1. Communication Campaign Success
in the Not-For-Profit Sector
Connecting Up Conference 2013
presented by
Clare Collins & Alice Collins

2. © Insight Communications 2013
Insight Communications
Multi-award winning creative public relations & communications!
 NSW State Parliament Resolution Acknowledgments
 2013 - Lymphoedema Awareness Month
 2012 - “It’s Cool To Be Kind” & “Iced Tea Party” – Lymphoedema Awareness Month
 2012 - Public Relations Institute of Australia Awards State Awards for Excellence
 Asbestos Awareness Week 2011 - Asbestos Education Committee - Winner ‘Government Sponsored’
 Touch of Teal Campaign 2011 - Ovarian Cancer Australia - Silver ‘Health Organisations’
 2012 - Public Relations Institute of Australia National Golden Target Awards
 Touch of Teal Campaign 2011 - Ovarian Cancer Australia - Silver ‘Health Organisations’
 2010 - Public Relations Institute of Australia Awards State Awards for Excellence
 11th Hour Campaign - Ovarian Cancer Australia - Silver ‘Health Organisations’
 A Gift Like Nun Other - Alma Nuns – Timor-Leste - Silver ‘Low Cost / Pro Bono Campaign’
 2010 - Public Relations Institute of Australia National Golden Target Awards
 11th Hour Campaign 2010 - Ovarian Cancer Australia - Silver ‘Health Organisations’
 A Gift Like Nun Other: Alma Nuns - Timor-Leste - Silver ‘Lo Cost / Pro Bono Campaign’

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CAUSE CULTURE COMMUNITY
Clients Past & Present

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Who are You?
If people don’t know who you are and what you do,
they can’t support you!
The purpose of ALL communication for NFPs
 Support core business objectives of the organisation
Brand awareness = Stakeholder engagement
 Donations
 Corporate partnerships - dollars & in-kind
 Spokespersons - ambassadors
 Access to information & services
 Information for consumers

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Who are you?
If people don’t know why you exist, they can’t support you!!!
If people don’t know you exist, they won’t hear you speak...
If people don’t hear you speak, they won’t be influenced by your
message...
If people aren’t influenced by your message, you can’t influence
change...
You have a unified voice...
You have a unified message...
Deliver your message in a way that is clearly understood...
Communication Management, is the combination of multiple
communication tools that enable you to speak, to be heard and to
influence positive change...

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Campaign Challenges for NFPs
 Limited budgets
 High expectations – large return on small investment
 Will it equate to fundraising dollars?
 Unrealistic expectations
 Expect everyone to share our passion & vision
 Timing & competition
 Competing with other NFPs for editorial, advertising space
& donations
 Subject matter

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Campaign Challenges for NFPs Cont..
 Competing with major media stories
 Disasters, scandals, elections
 Donor fatigue – every day is an awareness day!
 Limited internal resources to support campaign requirements
 Case studies are often difficult to acquire
 Key messages
 Must always be clearly defined specific to target audiences in line with objectives
 Media disinterest
 Just another sob story - TV often ‘ratings’ dependant
 Not always newsworthy - Be a detective to find the story!

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 Live & breathe the brand, campaign objectives & messages
 Research - statistics & ‘research outcomes’
 Facts & figures demonstrate the need
 Be strategic – leverage synchronised communication tools
 Media, advertising, marketing, fundraising, digital assets
 Know your target audiences at all levels
 Media to disseminate the messages
 Targeted approach - Define the audiences
 Story telling - case studies that demonstrate your message
Overcoming the Challenges

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Overcoming the Challenges Cont...
 Partnership engagement
 Low budgets = resourcefulness = ask the question...!
 Demonstrate the purpose – organisation’s message & ‘need’
 Make a personal connection to your target audience
 Voice of authority - Spokespersons
 Credibility - accredited knowledge
 Good talent
 Knowledgeable - well briefed spokespersons
 Quality and quantity of case studies
 Face of the campaign/organisation - ambassador or patron

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Develop detailed communication strategy
 The more the message is received in multiple formats, the
greater the opportunity to influence
Utilise all key communication streams - public relations,
advertising & marketing, fundraising, digital
 Must combine delivery of consistent messaging and brand across
all streams
 Creates multiple touch points for messaging
Strategic roll out - create multiple touch points
 Volume & quality of stories
 Traditional & non traditional media
 Advertising - coordinated approach
 Events - leverage messages
Recipe for Success

