British Heart Foundation Integration of Online and Offline for Fundraising

Integrating Online & Offline Comms:BHF’s Mending Broken Hearts Appeal

Laila Takeh (BHF Digital Manager)

HOPE

Since seeing the campaign

Hall and Partners: Post Campaign Evaluation for BHF

Could be

money or for

stores

Paid media – TV & Press

4

TV

DRTV

print adverts

Paid media - Digital

5

Earned media

Breaking News• Heart Failure Stats

• Science Media Centre

• Interviews with scientists

Target Media• National broadsheets

• News channels

• Regional news

• Online

Soft Launch•Celebrity interviews•Case studies•Photo call •Radio Day

Target Media•On the sofa•National tabloids•Regional Radio•Social media

Owned media

Owned mediashops

members mag

direct mail youtube

1 in 4 saw at least two media creatives, 1 in 10 saw three

TV: 49%

Print: 15%

Digital: 15%

2%

6%

4%

5%

2%

34%

3%

Hall and Partners: Post Campaign Evaluation for BHF: ATL Recognition

Challenges

• Complex scientific message

• Balancing requirements despite wide variety of formats, objectives and audiences

• Internal comms across entire organisation

• Interdependencies but varying lead times

How we did it

• Steering group

• Core project team and representatives

• Integrated planning

• Strands for focus

• Key message and campaign brand doc

• Audience and journey mapping

Do’s and Don’ts

DO

• Define roles upfront

• Create single campaign visual and message guidelines

• Map user journeys and timings

• Daily campaign stats catch ups

DON’T

• Force integration

• Forget contingency planning

• Sweat the small inconsistencies

• Be territorial

Questions?

Laila @spirals