails,thenincludesupdatesandrelationshipmaintenanceemailsbasedonKelly’sgoodstewardshipmodel(1991).

Inthenonpro`itsector,emailstrategyismoreimportantthanwebsitecontentforgettingdonations(Gilbert,2005)online.Gettingpotentialdonorsorinterestedstakeholdersonanemaillistisalsogoodstewardshipofdonations,allowingSAPtokeepintouchandmaintainatransparentrelationshipwithdonorsaswellasstayintheforefrontofpeoplesmindsshouldtheychoosetodonatetoanycause.Forthesereasons,Ihavecreatedwebsitecontentthatinvitespeopletosignuptothemailinglistaswellasdonatetothecampaign(AppendixVIII)basedonasetofFAQscreatedinconjunctionwithPatrick(AppendixXI).I’vecreatedfouremailstoleadbusinessownerstotheoptiontodonate,whichIrecommendsendingoutweeklyonMondays, withrecommendedsubjectlines. 16 17

bit.ly, goo.gl, ow.ly, and tinyURL.com are all free and allow for customisation of links for memorability.13

“Behavioural Economics in B2B Marketing” Earnest Agency Blog. April 2014.14

American Writers & Artists, Inc: Accelerated Program for Copywriters. 2010.15

Experian 2012 Q4 Email Benchmark Report.16

Email Subject lines are based on Adestra July 2012 report on subject line success rates.17

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Toincreaseexposuretothewebsiteappealandemailmailinglist,thecurrentVisitStAndrewsblogcouldinvitelocalreligioushistorianstocontributeblogpostsaboutthesigni`icanceofthecathedralinScotland’sreligioushistory,fromitshostingoftherelicsofStAndrewstoitspartialdestructionafterJohnKnoxpreachedthere. Toreachawholenewaudiencefortheseblogposts,18

socialmediapromotionofthesepostscouldbedirectedathistorical,archaeological,andheritagegroupsin(orabout)Scotland.Tomakesurethatviewersofthesepostsareawareoftheproject,astandardCall-To-Actionfootercouldbeincludedineachpost.SuggestedcontentforthisfootercanbefoundinAppendixIX.

Forgroupswhoseprioritiesandmotivationsareunclear,thebestcourseofactionwouldbetosurveyafewindividualsinthegrouptoclarifybeforecreatingcontentormediadirectedatthem.Thiscouldbedonewithfreetoolsonline, andsamplingwouldbebasedonSAP’sjudgmentor19

convenience.Studentsareonegroupforwhommotivationstodonatemaybeunclear.Tohelpclarifywhatmessagesshouldbedirectedtothem,anexamplesurveyforstudentsattheuniversitycanbefoundinAppendixX.

Info from Historic Environment Scotland’s overview of the property.18

SurveyMonkey, Kwiksurvey, Google forms, Typeform, and Zoho survey all have free options.19

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Appendix I: Sources

Baker,H.(2005).“Tsunamireliefgiving”,availableat:www.philanthropy.iupui.edu/

tsunami_relief_giving_1-18-05.html

Carman,K.G.(2004).SocialIn`luencesandthePrivateProvisionofPublicGoods:EvidencefromCharitable

ContributionsintheWorkplace.HarvardUniversity.Retrievedfrom:http://www.rwj.harvard.edu/

scholarsmaterials/carman/SocialIn`luences.pdf

Gilbert,M.(2005).TheGilbertE-mailManifestoforNonpro`its.InT.Hart,J.M.Green`ield&M.Johnston(Eds.),

NonproHitInternetStrategies(pp.329-331).Hoboken,NJ:JohnWiley&Sons,Inc.Retrievedfrom:https://

www.odi.org/sites/odi.org.uk/`iles/odi-assets/publications-opinion-`iles/6495.pdf

Hon,L.C.&Grunig,J.E.(1999).GuidelinesforMeasuringRelationshipsinPublicRelations.InstituteforPublic

Relations:GoldStandardPaper.

Kang,S.&Norton,H.E.(2004).NonprofitOrganizations’useoftheWorldWideWeb:Aretheysuf`iciently

fulfilingorganizationalgoals?PublicRelationsReview30(1),279-284.

Kelly,K.S.(2001).“Stewardship:the`ifthstepinthepublicrelationsprocess”,inHeath,R.L.(Ed.),Handbookof

PublicRelations.ThousandOaks,CA:Sage.279-289.