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Campaign Goals & Objectives
Goals – Overall
 Community education
 Brand awareness – inform potential clients about services
 Generate funds to support services
 Engage stakeholders to support your mission – e.g. Government
Objectives - Specifics
 Secure media coverage in all regions where you operate
 Increase corporate partnerships
 Increase enquiries for support services
 Increase website traffic

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Strategic Coordinated Approach
Campaign Planning - The devil’s in the detail!
 SWOT analysis - Attention to detail is essential!
 Messaging
 Brand
 Resources
 Target audiences
 Competitors
 Platforms
 Research – quantitative, qualitative & desktop
 Know your brand, audience, message, market
 Competitors – timing is critical!
 Determine multiple touch points
 Creative - lateral thinking
 Adhere to budget constraints
 You don’t always need big budgets to achieve realistic objectives

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Campaign Strategy Development
 Campaign creative
 Brand messages
 Campaign messages
 Factual content
 Passion persuades
 Define realistic timelines & resources
 Multiple touch points
 Implementation

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Key Campaign Components
 Public relations – Media engagement
 Brand awareness - demonstrate the need
 Influence & engage multiple target audiences
 Campaign launch media events
 Brand identity management
 Reputation
 Organisation – stay on message
 Advertising & Marketing
 Community Service Announcements (CSAs) – radio, television, print
 Collateral – flyers, posters, digital, direct marketing
 Promote products & services
 Fundraising
 Direct marketing – mail, email, telemarketing
 Digital – website, social media, e-marketing promotions

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What’s in a Campaign?
 Defined goals & objectives
 Primary
 Secondary
 Target audiences
 Primary
 Secondary
 Intervening
 Stakeholder
 Key messages
 Appropriate
 Multiple - tiered
 Continuity
 Organisational – brand identity

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What’s in a Campaign?
 Stakeholder engagement
 Case studies – clients, patients, consumers
 Experts – researchers, government representatives
 Advocates – ambassadors, like-minded organisations
government
 Partnership enhancement & development
 Existing and potential supporters – corporate partners
 Policies & Procedures
 Approval process
 Release forms
 Campaign assets - collateral
 Media strategy

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Campaign Assets
 Collateral
 Creative – campaign themes - all communication
platforms
 Marketing materials – brochures, flyers, advertising
 Copywriting – media, proposals, briefing notes, event
briefs
 Photography & Videography
 Images deliver a most compelling story
 Creative briefs & script writing
 Digital assets
 Website – informative, accessible, video, call to
action
 Social Media - Supports all other forms of
communication

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Campaign Assets
 Advertising & Marketing
 Radio and television CSA’s, print ads, posters, flyers,
direct mail
 Event development & management
 Media, fundraising, stakeholder & community
awareness
 E-marketing
 E-Newsletter, email, banner ads & tiles, social media
 Spokespersons
 Demonstrate leadership in the field – voice of authority
 Resilience!
 Be prepared to kiss a lot of frogs!

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Community Service Announcement
http://youtu.be/tsyxwc5XXXM

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Media Strategy
 Timeline for preparation & implementation
 Demonstrate newsworthiness - clearly
defined messages
 Relevant to audiences
 Deliver a call to action to influence behavioural change
 Briefing Notes & Speech Notes
 Objectives & Key Messages
 Collateral – more than just a press release!
 Media Kits - Journalist Notes
 Proposals – corporate partners, ambassadors, media
partners
 Spokesperson biographies
 Photographs & video
 Case studies – profiles

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Media Kits & Distribution
What makes an effective media kit?
 Who, what, where, when & why! – well written copy
 Branding
 Key messages
 Spokesperson quotes
 Statistics & research outcomes
 Journalist Notes & Photo ops
 Photographs for use by print journalists
 Targeted distribution
Variations
 Campaign media kit – basis of all others
 Media template – for use by stakeholders
 Media template – for use in case studies

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Reporting & Measuring
Campaign results must directly reflect campaign strategy!
 Provide statistics that can be referenced
• Media release distribution
• Case studies
• Media clipping service
• Website tracking
 Demonstrate effectiveness of all campaign components
 Deliver ongoing leverage for your organisation to attract
support
 Accountability - Demonstrate return on investment

