Promotion! With Mike Kingston. Great advertising & promotion promises people what they want

Promotion!

With Mike Kingston

Great advertising & promotion

promises people what

they want

Understandpeople’s outcome

expectations

The 4 big motivators

Fear Greed Exclusivity Guilt

National Lottooutcome expectation?

A. To win £4.5MB. To help a good cause

Fear Greed Exclusivity Guilt

National Lottooutcome expectation?

A. To win £4.5MB. To help a good cause

Fear Greed Exclusivity Guilt

Hospice Lotteryoutcome expectation?

A. To win £1,000B. To help a good cause

Fear Greed Exclusivity Guilt

Hospice Lotteryoutcome expectation?

A. To win £200B. To help a good cause

Fear Greed Exclusivity Guilt

Total population

Previous contact

with hospice

Perceived future need for hospice

No perception of future need for hospice

Total population Previous contact with hospice

Perceived future need for hospice

No perception of future need for hospice

Lottery

Total population Previous contact with hospice

Perceived future need for hospice

No perception of future need for hospice

Lottery

Total population Previous contact with hospice

Perceived future need for hospice

No perception of future need for hospice

Lottery +

Opportunity

HOW• Retain members

• Add new members

You want my money?

Then give me a good reason to give it.

Who are the three people each of us cares about most?

MeMyself

I

Hospice Lotteryoutcome expectation?

A. To win £200B. To help a good cause

Fear Greed Exclusivity Guilt

Fear

• Pension

• Cancer

• Dying with dignity

• Look after dying parent

Guilt

• Give to charity

• Life insurance

• Look after dying parent

• A burden to my children

Fear & Guilt• Cancer touches 1 person in every 4

• Every family can recall a distressing

death of a relative

• Within one lifespan, every family can be helped by a hospice

• Can you appeal to the self-interest of every family, to support their hospice?

Target people who already have, or can be made to feel they have, a connection with the Hospice.

‘We may need the Hospice at some

time in the future.’

Four rules for fundraising

1

Connect the work of the Hospicedirectly to them and their families.

Use examples and case studies of how

an ordinary family, just like theirs -Mum, Dad, Grandpa or son - needed the Hospice. Make it personal.’

Four rules for fundraising

2

Relate contributions to specifics, not generalities.

‘Our Hospice needs £30,000 a week. Every donation helps.’

‘Grandpa deserves a comfortable bed.Only you can help us buy 50 new bedsand make all our grandparents last

days…’

Four rules for fundraising

3

Tell them how much you want them to contribute.

Four rules for fundraising

4

The rule of

three

The rule of three

Ask for £1

You’ll get £1

Ask for £2 or £1

Some will give £2

More will give £1

The rule of three

Ask for £5, £2 or £1

Some will give £5

More will give £2

Many more will give £1

The rule of three

Hospice launches new lottery

Press release

Dying Mums and Dads fed cheese and lettuce for Sunday lunch

Press release

While families everywhere tucked into their roast beef and Yorkshire pudding, forty terminally ill patients at St Christopher’s Hospice lunched on cheese and lettuce.

For over twenty years the kitchen at St Christopher’s has loyally cooked hot meals for patients and staff. Last Sunday, the oven failed for the third time in a month.

The Hospice lottery has launched a special appeal to buy new kitchen equipment and serving trolleys…

‘I’ve driven past St Christopher’s hospice many times on my way to work and never gave it a second thought. Then last summer Dad was diagnosed with cancer, one of the worst kind.We love dad dearly and looked after him at home, but…’

Touch people’s lives directly – guilt & fear.

Great advertising & promotion

promises people what

they want

Touch peoples’

lives