The blurring of PR and digital - how

small charities can punch above

their weightAlexandra Holden

Meet Annie…

Meet Target Ovarian Cancer…

• Target Ovarian Cancer is the UK’s leading

ovarian cancer charity. We work to:

– improve early diagnosis

– fund life saving research

– provide much needed support to women with

ovarian cancer.

Our PR & digital positioningPros:

• Strong statistics

• Excellent and

passionate case

studies

• Consistent messaging

• Research expertise

• Public affairs networks

• Investment in our digital

platform

Cons:

• Small team – small

resources

• Proactive v reactive

• Crowded sector – being

seen to ‘compete’

Digital investment• Board approved significant digital investment in

2014 to:– Improve our reach to our key audiences– Reinforce our brand positioning– Increase our fundraising reach– Build capacity for future innovative digital

projects

• Current website sessions up by 80 per cent; users up by 73%; page views up by 85%

• Clinical Trials Information Centre, CNS hub, Symptoms Diary app

Back to Annie…

Women with ovarian cancer

The Ovarian Cancer Postcode

Lottery

Starting early – getting the right

people there…

On the day - photographic

evidence…

Extending our reach…

Digital reach

• Website: 2,500

• Email marketing: 5,000

• Social media: 70,000

• PR reach (includes digital): 18.9m

Campaign achievements

• Over 80 MPs attended, signed the pledge

and had photos taken

• The Minster for Health spoke at the event

and tweeted her support

• This led to a meeting with the Minister,

collaborating with other ovarian cancer

charities.

Recommendations

• Integrate digital into your communication

activities. It is not a ‘stick on’ activity.

• Start early. Create buzz to set

expectations and get the right people

involved.

• Let others get involved. Create dialogue

and give supporters something to do.

Visit the CharityComms website to

view slides from past events, see

what events we have coming up

and to check out what else we

do:

www.charitycomms.org.uk

PR in the

digital age

Conference

3 December 2015

London

#charityPR

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