SO, WE SET OURSELVES

FOUR AIMS:

➔ RAISE

➔ REACH

➔ RECOGNISE

➔ REWARD

➔ After four decades, The Prince’s

Trust was a well known charity.

But, with the media perception that

‘unemployment is fixed’ we

needed to take a new approach to

raise our profile.

RAISE REACH

Major Donor

Appeal

Gala Event

40

Commercial

Products

RECOGNISE REWARD

Landmark

TV Show

40 Years

Impact

Report

Brand Ad

Campaign

40th Birthday

Celebrate

Success

Awards

Recognition

for HRH

Ambassador

Activity

Garden Party

to Thank

Volunteers,

Staff and

Supporters

Nations and

Regions

Merchandise,

Xmas Cards,

Pins etc.

The Prince’s Trust 40th Birthday

DOCUMENTARY

➔ A total of 7.7m viewers in the

first week, plus repeats globally

➔ 800 pieces of media coverage

➔ Our tweets totalled 2.8 million

impressions and Facebook

delivered 4.5m million

➔ 1000% increase in potential

supporters to our website

➔ Our approach and lessons

learned

MAJOR EVENTS

➔ Buckingham Palace Dinner for

our closest friends

➔ Celebrate Success at the

Palladium was our biggest and

best yet

➔ Garden Party at Buckingham

Palace celebrated the

contributions of 5,500 friends

➔ Most events around the UK

raised more than ever

➔ Palace to Palace achieved

fundraising of £603k (up from

£498k)

➔ Our approach and lessons

learned

#partofPT

➔ We toured the UK, visiting 17

locations, engaging with key

stakeholders and the public and

collecting messages of support

➔ The online platform captured

almost 4,000 videos, photos and

quotes

➔ We presented HRH with a video

book of memories at the Garden

Party

➔ Growing our community on

social media

➔ Our approach and lessons

learned

THANKS A MILLION DAY

➔ On Monday 22nd February we

said thanks a million

➔ Staff, volunteers and partners

were thanked face to face, on

the phone, via email and social

media

➔ We directly contacted 400+

funders

➔ It was such a success that we

want it to become an annual

event

➔ Looking to extend it and

generate commercial income

40th

REPORT

➔ Published on July 26th to

coincide with Royal visit

➔ Demonstrated that the Trust has

contributed £1.4 bn to society in

the last decade alone

➔ 400 pieces of media coverage,

including Radio 4, Radio 5, BBC

News, The Times, The Mail, The

Telegraph and The Sun

➔ Our approach and lessons

learned

PRINCE’S TRUST

COMMUNITY

➔ We got back in touch with 140,000

people

➔ Communicating regularly with

90,000 people

➔ Our new, bigger community has

supported other activities – such

as Palace to Palace

➔ We held some intimate events for

closest supporters

➔ We now have many more legacy

pledges

➔ Testing a new giving scheme –

£1 to 25,000

➔Our approach and lessons learned

PARALLEL LIVES

➔ Pro-bono campaign created

by CHI won two Cannes Lions

➔ Video viewed 400,000 times on

line and reached 800,000 in

cinemas

➔ Generated 25,000 visits to

website and 1,600 sign-ups to

Prince’s Trust Community

➔ Working with CHI on new

narrative and creative for 2017

WHAT NEXT?

ONE MILLION YOUNG

LIVES CAMPAIGN

➔ Launched our major gifts

campaign to make a step

change in bigger philanthropy

➔ Campaign board, small dinners

and research has worked well

➔ We have now raised £40m

➔ This has lifted our ambitions and

confidence and will boost all our

philanthropy fundraising in 2017

MEDIA COVERAGE

Coverage of our 40th anniversary

activities was high profile in the

mainstream media:

➔ The reach of the coverage secured

to date is 330m people

➔ Our position in the Charity Brand

Index increased from 52 to 33

RAISE REACH

Major Donor

Appeal

Gala Event

40

Commercial

Products

RECOGNISE REWARD

Landmark

TV Show

40 Years

Impact

Report

Brand Ad

Campaign

40th Birthday

Celebrate

Success

Awards for

Young

People

Recognition

for HRH

Ambassador

Activity

Garden Party

to Thank

Volunteers,

Staff and

Supporters

Nations and

Regions

Merchandise,

Xmas Cards,

Pins etc.

The Prince’s Trust 40th Birthday

Employability Education

We help young

people to get a

decent job.

We help them to

develop the skills

and confidence to

find employment.

We support

employers to find

motivated young

people and

diversify their

workforce.

Social

Mobility

Mental

Health

A third of young

people still don’t

get five good

GCSEs.

We help young

people to achieve

in education,

whatever barriers

they may have

faced.

This is vital for

their future

success.

Too many young

people grow up in

poverty.

We can help them

escape poverty by

getting a decent

job.

This is good for

them, their families

and society as a

whole.

Mental health and

emotional wellbeing

issues are

increasingly

common.

Young people are

facing extraordinary

pressures in their

daily lives.

The single thing that

can make the

biggest difference is

getting a job.

Narrative for 2017 and beyond:In an uncertain world young people are feeling extraordinary pressure

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

Making the news:

generating positive PR

for your charity

Supported by

30 November 2017

London

#charityPR