UK YOUNG

MEDIA LIONS

2012

MEDECINS SANS FRONTIERES / DOCTORS

WITHOUT BORDERS (MSF)

MEDIA RESPONSE

EMMA HAWKINS / LAURA GARRATT

OUR CHALLENGE

Recruit regular donors to MSF’s

‘unrestricted’ general fund

- Create a ‘template campaign’ that can be implemented as

soon as an emergency or crisis occurs

- Drive awareness of Medecins Sans Frontieres, their work,

and their situation by capitalising on public awareness

during times of high media coverage humanitarian crises

CHARITABLE GIVING HAS EVOLVED

Instant giving apps, and ‘text to donate’ mechanics allow for quick and easy, small

value donations with minimal connection to the cause.

This ‘text and forget’ behaviour requires no involvement or commitment from the

donor.

Source: UK Giving 2011: An overview of charitable giving in the UK, 2010/11

Charitable giving remains widespread with 58% of adults donating to charitable causes in 2010/2011

SINGLE ISSUE CAUSES

The creation of hugely

publicised annual events

encouraging a one-off

donation/participation such as

Sport Relief, Live Aid, Race For

Life, and most recently, Hope

for Haiti are effectively

branding the cause.

People get behind these single

issue causes instead of

committing to long term

action.

DIRECT DEBIT DONATIONS ACCOUNTS

FOR LARGEST £ SHARE

“The use of online giving is increasing

although it is still much less common

than methods such as direct debit”

Despite cash donation being the most

popular method, Direct Debits account

for the greatest volume of donations

each year.

Source: UK Giving 2011: An overview of charitable giving in the UK, 2010/11

This is mainly facilitated by the

increase in online penetration.

A ‘CLICK’ WON’T SAVE THE WORLD

We need to harness this trend, and use it to our advantage, by aiming to

convert the Slacktivists’ enthusiasm for sharing charity messages into

actual and sustained donations to future causes and events - not just those

that are receiving a high level of media coverage / are trendy at the time.

The bottom line, really, is the bottom line. We shouldn't judge any activism -- online or off, old-fashioned or

newfangled -- by its medium or by how much it requires of us. Instead, it should be the results that matter. If we really

could save the world with a few clicks of the mouse, then only a fool would protest.

Nancy Lublin is CEO of Do Something.

Source: en.wikipedia.org, www.dosomething.org

‘SLACKTIVISM’ IN ACTION

The Kony 2012 campaign shows how quickly the internet can be used to grow an

idea. People see social networking sites as a platform for ‘doing good’ by sharing,

tweeting, liking and commenting on topical issues and charitable causes. Although

there are various studies to suggest that these ‘slacktivists’ are more likely to donate

to charitable causes, they are not necessarily doing so.

This video was uploaded just over three weeks ago and

has been viewed over 85 million times.

Twitter is fast becoming the quickest way for people to

obtain news and keep up with trending topics

Source: www.youtube.com , www.socialflow.com

WHO DO WE NEED TO

TALK TO?

Our target donors

are educated,

intelligent and

prosperous.

They expect to see a

return on their

investment when

donating, therefore

expecting

transparency in the

deployment of

funds.

Hungry for

information, they

consume and share

vast amounts of

content surrounding

their key passion

points – largely

online.

When it comes to

charity appeals, it

takes a lot to gain

and maintain their

respect, trust, and

attention.

Motivations to donate to Charity:

Appeals Online / index 199

News & Current Affairs / index 166

Source: GB TGI 2012 Q1 (October 2010 – September 2011)

ABC1 Adults 25-54 + Higher/Further

education/Masters/Doctorate (Base: All Adults)

Our target donors

Source: OfCom Communications Market Report 2011

INFORMATION: THEY WANT IT FIRST AND

THEY WANT THE BEST

Source: GB TGI 2012 Q1 (October 2010 – September 2011) – INDEX , OfCom Communications Market Report 2011

Financial Times, 301

The Guardian, 228

The Times, 163

The Independent, 168

The Daily, Telegraph 115

Daily Mail, 64

Quality news titles over-

indexing vs mid

Internet, 145

Quality News, 134

Cinema, 130

Poster Exposure,

114

General Magazines

, 91

Mid Market News, 84

Channel 4, 67

Five, 57

Commercial Radio , 56

Popular News, 43

ITV1, 29

Large increase in users

browsing news and

content via mobile

AND THIS IS WHERE THEY GET IT

SO, TO ENGAGE WITH TARGET

DONORS, WE NEED TO BE:

Reactive

In the same way that MSF aim to be the first at the scene of crisis, they should be the first to react to it in the media.

Informative

Their presence at the scene should facilitate the generation of content/information that no journalist can provide as quickly as they can. This would inform donors of exactly how money is being spent, and where.

Thought-provoking

The target donors do not like being make to feel guilty by charity appeals, but to be inspired or shocked by content that makes them think, and offers them an opportunity to make a difference.

In the right place, at the right time

News is a key passion point for our target. They are hungry for information, and actively seek high quality content. MSF must therefore be active in these environments.

Transparent

The target donors are smart. The wool cannot be pulled over their eyes. They need to see the facts, figures and most importantly, the impact of their donation.

Engaging in these ways will ensure that they feel confident that donating to MSF is a well-informed and worthy choice.

THE HUMAN TRUTH.

People always remember where

they were when a crisis occurred.

This nostalgia evokes emotion, and empathy.

Source: FoxNews , ‘How Personal Nostalgia Influences Giving to Charity’ Merchant, A., J. B. Ford, et al.

2011, Journal of Business Research, 64(6): 610-616.

