Date post: | 20-Aug-2015 |
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International Missing Children’s Day 2012
How the charity Missing People developed a fully integrated PR
Communications and Fundraising Strategy
The Opportunity: International Missing Children’s Day
The Challenge: How to capitalise on the awareness generated by IMCD to increase public knowledge of the
charity and drive our fundraising
The simple answer
We created three distinct communication strategies:-Brand campaign-B2B campaign-PR campaignAnd integrated fundraising into each one…
Missing People
• Formerly National Missing Persons Helpline• A lifeline when someone disappears• £2 million PA• 12% of young people and 17% of adults aware
of Missing People
Brand CampaignAim: To develop understanding of Missing People and its 116 000 services. Objectives: To reach 2 million people with brand messages by end of 2014-15 Approach- Build on pro bono support and treat this as seriously as financial support
AudiencesUK adults 24-45, likely with children 0-12, mostly unaffected by issue
B2B CampaignAim: Create strong group of professional partners who refer missing people and families to us. Objectives To reach 10,000 potential service users with information about the charity via Partners Approach•Utilise established marketing databases•Create limited number of materials with high impact•Use opportunity to integrate fundraising messages into communications Audiences•Young people aged 13-17 who have run away / gone missing •Families registering a loved one missing with UK police forces •Vulnerable Missing Adults aged 19-45
PR Campaign/IMCDAim: A high impact PR launch for 116 000 and a step change in awareness of IMCD. Objectives•To reach an audience of 10 million+ with 116 000 key messages on IMCD•To recruit 5,000 new Twitter followers to help the search for missing children•To raise £30,000 via corporate partners and community fundraising on IMCD Approach•Create a series of online and offline high profile PR events online and offline to build ‘head of steam’ and drive fundraising Audiences•UK adults 18-45•Key stakeholders: Families of missing people, Corporate Partners, Strategic Partners, Influencers
The Big Picture
• Over £30,000 raised– £12,500 raised by Barclays branches across London– Supporter mailing raised £5,000, including gift aid– Cycle challenge raised £15,000
• PR Coverage with an AVE of £220,000• #116000 messages reached an estimated 20 million • Pro bono BBH advertising campaign worth £1.5 million
on digital billboards, print media and online • Increase in calls to helplines but not overwhelming