Innovations and trends in communications, brand and fundraisingConference
30 January, 2013
London #CCinnovations
Gemma SherringtonCommunity Giving Director
INNOVATION AT SAVE THE CHILDREN
+
Drivers for Innovation
Busy channelsCrowded marketing environment
Audience insight New audiences
Product gap
Multiple benefits
Cross-org priorities
Aims OF CHRISTMAS JUMPER DAY
1. Raise money 2. Raise awareness
3. Engage new supporters
THE Campaign
DELIVERED CROSS-ORGANISATIONALLY
Community Giving
Media
Production
Brand
Digital
Partnerships
Individual Giving
CHRISTMAS JUMPER DAY: FRIDAY 14 DECEMBER
CHRISTMAS JUMPER DAY: FRIDAY 14 DECEMBER
CHRISTMAS JUMPER DAY: FRIDAY 14 DECEMBER
RESULTS
Trending organically on Twitter on the day
Largest number of hits to our website in a single day
Almost 500 articles published across a range of media outlets
£Exceeded income and participation target
KEY LEARNING
Keep learning, analysing and innovating throughout a campaign
Explore trend and audience driven strategic innovation
Invest for the long-term as well as short-term
Seek cross-organisational support to support innovations
THANK YOU