15. Getting the RAFBF message across Subtle – runs throughout story, eg. Mary often talks about burns victims being helped by the RAFBF Chronicle news stories about RAFBF Chronicle ran an appeal on behalf of the RAFBF But always in character to keep it authentic
16. Calls to action Very gradual approach, built relationship first Started with soft asks – RAFBF advert, spotlight links to Heartfelt Thanks campaign site and to donate Letters to editor for data capture Then added donate button and ran appeal in character in August Added ‘say thank you’ data capture mechanism in last couple of weeks RAFBF Twitter account follows all Chronicle character followers
17. Online promotion Identified and approached key influencers Wrote in character on forums Facebook advertising Day of action – Battle of Britain day – 15th September!
18. Day of action – 15/09/10 Big focussed outreach effort for one day. Contacted people we’d identified as key influencers and asked them to show their support on Battle of Britain Day by taking an action online
19. Actions ‘Twibbon it’ ‘Shout it’ ‘Be a hero’ ‘Start a trend’ ‘Blog it’ ‘Play your part’ Leave a message of thanks
20. Results so far 19,600 repeat visitors to campaign site (43,000 unique visitors) 183% Increase in online donations after adding donate button to Chronicle site Grown RAFBF twitter following from 25 to 746 Lots of great coverage Support from Stephen Fry Increase in brand recognition amongst target audiences Data capture – expanded email database
![A bit of background... RAF’s leading welfare charity, provide direct support to 10,000 people each year. Started in 1919. BUT... ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)