Claire Nuttall, 1HQ Developing your Brand and Image Conference www.charitycomms.org.uk/events

1. Developing Your Brand and Image Conference,
30 March 2011
Using long-term brand building to boost
fundraising
This event is sponsored by Everyday Hero

2. An introduction to 1HQ
Using long term brand building to
boost fundraising
prepared for: Charity Comms Conference prepared by: Claire Nuttall date: 30 March, 2011 issue: 01

3. WHO ARE ?
Leading Global Brand Agency.
70 insight, strategy, creative, innovation and commercial specialists.
UK’s largest independently owned brand and innovation agency, established in
1993.
Working with global, regional and local brands with clients ranging from major
multi-nationals to entrepreneurial start-ups.

4. WHO ARE ?
1 hard question, asked and answered…
We take the time to interrogate the hard question at the heart of every business
and brand challenge to ensure we deliver genuine differentiation and growth
that is commercially sustainable

5. WHO ARE ?
A Brand Agency. We offer our clients the combination of strategic and creative
excellence to drive commercial advantage.
Clients budgets, resources and time are all under pressure. They need partners
who can help deliver entrepreneurial and innovative thinking that is vital for
business and brand growth.

6. SOME CLIENTS

7. The power of brand

8. Advocacy and
commercial success

9. People are choice
editing

10. Charity begins at home

11. Charities need to behave
more like entrepreneurs

12. What is the ‘need’
what insight do you bring?
why are you unique?

13. The hard questions….
The tipping point…
Why do they ‘need’ you?
What makes you ‘unique’?
‘Why’ should they invest?

14. Brands can create
movements

15. Make yourself Be true
Loved
Driving brand engagement and action…
Inspire & wow… Be irreplaceable

16. Layer your brand with
relevance
(…we call that strategic brand
nudging)

17. Loved
If you ask people, do they think
you are okay or do they love
you as a charity?
Love is a highly emotional state,
which leads to emotionally
intuitive behaviour
Make it personal…emotions stir
reactions
If you can move people from
like to love, your brand will have
a much higher degree of tipping
power

18. Not only does it help disadvantaged people,
it also provides a celebrity-studded night of
entertainment once a year that the whole
nation can enjoy and encourages the UK to
raise and donate and help the charity !
Comic Relief aims to bring about positive and lasting
change in the lives of poor and disadvantaged people,
which they believe requires investing in work that
addresses people's immediate needs as well as
tackling the root causes of poverty and injustice.
One of the fundamental principles behind working at
Comic Relief is the "Golden Pound Principle" where
every single donated pound is spent on charitable
projects. All operating costs, such as staff salaries, are
covered by corporate sponsors, or interest earned on
money waiting to be distributed.

19. “We find loving owners
to give rescue animals a
second chance”
An important way the RSPCA earns money is through re-homing
the animals they have rescued, and they have recently been
doing this through Facebook. They have almost 350,000 fans!

20. True
Is your brand truthful and
transparent?
Are you giving people genuine
reasons to trust you?
Are you being true to your
cause?
Are you giving people reasons
to feel your cause?
Are you expressing your values
in a way which makes people
believe?

21. Unicef is very clear on their website They also regularly update on Twitter
about where your money goes, helping about work they are doing, and the
to make it a trusted charity results it is having

22. Oxfam is a global movement of people working with others
to overcome poverty and suffering. They have a worldwide
reputation for excellence and over 60 years of experience.
Oxfam is a highly recognised and trusted
charity, partly due to having had shops
on high-streets all over the UK for years,
selling everything from clothes, to books,
to homeware.
Oxfam is also now present on a number of
social networking sites. If you have read
an article about Oxfam on their website
and found it interesting, they encourage
you to repost it e.g. on Stumbleupon, to
spread the word about the charity

23. Motivating
If people feel inspired or moved
by you, this will cause a reaction
People are looking to be
inspired in their lives…charities
are well placed to be inspirers
Creating strong reactions can
stir up action….
Doing things in a different way,
can encourage reappraisal….
You can move people from a
passive to an active state via
inspiring behaviours

