Back to the future

Tuesday, July 3rd, 2018
Institute of Fundraising Awards - winning fundraising campaigns for Terrence Higgins Trust and Unicef

It’s been a funny year in fundraising. By which I mean it’s been difficult and often deeply unfunny. So, even more so than the previous event, the IOF Awards do last night started out feeling a bit like a much-needed support group meeting.

But, once the wine started flowing and Stephen K Amos found a way to make even the pre-records funny, everyone got a bit silly and our partners won some awards. Phew.

First up was some work that we all love and which has been a bit of a beacon at Open over the last couple of years – Terrence Higgins Trust’s Be Proud. Be Sexy. Be Safe. campaign.


Terrence Higgins Trusts' Be Proud. Be Sexy. Be Safe fundraising campaign tote bag
If you didn’t see our very own @fiona_pattison and @aliwalker84 presenting yesterday, this campaign uses laser-sharp targeting and Facebook Lead Ads to engage people with the cause and then seals the deal with a bit of (dare I say it) good old fashioned Direct Marketing. The end result of all this cleverness is a very, very cost-effective fundraising programme that’s brought a ton of new, engaged supporters to THT.

There was then (for team Open) a bit of a frustrating interlude where Scope’s much-lauded Mindful Monsters was pipped for three awards. Ouch.

But then, thankfully, Unicef bagged the award that, as a DM dinosaur, I’d really been hoping for – Best Use of Insight for its GDPR work.

Unicef's GDPR Consent campaign won at the Institute of Fundraising Awards and IoF Insight Awards


This project – which also won the IOF Insight Group Award – combined a bunch of data analysis, modelling and qualitative research to create a campaign that made sure a huge chunk of UNICEF’s supporters weren’t snatched away by GDPR. 

The whole thing was absolutely textbook in its conception and execution – and absolutely critical in its results. And as an agency that’s often known for its creative and/or tech, it’s nice to show that, at our heart, we’re all about the data and the audience.

So there you are. Old techniques, new channels and more ways forward.

Cheers!

James

 

 


Cider, kiwis and Millennials

Tuesday, October 3rd, 2017

kiwi

 

A lot of you will know that Open has a strong West Country contingent and we live up to the stereotype of being fond of a pint or two of cider…

 

But the reason this campaign by Old Mout caught my attention is because there is no mention of the product. Nothing about how good the cider tastes or that it’s good value, or that you’ll have a lot of fun drinking it.

 

Instead the sole focus is that Old Mout will make a donation to charity for every bottle bought to save the kiwi *cute*.

 

 

No doubt this campaign started life with a focus on audience – the much talked about but elusive millennial. And it’s smart because, more than any other audience, they care about the ethics and social responsibility of the companies they buy from. 73% are willing to spend more on a product if it comes from a sustainable brand (against an average of 66%). And more than 9 in 10 would switch brands to one associated with a cause. When it comes to purchase decision making the traditional drivers of price and convenience are taking a back seat.

 

Millennials matter to our sector as much as any other generation. But, given the fact that our reason for being is ‘social good’, surely attracting and engaging them should be an easier job for us than most of the corporate brands?

 

After all, there are 17 million of us and we’re all over the internet!

 

Fiona

 

Sources

Nielsen

University of California Berkeley

 


Mobilise is five…

Friday, July 28th, 2017

The Facebook ‘On this Day’ feature reminded me last week of this blog from July 2012, where James announced the launch of Mobilise – our regular giving by PSMS platform.

OMG mobilise_full grey_RGB

I can’t believe that it’s five years since we launched! In that time nearly 350,000 donors have been recruited and they’ve given close to £15 million pounds.

 

In its first month we paid out £9 to the first charity on board. That was Tim, Fiona and me signing up for £3 a month! I’m still giving. Can’t speak for the other two :).

 

Last month we paid out close to £500,000 to the 30+ active Mobilise clients.

 

I’m really proud of the growth of Mobilise as a fundraising tool. Every year since we launched Mobilise the charities that use it have between them recruited more Mobilise donors than the previous year. The most donors recruited in a single month was close to 19,000 and 1,700 is the most donors we’ve ever seen recruited in a single day.

 

When we first launched Mobilise it’s fair to say that telemarketing was the place where most donors were recruited as a ‘drop ask’ in a conversion call. But as our sector has changed, so has the way in which Mobilise donors have been recruited, with clients recruiting direct to Mobilise rather than converting PSMS donors. 2016 was the first year in which more donors were recruited on TV than all other channels combined. And 2017 is seeing the continued importance of TV, with digital recruitment sources fast becoming important to our Mobilise clients.

 

We have worked with our clients to do so much with the platform, whether that’s trialling regular giving for the DEC, creating products for Diabetes UK or integrating a Mobilise offer into Stand Up to Cancer activity for CRUK.

 

And we’ve learnt so much along the way about how donors interact with content. I think it’s fair to say that in the beginning we got it wrong and tried to reflect offline/print communications in the content we sent donors – which is the entirely the wrong thing to do. Donors want light, bite-sized bits of content with clear signposting to more information if they want it. It’s no more complicated than that.

 

Mobilise is all about the power of fusing payment, control and content into your mobile phone. Which is why we’ve been working so hard recently with our colleagues at Open Mobile Global to add in additional payment options all controlled via your mobile: credit & debit cards, PayPal, Apple Pay and, coming soon, Direct Debit.

 

The future is far more exciting that the past. We continue to be obsessed by the potential of the mobile phone for fundraising, activism and campaigning. And our ambition for Mobilise has always been for it to be more than an SMS and PSMS platform.

 

We can’t wait to see where the next five years take us.

 

Paul de Gregorio