“Personal nostalgia provides an emotionally engaging means for

bonding a donor to a nonprofit organization”.

WHERE

WERE YOU

WHEN…?

WHERE WERE YOU…?

…When Chechnya was ravaged by war?

WHERE WERE YOU…?

…When Asia drowned?

WHERE WERE YOU…?

…When Hurricane Katrina tore Louisiana apart?

WE WERE THERE.

MSF are always among the first on the scene of a

crisis. Sometimes even before the media know it’s

happened…

…or before the UK has even woken up.

We want target donors to understand that MSF

couldn’t offer immediate and continuous crisis aid

without their donations.

THE HOOK

Where were you?

Thought-provoking ads, containing

haunting/shocking images of past and present

crises, asking the user to think back to where

they were at the time.

The final image being MSF in action, with the

line “We were there”.

EVENT OCCURRING NEWS

BREAKING

Where were you?

Your money was saving lives while you were sleeping – we want this idea to evoke empathy for the cause and make them see the worth of donating not just once as a crisis happens but for the NEXT crisis too.

WHILE YOU SLEPT, WE SAVED XXX LIVES

AS YOU READ THIS, WE’RE SAVING A LIFE

HAITI: WE’RE ALREADY THERE

THE FIRST 3 DAYS ARE CRUCIAL

c

c

Hurricane Katrina 2010

Japanese Tsunami 2011

Asian Tsunami 2004

BEING WHERE THE PEOPLE ARE

We would recommend buying

sponsored search and pay per

click (PPC) ads to ensure that

we are visible amidst the media

coverage of the crisis at its

peak.

Source: Google Insights, Google

PLATFORM CHOICES

Tactical Paid Search

(PPC)

+YouTube promoted

videos

Engaging online

display on top-

ranking, quality

news sites

Sponsored Trend

Sponsored Tweet

Contextually targeted

replies

Ambassador recruitment

Capitalise on heightened

media coverage

Exploit vast levels of search

traffic

Give them the information

they are looking for.

Presence in the most

contextually relevant

locations

Targeting when they are

most engaged in the crisis

Relevancy

Reactivity

Targeting ‘Slacktivists’

Use existing followers and

influence to tell the MSF

story

M

E

D

I

A

R

O

L

E

Target ‘Slacktivists’

Twitter can be used to:

EXPLOITING THE MEDIA NOISE

1. Reply to any public tweets (either manually, or

via an auto-reply bot) mentioning the top trending

terms relating to the crisis (e.g. #Haiti) with a

message telling the user that ‘We Were There’ and

a link to the MSF website.

3. Provide detailed updates from MSF staff @ crisis

ground level. Giving target donors the level of

detailed information that they seek, and cannot find

from other sources.

E.g. Aid delivery update, number of lives saved,

images from the scene.

2. Buy promoted Tweets, or a sponsored trend such

as “#Wherewereyou” or “#WhenHaitiwasshaking”

ensuring that the MSF message is surrounded by

relevant trending topics, and visible to those that

are engaged with the crisis.

We were there. We’re there now…

WE WILL TARGET THEM WHEN THEY ARE

MOST ENGAGED WITH THE CRISIS

WHERE WERE YOU WHEN HAITI WAS SHAKING?

Story about crisis

Reactive online

display elements to

include ad units

surrounding

breaking news

stories of the crisis.

Harnessing the

emotion that the

stories will evoke

with thought-

provoking tagline,

and providing them

with a call to action.

WHERE WERE YOU WHEN HAITI WAS SHAKING?

WE WERE THERE…

BUT WHERE WERE

YOU?

AND WHEN IT IS MOST

CONTEXTUALLY RELEVANT

Story about crisis

WE CAN EVEN TARGET POTENTIAL

DONORS ON THE MOVE

"Every barrier means money lost, so the

path from conversation to donation

must be as smooth and intuitive as

possible”

We would recommend a purpose built app

or mobile optimised version of the site for

donating.

This allows us to reach people who

consume news and information mainly

through their mobile.

Source: Institute For Philanthropy (2011)

PROMOTING INFORMATIVE AND

INTERESTING FOOTAGE FROM THE FIELD

Where were you?

Using footage

obtained from the

field during previous

crises, we would

recommend

investing in

promoted YouTube

videos, using high

volume, crisis-

relevant keywords.

This would ensure

that MSF’s presence

is as optimised

against the media

buzz on YouTube as

possible.

SHOW THEM THE MONEY

Donors/ potential donors want to know

how their money is going to be spent.

A current crisis microsite should be the

destination for all reactive campaign

activity.

Documenting the detailed efforts being

carried out at the crisis zone provides

donors with the return on investment that

they need, and potential donors with the

education to make an informed choice to

become a donor.

Exclusive content showing them exactly

how their funds are being deployed,

ensures that they see the cause in action,

reaffirming their belief, and promoting

advocacy.

Day 3

Updates from base camp

Donor Zone

A WORD ON ROI…

To achieve the specified ROI of

1.5:1, this campaign template

needs to generate £150,000 of

donations.

This equates to 9,375 people

donating £16 once.

This campaign reaches 4.6 million

@ 8.62 OTS.

We only need to convert 0.2% of

the audience to hit the ROI

4.6m

9,375

THANK YOU

Our solution recognises that MSF’s values of being there

first, making an ongoing commitment and fearlessly

championing what we believe in, offer a powerful

antidote to the prevailing trends of ‘slacktivism’ and ‘text

and forget’ fundraising.

It is these values that our strategy will bring to life, by giving

our audience the knowledge they need to make an

informed choice, and giving them access to ongoing

reportage that galvanises them and their networks.