Kelly,K.S.(1991).Fundraisingandpublicrelations:Acriticalanalysis.Hillsdale,NJ:LawrenceErlbaum

Associates.

L'EtangJ.(2008).PublicRelationsConcepts,PracticeandCritique.London.SagePublications.

Ledingham,J.A.(2003).ExplicatingRelationshipManagementasaGeneralTheoryofPublicRelations.Journalof

PublicRelationsResearch,(15)2,181-198.

Middleton,V.(2009)."Environment;tourism;amarketingperspective”inSustainableTourism:AMarketing

Perspective.London,UK:Routledge.

Phillips,D.(2006)."Towardsrelationshipmanagement".JournalofCommunicationManagement.10(2),211-226.

Rawlins,B.L.(2006).CommissiononPublicRelationsMeasurement&Evaluation.PrioritizingStakeholdersfor

PublicRelations.

Waters,D.R.(2008).Applyingrelationshipmanagementtheorytothefundraisingprocessforindividualdonors.

JournalofCommunicationManagement.12(1),73-87.

Waters,R.D.(2008).Applyingrelationshipmanagementtheorytothefundraisingprocessforindividualdonors.

JournalofCommunicationManagement.12(2),73-87.

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Appendix II: Situation Analysis

PESTELAnalysisofcathedralissues

SWOTAnalysisofcathedralproject

//

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Appendix III: Stakeholders

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Appendix IV: Martyrs Monument Campaign Flyer

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Appendix V: Brochure Content & Design for Local Residents

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Appendix VI: Letter to previous donors / pledges

DearDonor,

Fiveyearsago,yougenerouslysupportedStAndrewsPartnershipinoureffortstorestoretheiconicMartyrsMonumenttoitsformerglory.Thankstograciousbenefactorslikeyou,thatprojectwasagreatsuccess,andthemonumentandinformationarestillmemorialisingimportant`iguresinourhistorytothisday.

Today,wehaveanothericonofStAndrewstoaddress.Theepitomeofourbelovedtown'shistoricalandreligioussigni`icancetoScotlandisourinternationally-recognised12thcenturycathedral.

StAndrewsPartnershipandHistoricEnvironmentScotlandhaveagreedtoilluminateourcathedralintheevenings,especiallyduringthelongwinternights,inclassicwhitelight-aswellasanycolouryoucanimagine.

Torealisethisvision,ourcommunitymustraise£145,000forstate-of-the-art,energy-ef`icientlightingaswellascareandmaintenanceforthenext15years.

Imagine-thesuccessfulcompletionofthisprojectwillstillbebeneHitingourcommunitywhenourtoddlersaregrown.

Becauseweknowyoucaredeeplyforourcommunityandhavebeeninvolvedinotherprojectsforitsbene`its,we'vecometoyou`irsttopartnerwithusinthisproject.We'vedoneallthelegworktomakesurethisprojectisenvironmentally-friendly,unobstructive,and`inanciallysound.

Allthelightingandwiringonthecathedralgroundswillbeinstalledbycapableprofessionalsinlocationswhere`ittingsalreadyexist.Nonewgroundwillbebrokenordisturbedfortheproject.

Onereasonthisprojecthasbecomeviableistherecentdevelopmentofsigni`icantlyimprovedLEDtechnology:thelightsilluminatingthewholecathedralwilluselessenergythanateakettle.

Finally,we'vemadesurethisprojectis`inanciallyprotected.Allmoneydonatedforthisprojectwillbecarefullysetasideonlyforitsimplementation-evenifStAndrewsPartnershipceasestoexist,thefundingforthecathedral'silluminationwillstillbeusedforthatpurpose.

Lightingthecathedralwillnotonlybeautifythecommunity,butalsobringmorerecognitiontoStAndrewsasabeautiful,uniquedestinationforvisitorstoScotland.

Wehopeyou'llchoosetobeapartofthisonce-in-a-lifetimeproject.

Please`indenclosedaformfordonationsbymail,orvisitourwebsitetomakeaone-time,charitablegift.

Sincerely,StAndrewsPartnership

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Appendix VII: Email campaign to local business owners

[email1]

Hello[INSERTBUSINESSOWNER'SNAME],

OverhereatStAndrewsPartnershipwe'reworkingonsomebigprojects,andwewanttokeepyouinformedaboutwhat'sgoingoninyourcommunity.