24. ‘Race for Life’ calls women of all ages to take part in
a 5/10k walk, jog or run, to raise money for Cancer
Research.
Since Race for Life began in 1994, 4.7 million
participants across the UK have raised over £327
million for the charity

25. “We grant magical wishes to children and young
people fighting life-threatening illnesses”
• There are 20,000 children and young people living in the UK
with a life-threatening illness
• Make-A-Wish has granted 6,400 wishes over 25 years
• This year alone 1,200 children will turn to them to have their
special wish granted

26. Irreplaceable
What makes your charity
different?
If you didn’t exist, would you be
missed?
Could another charity do what
you do?
What is the one thing you do
well..?
Tell people about it! Be proud!

27. British Red Cross are a volunteer-led charity that helps people in crisis, whoever and
wherever they are
To do this they need people to donate and encourage people to do so through arranging
a large range of sporting and social events throughout the year, and also giving people
help to arrange their own event
The British Red Cross website also has an Online Shop, selling items ranging from £2 -
£1000, with all profits going towards their causes

28. The NSPCC's vision is to end cruelty to children in the UK. They campaign to change the law,
provide ChildLine and the NSPCC Helpline, offer advice for adults, and much more.
On the NSPCC
website, you choose
how much you want
to donate and you
can see exactly what
your money could
help pay for. With a
lot of speculation
around about how
much of a donation
actually goes to the
cause, this is
reassuring for
donators

29. What can you do to
drive long term brand
success?

30. Key strategies for long term brand success
& more effective fundraising
1. Ask the hard questions upfront to define a clear strategy - know what you
stand for as a a brand and define your vision and role, what you want to
communicate will become much easier

31. Campaign for real women
The principle behind the campaign is to celebrate the natural physical
variation embodied by all women and inspire them to have the confidence
to be comfortable with themselves.
The campaign featured normal women of different shapes and sizes recruited in a number
of ways; one was approached in the street, another answered an ad which was placed in a
local South London newspaper, giving all women the chance to be involved
Dove wanted to celebrate women by using a photographer who also shoots supermodels,
giving them the same star treatment.
As part of this campaign, in 2006, Dove started the Dove Self-Esteem Fund that claims to
change the Western concept of beauty from ultra-thin models with perfect features to
making every girl (and woman) feel positive about her looks, no matter what they are.
✓
loved✓ ✓
wow✓
true✓ irreplaceable

32. Key strategies for long term brand success
& more effective fundraising
2. Invest in insight around your key stakeholders, do not underestimate the
value of the general publics perceptions and perceived role of your branded
charity. Insight is brand power.

33. A personalised snacking scheme:
Select what snacks you do/don’t like,
choose when you want to receive your
graze box, pay online and wait to
receive your box.
And, if you recommend a friend and
they order you get £1 off your next
graze box or can choose to donate £1 to
the graze school of farming in Uganda.
✓
loved✓ ✓
wow✓
true✓ irreplaceable
✓

34. The Red Bull Student Marketing Programme
has a workforce of 80 university students
who drive the 35 ‘Energy team’ Volkswagen
Beetles and Mini Coopers. This youth
marketing programme has been at the heart
of all marketing activities in the UK for more
than six years and the purpose is to create
understanding about the functional benefit
of Red Bull and its usage occasions.
The Energy team support the Red Bull
driving campaign by hunting down drivers in
need of energy. They communicate that Red
Bull is proven to improve concentration,
reaction speed and alertness whilst driving.
✓
loved✓ ✓
wow✓
true irreplaceable

35. How Tango was saved
With sales in the fizzy drink market declining, Britvic launched the “Save Tango” campaign. Online,
offline measures, PR, word of mouth (an all encompassing kind of guerilla campaign) were used to
communicate the message ‘Save Tango from extinction at supermarket shelves.’
Protests - Dom Joly leading protesters across
Save Tango website – An Interactive site
London Bridge and through the capital
with a blog from campaign ‘reporter' Alan
and a great bunch of measures allow you to
dive yourself into saving Tango. Posters
(e.g. to hang in your local store), stencils, a When Tango was saved,
petition, and lobbying letters were Britvic’s rebranded Tango
provided to download. Britvic gave cans with “Thanks”
✓
loved✓ ✓
wow✓
everyone the equipment to become a
true irreplaceable
‘Tango-saving’ hero!

