Ellie Dawes, communications manager, Child.org 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

1. Three adventures
with influencers
+ Child.org.
11 September 2019 • Influencer marketing: what could it do for your charity?

2. Who am I?
Ellie Dawes
I’m a rogue comms
manager with lots of
responsibility and very little
to lose.
Child.org is small with a
small budget and an
innovation culture.
I’m not an expert, and just
here to speak from my own
experience!

3. In which I escort two
teenage YouTubers to
Boardmasters festival
Adventure 1

4. Josh Pieters
987,497 Subscribers
280.7K Followers
11 September 2019 • Influencer marketing: what could it do for your charity?

5. Jack Maynard
1,531,531 subscribers
808.1K Followers
11 September 2019 • Influencer marketing: what could it do for your charity?

6. The plan
● How we got Josh and Jack on board
● What I wanted to achieve
● What the deal was
11 September 2019 • Influencer marketing: what could it do for your charity?

7. 1. The plan
● How we got Josh and Jack on board
● What I wanted to achieve
● What the deal was
11 September 2019 • Influencer marketing: what could it do for your charity?

8. What happened?
● The lads did a wonderful job and were
absolute pros
● We paid expensive travel expenses
● They posted on their separate smaller
vlogging channels
● A couple of months later...
11 September 2019 • Influencer marketing: what could it do for your charity?

9. What happened?
● The lads did a wonderful job and were
absolute pros
● We paid expensive travel expenses
● They posted on their separate smaller
vlogging channels
● A couple of months later...
11 September 2019 • Influencer marketing: what could it do for your charity?

10. What did I learn?
Like, duh.
3
Values match is king.
2
Agree everything.
Assume nothing.
4
Free can be expensive.
1
Reach does not
necessarily mean
influence

11. In which I bother foodies
on Instagram until they
agree to be my friend.
Adventure 2

12. The plan
● Creating The Great Big Supper Club
● Leverage our existing contacts
● Make a noise on Instagram
11 September 2019 • Influencer marketing: what could it do for your charity?

13. Celebrity menus
● Influencers contributed content
(and talked about the campaign as
a result)
● Having one cool food influencer on
board helps persuade others
11 September 2019 • Influencer marketing: what could it do for your charity?

14. Direct contact!
● Going back and forth with
agencies and PR companies
didn’t bear fruit.
● Direct messaging en masse
meant some replied and held
events.
11 September 2019 • Influencer marketing: what could it do for your charity?

15. What did I learn?
Apart from some killer chicken wing recipes.
3
Ask for advice.
2
Bother people, then
apologise.
4
Be authentic. Join their
world.
1
Match your product to
your target.

16. What did I learn?
Apart from some killer chicken wing recipes.
7
Start small and build.
6
Show them your love
publicly.
8
Keep it local.
5
Ask for content (but
know this is a big ask.)

17. In which everyone joins
Team Mum.
Adventure 3

18. Team Mum
We started small
We emailed every mum
blogger in the country to ask
for help. Ask people joined, the
number of logos on the
website grew.
How we recruited over 120 communication partners to amplify our message.
We stayed in touch
We had a launch party, sent
weekly emails and built a
content microsite FULL of
content and stories.
We got agreements
We asked everyone to write a
signed agreement letter, and
used this to remind them to
share..

20. What did I learn?
Apart from a lot of interesting breastfeeding facts.
3
Small can be mighty.
2
There’s nothing like
real life.
4
Influencers want pre-
made content
1
An influencer’s channel
is a publication.

21. What did I learn?
Apart from a lot of interesting breastfeeding facts.
7
If they say no, try
something different.
6
1 fundraiser > 1000
sharers.
8
Do people actually
donate on insta???
5
Views don’t equal
donations. (Even 2.5m
views.)

22. Got questions?
ellie@child.org
@mrsjelly

23. Influencer marketing:
what could it do for
your charity?
North West Networking Group
11 September 2019
Manchester
#CCNorthWest
WiFi:
Password:

24. 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