Rightnow,afundraisingappealisunderwaytofundsomethingveryexcitingforStAndrewstourism-partneringwithHistoricEnvironmentScotland,we'vegainedapprovalto`loodlighttheStAndrewsCathedralruinsin2017.

Webelievethatilluminatingthecathedralwillbene`itthelocalcommunityandeconomyinseveralways.

Asyouwellknow,muchoftheStAndrews'economyisbuiltontourism,andthisprojectwillhelpmakeoneofScotland’smosticonicsitesevenmoreappealingthroughouttheyear,attractingmorevisitorsandsupportinglocaljobs.

MakingtheruinsvisibleatnightwilladdanotherstrikingelementofbeautytotheStAndrewsskyline,particularlyinthedarkerwintermonths,whenthetown’sresidentswillmostappreciatethelighting.

Formoreinformationortogetinvolvedinthefundraisingprocess,simplyreplytothisemail.

We'dbegratefulifyouwouldsharethisprojectonyourcollectivesocialmediapages-ourprojectwebsiteis[INSERTLINK],whichincludesdonationlinks,andwe'llbesharingupdatesonourVisitStAndrewsTwitterandInstagrampro`iles(@VisitStAndrews).

Moreinfotocomeastheprojectprogresses!

Best,

SAPTeam

[email2]

Hello[INSERTBUSINESSOWNER'SNAME],

JustwantedtokeepyouupdatedontheCathedralLightingProject-we'vebeenworkingawaytomakethisprojectagreatsuccessforourlocalcommunity.

AspartofHistoricEnvironmentScotland'scriteriaforapprovingthisproject,we'veagreedtoraiseenoughfundstokeepthestate-of-the-artLEDlightsthatwe'llinstallmaintainedandpoweredforthenext15years.

Imaginethat!Oncethisprojectiscompleted,itwillbebene`ittingStAndrews'tourismbrandandimageforoveradecadetocome.

Wewon'tbesettingfootonthecathedralgroundsuntilwehaveenoughfundstoguaranteethisprojectwillbeasuccess-wouldyouliketobeapartoftheprocess?

Pleasesharethisprojectwithyourfriends,businesspartners,andcustomers.Weknowthatsomanypeoplewouldbegladtobeapartofsomethinglikethisifonlytheyknewaboutit.Feelfreetoshareyourthoughtsonline-ourprojectwebsiteis[INSERTLINK],whichincludesdonationlinks,andwe'llbesharingupdatesonourVisitStAndrewsTwitterandInstagrampro`iles(@VisitStAndrews).

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Formoreinformationortogetinvolvedinthefundraisingprocess,simplyreplytothisemail.

Moreinfotocomeastheprojectprogresses!

Best,

SAPTeam

[email3:appeal]

Hello[INSERTBUSINESSOWNER'SNAME],

HaveyouseenthesephotosofthelatesttestoftheCathedral'slights?[INSERTLINKTOPHOTOS]

Ourprojecttoilluminateouriconiclandmarkistrulyunderwaynow.Ourtentativetimelineforinstallingthelightsis:[INSERTDATE]

Becauseweknowthisprojectwillbene`itallmembersofthecommunity,butespeciallythoseofusluckyenoughtobeapartofStAndrews'tourismeconomy,we'dlikeyoutobeapartofit.

Pleaseconsidergettinginvolvedinthisprojectbymakingaone-timegiftorpledge-we'llbegladtodiscusshowwecanbestpubliclyacknowledgeyourgift.Getintouchbyreplyingtothisemailorphoning[INSERTNUMBER].

Best,

SAPTeam

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Appendix VIII: Suggested Website Content

StAndrewsCathedralisoneofScotland’smostspectacularandmemorablesights.Thecathedralwasatonetimebeautifully`loodlit,butthelightsweredecommissionedaround10yearsago.Wearenowraisingfundstoinstallnew,high-qualitylightingwhichwillilluminatethisScottishiconforyearstocome.

Builtinthe12thcentury,StAndrewscathedraldominatedthehistoryofthemedievalchurchinScotlanduntiltheReformationin1560.SubstantialandbeautifulfragmentsofwhatwasonceScotland'slargestandmostimpressivecathedralsurvivedthereformationanddominatetheskylineofStAndrewstothisday.

