+ All Categories
Home > Business > RAF Benevolent Fund 1940 Chronicle results and learnings

RAF Benevolent Fund 1940 Chronicle results and learnings

Date post: 11-Jan-2015
Category:
Upload: nfptweetup
View: 1,795 times
Download: 2 times
Share this document with a friend
Description:
 
Popular Tags:
22
Transcript
Page 1: RAF Benevolent Fund 1940 Chronicle results and learnings
Page 2: RAF Benevolent Fund 1940 Chronicle results and learnings

Royal Air Force Benevolent Fund

BACKGROUND

• RAF’s leading welfare charity, providing direct support to 10,000 people each year. £20 million welfare spend

Page 3: RAF Benevolent Fund 1940 Chronicle results and learnings

Royal Air Force Benevolent Fund

CHALLENGES

• Low brand awareness among key audiences

• 70% of supporters over 70

Page 4: RAF Benevolent Fund 1940 Chronicle results and learnings

Royal Air Force Benevolent Fund

BATTLE OF BRITAIN 70TH ANNIVERSARY

Page 5: RAF Benevolent Fund 1940 Chronicle results and learnings

Royal Air Force Benevolent Fund

WHY A SOCIAL MEDIA CAMPAIGN?

• Get away from the usual ceremonies and parades• To show the human impact of war. To put people in

the shoes of the men and women who took part as a way of demonstrating the need for our work in 1940 and 2010

• Engage with a new, younger generation of supporters critical for the charity’s future work

• Position the RAFBF as a modern Service charity using digital technology to bring the Battle of Britain to a whole new audience

Page 6: RAF Benevolent Fund 1940 Chronicle results and learnings

@1940George @1940Jane @1940Mary

@1940Alex @1940Frank

Page 7: RAF Benevolent Fund 1940 Chronicle results and learnings

BLOGS

Page 8: RAF Benevolent Fund 1940 Chronicle results and learnings

TWITTER

Page 9: RAF Benevolent Fund 1940 Chronicle results and learnings

FACEBOOK

Page 10: RAF Benevolent Fund 1940 Chronicle results and learnings

ONLINE PROMOTION

Page 11: RAF Benevolent Fund 1940 Chronicle results and learnings

DAY OF ACTION

Page 12: RAF Benevolent Fund 1940 Chronicle results and learnings

END WITH A BANG!

Page 13: RAF Benevolent Fund 1940 Chronicle results and learnings

RESULTS - I

• 83,551 overall visits• 57,307 unique visitors • 26,382 repeat visitors to campaign site• 2,481 Chronicle followers on Twitter• 1,623 fans on Facebook• 1,457 Twibbon downloads

Page 14: RAF Benevolent Fund 1940 Chronicle results and learnings

VISITORS TO SITE

Page 15: RAF Benevolent Fund 1940 Chronicle results and learnings

RESULTS - II

• 48,085 mentions across social networks• Tweet reach of 320,000 via 200 tweets• 30 – 40 friendly bloggers wrote posts on Day

of Action• 100 highly engaged people produced

between 31 and 145 pieces of campaign related content each

• Database of more than 2,000 engaged social media users

Page 16: RAF Benevolent Fund 1940 Chronicle results and learnings

RESULTS - III

• Increased traffic to main RAFBF website by 25%

• Online donations doubled in 4 months campaign ran

• Built RAFBF Twitter following from 25 to 1,200

• RAFBF Facebook fans increased from 10,000 to 12,000

• Built good relationship with Stephen Fry• Change in positioning reflected in posts,

online conversations and off-line coverage

Page 17: RAF Benevolent Fund 1940 Chronicle results and learnings

ONLINE DONATIONS

Page 18: RAF Benevolent Fund 1940 Chronicle results and learnings

DEMOGRAPHICS

• Facebook Insights show that we successfully engaged a ‘younger’ generation of supporters

Page 19: RAF Benevolent Fund 1940 Chronicle results and learnings

• Day of launch received coverage in Daily Express, Daily Mail and Independent.co.uk

• 53 pieces of coverage

• Print coverage– AVE = £30,000 +– OTS = 8,000,000 +

PR COVERAGE

Page 20: RAF Benevolent Fund 1940 Chronicle results and learnings

KEY LEARNINGS

• Highly polished campaign leaves less room for spontaneity

• Capitalise on Facebook’s Open Graph to enable more people to ‘Like’ specific items earlier in campaign

• Identifying and actively seeking relevant conversations to participate in

• Capitalise on discussion tab on Facebook• Add email capture earlier in campaign• Make Donate button more prominent earlier in

campaign

Page 21: RAF Benevolent Fund 1940 Chronicle results and learnings

WHAT NEXT?

• Targeted e-newsletter sent to 1940Chronicle supporters with a more than 50% open-rate

• 1940 online Xmas card planned with appeal for donations. Followers will be invited to join the RAFBF Facebook page and Twitter feed

• Plans to use content as a teaching resource (we are in talks with the Historical Association)

Page 22: RAF Benevolent Fund 1940 Chronicle results and learnings

Royal Air Force Benevolent Fund

THANKS FOR LISTENING!Any questions?

Ann-Mari FreebairnHead of [email protected]


Recommended