This document provides an overview of Macmillan Cancer Support's World's Biggest Coffee Morning fundraising event and tips for keeping the event fresh. Some key points: - Coffee Morning is Macmillan's largest fundraising event, raising £29.7 million for cancer support. - After 27 years, the challenge is maintaining interest as the event becomes an established part of society. - Tips for keeping the event fresh include tailoring messaging and content for different audiences, tying activities to current news stories, developing new content like videos, and highlighting personal stories. - The goal is to drive registrations to host events, encourage participation in events during Coffee Morning week, and inspire donations.

1. Sally Holden and Liam Colman
Macmillan Cancer Support
@sareas24 / @macmillanpress / @LiamColman

2. • Macmillan and the World’s Biggest Coffee Morning
• Challenges and opportunities
• Keeping things fresh – our top tips
• Results
• Questions?
Overview

3. An introduction to…
Macmillan Cancer Support

4. An introduction to…
the World’s Biggest Coffee Morning
• Macmillan’s largest event in the
fundraising calendar
• £29.7million for people living with cancer
• Coffee and cake
• Driving registrations and encouraging
participation

5. The challenge
• 27 years of Coffee Morning
• “It's become such a part of the fabric of
society that it's questionable whether it
requires further coverage.” ITV News
• Crowded market
• Multiple stakeholders and channels
• Scale of the project / expectations

6. The opportunity
• Simplicity and versatility
• Loyal supporters
• Support from consumer press
• Overlap with the news agenda
• Why reinvent the wheel?

7. Keeping things fresh – being targeted with
timings
• Back to the objectives
• Reaching your
audience at the right
time
• Two PR pushes -
registrations vs
participation
• Adapting messaging
July August Registrations week
(28 Aug - 1 Sep)
September WBCM week (25 - 29
Sep)
Key PR pushes
Driving registrations Creating a buzz M&S

8. Keeping things fresh – thinking about audience
groups
• Tailoring content
• The workplace week of
activity
• Survey story / video
content
• Trade media outreach

9. Keeping things fresh – being reactive to the
news agenda
• Keeping an eye on the news
agenda - and not being afraid to
give it a go
• Letters to editor
• Existing resources
• Fabulous Daily partnership

10. Keeping things fresh – giving journalists what
they want
• Learning from previous coverage
and feedback
• Politicians’ pets
• Picture stunts - checking in with
the media in advance
• A ‘doggy Coffee Morning’

11. Keeping things fresh – cross-team working
• Using insight from media
• ‘PR moments’ - working as a
wider team
• Bringing in the experts
• Coffee Morning is not just a
fundraiser

12. Keeping things fresh – amazing people
• People never get bored of
people
• Incredible case study stories
• Celebrity connections to the
cause – if you don’t ask you
don’t get
• The Weird and Wonderful

13. Keeping things fresh – thinking content
• Consume!
• Thinking outside the box
• How well do you know your
colleagues?
• Social / video content

14. Results
• Raising awareness of the World’s Biggest Coffee Morning
• Encouraging people to host their own event
• Talking about Coffee Mornings at work
• Creating excitement during the last week of September
• Inspiring people to find an event to attend

15. Sally Holden and Liam Colman
Macmillan Cancer Support
@sareas24 / @macmillanpress / @LiamColman

16. 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

17. Making the news: generating
positive PR for your charity
Supported by
30 November 2017
London
#charityPR