Webelievethatilluminatingthecathedralwillbene`itthelocalcommunityinseveralways.MuchoftheStAndrews'economyisbuiltontourism,andthisprojectwillhelpmakeoneofScotland’smosticonicsitesevenmoreappealingthroughouttheyear,attractingmorevisitorsandsupportinglocaljobs.MakingtheruinsvisibleatnightwilladdanotherstrikingelementofbeautytotheStAndrewsskyline,particularlyinthedarkerwintermonths,whenthetown’sresidentswillmostappreciatethelighting.

Togetperiodicupdatesaboutthisproject,enteryouremailhere[LINK].Ifyousignup,we'llkeepyouinformedaboutfundraisinggoalsandmilestones,projecttimelines,andanyupcomingevents.

Tomakeaone-timegift,clickhere[LINKORBUTTON].

WhoisStAndrewsPartnership?

StAndrewsPartnership’smissionistohelpStAndrewsbecomeanevenbetterplacetolive,work,studyandvisit.Wehelptopreserveandenhancethetown’shistoricalenvironment,andbydoingso,increaseitsappealtovisitors.Webringtogetherthetown’sresidentsandbusinesseswithpublicagencies,workingcollaborativelyformaximumeconomic,culturalandsocialbene`it.

Togettoknowusbetter,followusonTwitterorInstagram@visitstandrews.

Formoreinformationortogetinvolvedinthefundraisingprocess,`indusat42SouthStreet,StAndrews,Fife,ScotlandKY169JT,orviae-mailatinfo@standrews.co.uk.Youcan`indoutmoreaboutusonourmainwebsite,www.visitstandrews.com/B2B

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Appendix IX: Suggested Blog Post Footer & CTA

AreyouasupporterofScottishhistory&heritage?

BeapartofbringinglighttoStAndrewshistorybydonatingtoourcurrentproject-we'reilluminatingStAndrews'iconic12thcenturycathedralforthebene`itofourlocalcommunityandvisitors.

Learnmorebyvisitingourdedicatedsite[LINK]orgoaheadandmakeaone-timedonation[LINK].

Notreadytogive?Sharetheprojectwithfriends&colleaguesonsocialmedia!Youcan`indusonTwitterorInstagram@VisitStAndrewsoronFacebook/Visit.St.Andrews.

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Appendix X: Survey for Students

StAndrewsPartnershiphastheaimofincreasingtheyear-roundvalueoftourismtoStAndrews,FifeandScotlandasawholebydevelopingthedestinationinaholisticway–harnessingallofthetown’sstrengths,businesses,andpeopletoworktogetherformaximumeconomic,culturalandsocialbene`it.

Toimproveourmessagesregardingourcurrentfundraisingproject,we’dliketoaskyouafewquestions.

Participationisvoluntaryandyoumaywithdrawforanyreasonatanytimeintheproceedingsbyclosingyourbrowser.Restassuredthatalldatacollectedwillremaincompletelyanonymousand,ifpublished,willnotbeidenti`iableasyours.

Ifyouwishtowithdrawatanytime,simplycloseyourbrowser.

[BEGIN]

AreyouawareofStAndrewsPartnership’scurrentfundraisingprojecttoinstallLEDlightingtoilluminatetheStAndrewsCathedral? -yes -no -notsure

HowoftendoyouvisittheCathedral? -Ihavenevervisitedthecathedral -Ivisitonceortwiceayear -atleastmonthly -veryoften

Whatisthe`irstwordthatcomestoyourmindwhenyouthinkofthecathedral?[open-endedquestion]

DoyouthinklightingthecathedralwillcontributetoStAndrews’touristeconomy?[open-endedquestion]

Whatdoyouthinkismostimportantaboutthecathedral? -thetourismbusinessitattracts -itshistoricalsigniHicance -itsbeautyforresidents -itssentimentalsigniHicancetoStAndrewslocals&residents

Arethereanyotherbene`itstoilluminatingthecathedralthatyouthinkareimportant?[open-endedquestion]

Doyouhaveanyconcernsabouttheproject? -no,itallsoundsgood -itsoundslikeagoodidea,butIhavesomeconcerns -Idon’tthinkit’sagoodidea

Ifso,whatissuesconcernyou?[open-endedquestion]

Wouldyoubewillingtodonatetothelightingfund,ifasked?(Youwillnotbeaskedtodonatemoneyaspartofthissurvey.) -yes -no -maybe

Whatmethodswouldyouconsiderfordonating?