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A Day in the Life of a Campaign...
Public Relations
 Media launch event
 Radio
 Radio grab on morning news
 Live interviews & talk-back radio
 Pre-recorded interviews
 Television
 Interview/story on breakfast & morning TV
 Item on television nightly news
 Current affairs program
 Relevant program - Lifestyle
 Print
 Feature articles in magazines
 Article in major metro press
 Case studies in community press
 Online
 News sites
 Links to partner sites
 Social media

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A Day in the Life of a Campaign Cont...
Advertising
 Radio CSA
 In the lead up to the campaign
 Throughout the campaign
 Print ad - filler space
 Major metro newspapers
 Community newspapers
 Magazines
 Television CSA
 In the lead up to the campaign
 Throughout the campaign
 Online
 Banner Ads - news sites & partners
 Blogs
 Social media - Facebook –-targeted approach
 In-store
 Ad on checkout screens & in-store radio

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A Day in the Life of a Campaign Cont...
Marketing & Fundraising
 Merchandise in store & online
 Posters & flyers
 partner & stakeholder outlets
 Outdoor marketing - street banners
 Email marketing
 E-newsletter
 Supporter database
 Corporate partnerships
 Targeted lists
 Direct mail to donor database - appeal for funds
 Cause related marketing
 In-store branding & percentage of the sale of goods
 Fundraising event/s - internal & external call for
support

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Case Study 1: The 11th Hour Campaign
Objectives:
To raise awareness of ovarian cancer symptoms
Generate widespread brand awareness about
ovarian cancer & Ovarian Cancer Australia
Fundraise for the programs & support services
Challenges:
Short lead time incorporating Christmas / New
Year
Limited budget & resources
Limited case studies

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Case Study 1: The 11th Hour Campaign
Campaign Rollout
National campaign targeting multiple
media outlets including national,
major metropolitan, regional,
suburban & trade
Multiple media events
Partnership engagement
Ambassadors & spokespersons
Teal Ribbon Day - national awareness
Case studies
Advertising – CSAs - radio, TV & print,
online
Medical research

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Case Study 1: The 11th Hour Campaign
Outcome - Measuring success
Media Pieces: 644 - increase on 2009 by
2683%
Online Mentions: 233 - increase on 2009 by
2230%
Teal Ribbon Sales: increase on 2009 by 26%
Donations: increase on 2009 by 114%
Telephone Enquiries: Prior to campaign
average of 6 telephone enquiries per day.
During campaign OCA were receiving an
average of 100 calls per day - a 1567%
increase

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Case Study 1: The 11th Hour Campaign
Website Statistics
 Visits: 267% increase
 Unique Website Visitors: 304%
 Page Views: 162% increase
 Australian Locations: 149% increase
 Symptoms Page: 405% increase
 Access Via Mobile Phone: 1172 people used their mobile
phone to access the website - no mobile visits in 2009
 The top 3 referring websites came as a result of media articles
generated by Insight on SMH Online (1,468), The Age Online
(747) & ABC Online (263)

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Media Coverage & Website Traffic
MEDIA COVERAGE WEBSITE TRAFFIC

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Meaningful Measurements

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Media Coverage Highlights

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Sustainable Growth - 2010 > 2011
Case Study 2: Touch of Teal Campaign

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Case Study 2: Touch of Teal Campaign
Sustainable Growth - Ongoing Success in 2011
Media Pieces: 804 - increase on 2010 by 25%
• 46 Magazine articles including special ‘Teal Ribbon’
Woman’s Day issue with 14 pages dedicated to Ovarian
Cancer Awareness Month
• Body + Soul Liftout
• 38 Television Stories including Today Show - 3 times
Online Mentions: 300 - increase on 2010 by 29%
Media Releases: 243 - increase on 2010 by 203%
Teal Ribbon Sales: increase on 2010 by 150%
Donations: More than $450,000, increase on 2010 by 500%
Lighting the Sails of the Sydney Opera House Teal
Website Statistics
 Visits: 36,152
 Unique Website Visitors: 28,412
 Symptoms Page: 20,324
 Access Via Mobile Phone: 3,402

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Ask the question…?