Vivienne Francis and Mark Bishop, Prostate Cancer UK Brand development conference www.charitycomms.org.uk/events

1. A brand that delivers
for fundraising
Mark Bishop and Vivienne Francis
24 October 2013

5. The starting point for change
• Unmemorable generic charity name
• Considered, authoritative, conservative in
language and visual identity
• Didn’t resonate with men. Rather distant,
authoritative and cold talking to educated, middle
England
• Need to - “Man up”, be bold, direct, assertive and
position men at the centre of everything we did

10. Did people remember our advertising?

11. Comparable campaigns indicate we
punched above our weight

12. Did Sledgehammer help
crack fundraising success?

13. Assessing impact on…
•
•
•
•
•
•
Income generated right away
Building the database
Halo impact
Supporting cultivation
Existing partners
Other

14. Fundraising
The Sledgehammer Fund Campaign Income (Jan – Mar 2013)
£
Bill Bailey TV
43,025
Betting Ads TV
7,030
Press Ads
9,370
Nutcracker Suite
12,726
Web Donations
82,889
TOTAL
155,040
(2012 was 30,300)

15. Assessing impact on…
•
•
•
•
•
•
Income generated right away
Building the database
Halo impact
Supporting cultivation
Existing partners
Other

17. Assessing impact on…
•
•
•
•
•
•
Income generated right away
Building the database
Halo impact
Supporting cultivation
Existing partners
Other

19. Assessing impact on…
•
•
•
•
•
•
Income generated right away
Building the database
Halo impact
Supporting cultivation
Existing partners
Other

21. Assessing impact on…
•
•
•
•
•
•
Income generated right away
Building the database
Halo impact
Supporting cultivation
Existing partners
Other

22. This Big or This Small?
• The campaign only generated 1/10th of
what we spent on it
• The campaign has helped us win getting
on for double the £1.5 million it cost us
and was a roaring success

23. Top tips
1. Objectives – Know them and narrow them
2. Conflicting aims – embrace differences
3. Be ambitious but realistic
4. Follow a multi-year approach
5. Seek internal alignment
6. Lead times
7. Monitoring systems
8. Engage existing stakeholders
9. Honesty when looking back
10. Learn and refine