36. Google Pizza Ambassadors
Students on selected university campuses are
given a starting budget of $500 to spend on
pizza to feed the ‘late-night code crammers’
from Google plates and napkins.
Though $500 is the initial offering, the pizza
budget is bottomless as Google Pizza
Ambassadors can request as much pizza
money as they need.
The job requires computer science majors with
“strong pizza eating skills” to commit to the
program for one year. Posting pictures of their
Google pizza parties also seems to be part of
the deal.
“Google hopes that its small investment pays
off later in the form of talented grads flocking
loved ✓
wow✓
to the company on the strength of its gesture”.
true irreplaceable

37. Key strategies for long term brand success
& more effective fundraising
3. Within your strategic planning, think about the insights you have gained
and plot what you might do to gain longer term relevance and fit with your
target audiences. What benefits could you bring to meet needs, rather than
just facts?

38. Do us a Flavour!
More than 1.2 million people took part
in the competition to invent a new
flavour for Walker’s crisps to launch!
‘Builder’s Breakfast’ eventually won,
Flavour Cup
picking up 232,336 votes! The Flavour Cup was Walker’s latest
competition where people would vote for
their favourite out of the 15 new flavours,
and by voting you had the chance of
winning prizes too.
You were also given the choice to
become a ‘superfan’ and win £10,000 by
showing them how passionate you are
about your favourite flavour in the most
✓
loved✓ wow✓ ✓
fun, creative and original way by
true✓ irreplaceable
uploading a video or picture on their
website

39. Key strategies for long term brand success
4. Think about what makes your brand stand out from the rest…be cohesive
rather than consistent with your strategic communications. You need a
clear Brand Heart first to drive this.

40. For the Big Knit, Age UK and innocent ask knitters of
all ages to get creative and come up with their own
designs for mini-wooly hats. These tiny masterpieces
are then placed on top of innocent smoothie bottles,
which are then sold in stores across the UK. For each
hat knitted, innocent donates money to Age UK.
With the help of Online games to win money-off vouchers
thousands of for new products in range
individuals across
the UK, in 2010,
625,360 hats were
knitted. This raised
Innocent Drinks was also praised as an
£177,976 for Age
effective Twitter user, producing an average
UK to help make
of 900 tweets a week.
winter warmer for
The report put Innocent's success down to its
people in later life.
'informal and playful' stream ofwow✓
messages,
There are also ✓
loved✓ ✓
matching the tone of its other marketing
prizes given for the true✓ irreplaceable
activities. ✓
most creative hats.

41. The 'Love it or Hate it' campaign was born out of talking to
people and discovering that most of them really either love or hate
Marmite! A bold move for the brand, it brings the effect of the
spread on different people to life. Even people who don’t like the
product can still feel involved with the brand and a website for
‘Marmite haters’ has even been set up.
The various pop-up shops which Marmite has opened, give
consumers a chance to engage with the brand in a different way
and different environment to what they’re used to (for a limited
period of time), whilst also encouraging people to talk about the
brand and buy branded merchandise to take away with them.
✓
loved✓ ✓
wow✓
true irreplaceable
✓

42. Key strategies for long term brand success
5. Become an active brand, rather than a passive brand. Behave as a
challenger brand, which means not just taking the easy path. Be unique, be
confident and passionate in your actions, not sterile

