UK YOUNG MEDIA LIONS 2012

Transcription

1 UK YOUNG MEDIA LIONS 2012 MEDECINS SANS FRONTIERES / DOCTORS WITHOUT BORDERS (MSF) MEDIA RESPONSE EMMA HAWKINS / LAURA GARRATT

2 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

3 CHARITABLE GIVING HAS EVOLVED Charitable giving remains widespread with 58% of adults donating to charitable causes in 2010/2011 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

4 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.

5 DIRECT DEBIT DONATIONS ACCOUNTS FOR LARGEST SHARE Despite cash donation being the most popular method, Direct Debits account for the greatest volume of donations each year. This is mainly facilitated by the increase in online penetration. The use of online giving is increasing although it is still much less common than methods such as direct debit Source: UK Giving 2011: An overview of charitable giving in the UK, 2010/11

6 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,

7 SLACKTIVISM IN ACTION 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 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. Source:

8 WHO DO WE NEED TO TALK TO? ABC1 Adults Higher/Further education/masters/doctorate (Base: All Adults) Our target donors are educated, intelligent and prosperous. Hungry for information, they consume and share vast amounts of content surrounding their key passion points largely online. They expect to see a return on their investment when donating, therefore expecting transparency in the deployment of funds. 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)

9 INFORMATION: THEY WANT IT FIRST AND THEY WANT THE BEST Our target donors Source: OfCom Communications Market Report 2011

10 AND THIS IS WHERE THEY GET IT Financial Times, 301 The Guardian, 228 The Times, 163 The Independent, 168 The Daily, Telegraph 115 Daily Mail, 64 Quality news titles overindexing vs mid Commercial Radio, 56 Five, 57 Popular News, 43 Channel 4, 67 ITV1, 29 Internet, 145 Quality News, 134 Mid Market News, 84 General Magazines, 91 Poster Exposure, 114 Cinema, 130 Large increase in users browsing news and content via mobile Source: GB TGI 2012 Q1 (October 2010 September 2011) INDEX, OfCom Communications Market Report 2011

11 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.

12 THE HUMAN TRUTH. People always remember where they were when a crisis occurred. This nostalgia evokes emotion, and empathy. Personal nostalgia provides an emotionally engaging means for bonding a donor to a nonprofit organization. Source: FoxNews, How Personal Nostalgia Influences Giving to Charity Merchant, A., J. B. Ford, et al. 2011, Journal of Business Research, 64(6):

13 WHERE WERE YOU WHEN?

14 WHERE WERE YOU? When Chechnya was ravaged by war?

15 WHERE WERE YOU? When Asia drowned?

16 WHERE WERE YOU? When Hurricane Katrina tore Louisiana apart?

17 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.

18 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.

19 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

20 THE FIRST 3 DAYS ARE CRUCIAL Hurricane Katrina 2010 Japanese Tsunami 2011 c Asian Tsunami 2004 c

21 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

22 PLATFORM CHOICES M E D I A Sponsored Trend Sponsored Tweet Contextually targeted replies Ambassador recruitment Tactical Paid Search (PPC) +YouTube promoted videos Engaging online display on topranking, quality news sites R O L E Relevancy Reactivity Targeting Slacktivists Use existing followers and influence to tell the MSF story 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

23 EXPLOITING THE MEDIA NOISE Target Slacktivists Twitter can be used to: 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. We were there. We re there now 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. 3. Provide detailed updates from MSF 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.

24 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 thoughtprovoking tagline, and providing them with a call to action.

25 AND WHEN IT IS MOST CONTEXTUALLY RELEVANT WHERE WERE YOU WHEN HAITI WAS SHAKING? Story about crisis WE WERE THERE BUT WHERE WERE YOU?

26 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)

27 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, crisisrelevant keywords. This would ensure that MSF s presence is as optimised against the media buzz on YouTube as possible.

28 SHOW THEM THE MONEY Updates from base camp Day 3 Donor Zone 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.

29 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. 4.6m This campaign reaches OTS. We only need to convert 0.2% of the audience to hit the ROI 9,375

30 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. THANK YOU