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-paypal -otheronlineportal -cashinatin -mailedcheque -moneyorder

WheredoyoumostoftengetinformationaboutwhatisgoingoninStAndrews? -email -socialmedia -messageboards[ifso:wherearethey?] -wordofmouth -newspaper -other[pleaselist]

WouldyoubeokaywithbeingcontactedbySAPaboutyourresponses?Ifso,pleaseincludeanemailaddressorphonenumberhere:

Thankyouforparticipatinginthisquestionnaire!Wereallyappreciateit.

Ifyouhaveanyquestions,comments,orwantmoreinformation,contactStAndrewsPartnership:info@standrews.co.uk

[CLOSE]

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Appendix XI: FAQ Document Developed with Patrick

Whatisthisprojectabout?

StAndrewsCathedralisoneofScotland’smostspectacularandmemorablesights.TheCathedralruinswereatonetimebeautifully`loodlit,butthelightsweredecommissionedaround10yearsagoWearenowraisingfundstoinstallnew,high-qualitylightingwhichwillilluminatetheruinsinthefuture.

Whoisinvolvedinthisproject?

TheCathedralismaintainedbyHistoricEnvironmentScotland(HES),whoensurethepropertyislookedafterforthebene`itoffuturegenerations,andalsowelcomevisitorsthroughouttheyear.StAndrewsPartnership(SAP),awell-establishedlocalcharity,isundertakingthefundraisingfornewlights,withtheapprovalofHES.

WhyisSAPthebestgrouptotacklethisproject?

StAndrewsPartnership’smissionistohelpStAndrewsbecomeanevenbetterplacetolive,work,studyandvisit.Wehelptopreserveandenhancethetown’shistoricalenvironment,andbydoingso,increaseitsappealtovisitors.Webringtogetherthetown’sresidentsandbusinesseswithpublicagencies,workingcollaborativelyformaximumeconomic,culturalandsocialbene`it.

Howwillthisprojectbene=itthecommunity?

SAPbelievesthatlightingthecathedralwillbene`itthelocalcommunityinseveralways.MuchoftheStAndrewseconomyisbuiltontourism,andthisprojectwillhelpmakeoneofScotland’smosticonicsitesevenmoreappealingthroughouttheyear,attractingmorevisitorsandsupportinglocaljobs.MakingtheruinsvisibleatnightwilladdanotherstrikingelementofbeautytotheStAndrewsskyline,particularlyinthedarkerwintermonths,whenthetown’sresidentswillmostappreciatethelighting.

Howmuchisitgoingtocost?

Thecurrenttargetamountis£135,000-thiswillpayforthepurchase,installation,maintenanceandrunningcostsofthelightsforthenext20years.

Whywillitcostsomuch?

Therearetworeasons.Firstly,wearedeterminedtoinstallthebest-qualitylightingthatwecansource.ThesystemselectedwillfeaturethelatestLEDtechnology,usingpowerfulandhighlyenergy-ef`icientlightswhichwillprovidespectacularresultswithaminimumofenvironmentalimpact.Secondly,ouraimistoraiseenoughmoneyattheoutsetnotjusttobuyandinstallthelights,butalsotoguaranteetorunandmaintainthemforthenext20years.Thatway,youcanbesurethatyourdonationwillstillbeappreciatedformanyyearstocome.

HowcanIbesuremydonationwillbeusedonlyforthisproject?

Allmoneydonatedforthisprojectwillbeplacedinanaccountthatislegally

Whathappensifthelightsprojectdoesnotgoahead?

Intheunlikelyeventthattheprojectisnotcompletedasplanned(eitherthroughlackoffundsoranyotherunforeseenreason)youwillbecontactedandwillbegiventheoptionofhaving100%ofyourdonationrefunded.

Howlongwillthistake?WhenwillwebeabletoseetheCathedrallitup?

Thefundraisingcampaignislikelytotakeseveralmonths,orperhapslonger.Wewillnotorderandinstallthelightsuntilallthefundingisinplace-soitislikelytobe2017beforethelightsareswitchedon.

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Howlongwillthelightslast?

Asdescribedabove,weareguaranteeingthatthelightswillbeoperatedforatleast20years,nomatterwhathappensinrespectofStAndrewsPartnership’sotherprojectsor`inances.

WhocanIcontactifIhavefurtherquestions?

StAndrewsPartnershipcanbecontactedat42SouthStreet,StAndrews,Fife,ScotlandKY169JT,orviae-mailatinfo@standrews.co.uk.Youcan`indoutmoreaboutusatwww.visitstandrews.com/B2B

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