43. Unlike most brands that have to recruit brand
ambassadors, Apple has attained what a lot of
brands can only dream of: avid loyal fan-atics who
act as brand-ambassadors without prompt!
How have they done this?
The Apple Brand Experience – from queuing
outside the store waiting in anticipation for the
latest products to go on sale, to being individually
helped once in the store by a ‘genius’, getting
home and opening the beautiful packaging to
reveal the even more beautiful product, through to
the high level of customer service all the way
through your ‘apple life’
Consumers are listened to- Apple also ask
customers what they think of their products and
how they can be improved – and then actually do
it!
Innovation – possibly the most innovative company
out there, they continue to amaze the world with
what they can offer, and the public just can’t wait ✓
loved✓ ✓
wow✓
to see what they will invent next! true✓ irreplaceable
✓

44. This new campaign by Cadbury really seems to recognise
that social media doesn’t just take place online.
As an official sponsor of the London 2012 Olympic and
Paralympic Games, the thinking behind the current
Cadbury campaign is to split the nation into two teams,
the spots and stripes, to compete in game play in the lead
up to London 2012. All people need to do is join one of
the teams by signing up on the website to begin scoring
points for their chosen team.
The Challenge Bar is a milk and white chocolate bar
divided into three sections; one spotty, one stripy and one
chunk in the middle which the Spot and the Stripe must
play for.
The campaign will also see Cadbury touring the country in
order to get the whole of the UK involved with both the
Cadbury and Olympic games, and, more than likely,
promote the Challenge Bar.
✓
loved✓ ✓
wow✓
true irreplaceable

45. Key strategies for long term brand success
6.Key to successful charity brands is ‘awareness’, ‘engagement’ and then ‘a
strong call to action’ – use some of the tools to help layer and enrich your
brand to have longer term pull, rather than push. Think about and feed
every touchpoint to create a charity brand movement.

46. Giant brand leaders like McDonalds prove that social
marketing is not just a fad—it’s a way of interacting
with consumers on a level that’s unlike any other.
Television, radio, and direct mail pieces speak to a
broad, universal consumer audience—nice if you’re
trying to reach the world, but not ideal for today’s
need for marketing that’s personal and cutting edge. A
personal touch is not optional, it’s a must.
3 things that McDonald’s have realised are a essential
to do if you want social media to work:
•Be Engaging – they know that personal
engagement—the golden ticket to social media—is the
key to reaching and compelling their audience.
•Add Value to the message - Twitter followers want an
incentive to follow you. A monthly coupon code or a
surprise discount is all it takes to make your followers
loyal
•Conclude with a call to action - Promotions, new
product assortments, sales, or even insider
information that compels the follower to click on your
web link is a success, and the ultimate goal of any
online social media marketing strategy ✓
loved✓ wow
true✓ irreplaceable

47. Besides from all the Facebook groups and
blogs, Starbuck’s Loyalty Card Scheme is a
great way of engaging customers and
encouraging them to choose Starbuck’s
over the other coffee chains. The card
offers users various benefits including:
•Free Extra Shot, free syrup or whipped
cream for your drink
•Free Tall drink when you buy a bag of
whole bean coffee
•Tall Fresh Filter Coffee for £1
•Free WI-FI with BT Openzone
✓
loved✓ ✓
wow✓
true irreplaceable

48. For Adidas’ latest campaign ‘Adidas is all in’,
they have enlisted a selection of A-list
superstars to help promote their new “all in”
mantra.
Fans are able to follow the campaign’s
progress online via social networks such as
Facebook, where the brand is offering daily
exclusives on different events and designs
and launching new products through
competitions. For example, they are giving
people the chance to become a music
reporter or to influence what will happen in a
big football and skating event.
Adidas also has a very active and popular Facebook page with almost 7 millions fans.
In the lead up to Christmas, Adidas used a daily series of official posts called the
“Adidas Originals Holiday countdown” in order to engage fans with the Adidas
Originals line. The social media content is focussed on the loved✓
products, but also tries to
✓ wow✓ ✓
keep a personal tone by introducing employees and asking consumers to list their
true irreplaceable
“greatest ever gifts”.

49. Investment in brand,
will reap long term commercial
rewards