What is A Million Miracles?

• Sightsavers’ largest fundraising campaign ever

• Single message across all channels and markets

• Aims to raise £30m ($50m) to fund a million operations to restore, protect and save people’s sight in some of the poorest parts of the world by 2018

The power of storytelling

• I’ll tell you a few of the stories around putting the campaign together

• They reveal how we work, what we do

• Most importantly, they give voice to the beneficiaries and health workers who deliver on our behalf

• And they’re interesting people we can get to know (and care about)

Creating a story

• Location – research

• Cast of characters – their back stories

• A story plan

• Recce – ‘auditions’, get country teams and partners on side

• Agree plan to identify candidates for surgery

• Background filming and interviews

• Technical requirements

Potential reach of

11.3 million from radio broadcasts

20 million opportunitie

s to view MM media coverage

online

37,365 engagements

with our social media

and 2,754 new followers

irishtimes.com, ibtimes.co.uk and the journal.ie also referred the same

number of people.

The Daily Mail referred 150 visits where one in 10 people donated,

one donation totalling £1,000.

1,503 posts by children

to 100wc.netfor their

‘100 word challenge’

45 supporting posts from influential bloggers

2 Twitter ‘takeovers’

from supporters of

the appeal

10,963 views of MM

website from Twitter and Facebook

78,000 views of MM

videos on YouTube

10 million opportunitie

s to view MM tweets on Twitter

2,840,000 opportunitie

s to view print

features

230,000+ emails sent to

supporters

No# of donations in this period =

55,000Worth £4.678m

#SeeTheMiracle

October 2013

721,000 saw our posts (increase of 1,230%)21,830 engagements (increase of 730%)

5,341 visited a Sightsavers website (increase of 10,800%)

1,217 new likes of our page (increase of 1,300%)

October 2014 – Jan 2015 77,971 video views (increase of 8449%)

1622 hours spent watching (increase of 10,037%)Fundraising ROI on video advertising: 79%

(Recruitment)

1,235,763 saw our tweets (increase of 532%)15,535 engagements (increase of 4,665%)

5,622 visited a Sightsavers website (increase of 670%)

668 new people followed us (increase of 540%)

2,123 tweets using the hashtag348 people using it

54,207 saw our posts2,627 engagements

49 visited a Sightsavers website from link

87 new likes

912 views16 hours spent watching

195,500 saw our tweets326 engagements

733 visited a Sightsavers website from link

104 new followers

October2014

Lynne Featherstone18,300 followers

Zoe Wanamaker3,346 followers

Richard E Grant 89,800 followers

DFID170,000 followers

Dr Dawn43,500 followers

Olly Murs5.83 million followers

Stephen Fry8.45 million followersThe Mail Online

Reach: 11,792,392

The Metro OnlineReach: 600,000

ITV.comReach: 332,444

The Telegraph OnlineReach: 1,800,000

UK government has been extremely supportive of A Million Miracles appeal and

#SeeTheMiracle. DFID and Lynne Featherstone both provided

social media materials for the appeal.

We had some great feedback from the team at DFID: “The digital team here are really impressed with this activity, and we are all very pleased with the visibility of UKAM, so thank you and well done.”

Lynne Featherstone wrote a guest blog for

millionmiracles.org on why the government was supporting the campaign, and had submitted a question to be asked in the live

broadcast.

This figure represents all our global Million Miracles fundraising

activity between October 2014 and January 16th 2015.

Fundraising’s top line income figure for the 3 months from October ‘14 to January ‘15 is:

£4.678 million

Tots 100 21,000 followers

TravMonkey13.571 followers

‘100 word challenge’ asks children to submit 100

words around a prompt. Week 6 supported See

The Miracle and received 1,500 submissions – the

highest ever.

Tara Cain is the UK’s leading parenting blogger. She dedicated her weekly

Gallery – inviting people to submit photos around a

theme – to See The Miracle and received 25

submissions.

Two highly influential tweeters gave their profiles over to See

The Miracle for a morning, taking on the persona of Winesi

and Dr Msukwa to raise awareness.

“How would you cope without it [sight] if your family relied on you to

work in order for them to eat?”

@thinlyspread - 7,407 followers

“Sight is an unconscious privilege for the majority

who can see.”@Cheshire_Claire – 5,392

followers

“Getting sight back, even just getting back to perfect sight after

shortsightedness, is quite something. It changed

our family hugely.” @playmerrily - 3,527

followers

“Everyone's eyes tells a story and they are

beautiful.”@susankmann – 7,347

followers

“Here is a simple post about a simple procedure that has incredible

outcomes.“Blindness for anyone is devastating. In a developing country it can mean isolation and exclusion. Inability to work or gain education. It creates a

dependency few can afford.”@helloitsgemma - 4,611 followers

Storytelling across channels

• Different channels allow you to reach a wider range of audiences and reinforce messaging

• Digital platform allows for step change in impact

• Live broadcast at the actual time is less important – more people will watch at their leisure

• Risks are good if managed well and you can get your messages out in real time

Seminar

22 January 2015

London

#charitystorytelling

Storytelling:bringing your

communications to life

Sponsored by

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