Top Ten Tips Ed Charles Head of Fundraising & Marketing at Kent Wildlife Trust
In no particular order • Know thine enemy • Product • Clarity of purpose • Your donors • Research, research research – plan, plan plan • Beg, borrow and steal • Letters • Innovate • Social media • A new verb – to Schultz
Know thine enemy • Marketplace is complex and crowded • Industry leaders, similar serving the same cause, and those of a similar size • Competitor objectives and ambition • Past, present and future strategies • Mystery shopping
Product • What exactly is your product? Tricky for non-profits • Product lifecycle • What will your donor get and for how long? What will they do next? • Portfolio analysis
Your donors - ask them • Personal interviews • Telephone interviews • Postal questionnaires • E-mail questionnaires • Focus groups / group discussion
Research, research research – plan, plan plan • Understand where you are now • Identify where you want to be • PEST analysis • SWOT analysis • Market analysis • Internal analysis • Strategy and budget
Beg, borrow and steal (best practice) • No need to re-invent the wheel • Learn from others’ mistakes / successes • Ask – people will always tell • Look around – the answer is blowing in the wind • Be distinct – what’s the USP? • Be realistic • Mix and match
Letters – over used phrases 6.You really are making a difference... 7.It really is greatly appreciated... 8.Worth an extra 28p at no extra cost to you... 9.Like to know more about any aspect of our work... 10.Please do not hesitate to contact me / us... 11.One of our team will be happy to help... 1. I am writing... 2.Thanks to people like you... 3.Help us change / transform lives... 4.Your gift will be used wherever the need is greatest... 5.You are helping to build a brighter / better future... Letters end with a full stop. A goodbye.
Innovate • Not about inventing the next best thing • Not a light bulb moment • Refining or improving a process • Adopting change – process / behaviour • Freedom to fail • Not all innovation is good
Social Media is not the answer • Create a Community - create new relationships and strengthen existing ones • Appear Human- pictures, videos, and a narrative to tell the human stories that inspire • Be a Leader - turn your organisation into an authority • Call to Action - must have goals • Maintain Your Relationships – post regularly and respond quickly
Schultz vb – To take the least favourite part of consumer’s interaction with our brand and turn it into the part they most enjoy.