Category: Comms

Top ten charity campaigns of 2015

Well done to all those charities who have run bold campaigns in 2015. Not an easy year for the sector with many mergers still on the table, negative stories about about how charities operate in getting their vital funds, the debacle of the Kids Company closing and the Edelman Trust barometer showing trust in charities down 17%.

My top 10 charity campaigns this year are:

Greenpeace Awesome Again

It was good to see Greenpeace’s action in 2014 and mobilising millions to stop the Lego Shell partnership in 2015. Without Greenpeace, life would be much less interesting (and less organisations would be kept in check).

Je Suis Charlie

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Not a charity but certainly a cause, I’m sure most would agree the Je Suis Charlie events were a critical response to the threat against the freedom of speech, inspired by the terrible attacks in France on 7th January 2015.

This Girl Can

I loved This Girl Can campaign developed by Sport England as a celebration of active women doing their thing no matter how well they do it or how they look.

Big Issue Baristas

A very innovative and entrepreneurial way to diversify the work homeless people can do, by training them to make and sell cappuccinos – with eight carts in London, I wish it all the best.

Amnesty’s Virtual Reality ‘Aleppo’ Street

It’s tough bringing home your message and this campaign does just that with specially created headsets. It aims to transport people to a Syrian street to show the destructive effects of barrel bombs.

St John’s Ambulance ‘Chokeables’

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A brilliant idea, using regular ‘chokables’ as the main characters, with voice-overs from Johnny Vegas and David Mitchell, adding weight.

The Lord’s Prayer ad (Just Pray)

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The Church of England planned to run the spot before showings of Star Wars: The Force Awakens, opening on 18 December. As an aside, The Odeon, Cineworld and Vue refused to show The Lord’s Prayer ad . The spot launched the Church of England’s justpray.uk website, which encourages prayer and offers tutorials.

I Saw Your Willy / Share Aware

NSPCC’s great campaign encourages children to think about what they share online; with this campaign they have developed a partnership with 02.

Life-changing Learning

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The Open University has captured the strength of mind, effort and reward that comes from studying a part-time degree – a nice brand builder.

Unicef Snapchat of Nigeria

Unicef recruited Snapchat artists to redraw the pictures made by some of the 800,000 children forced to flee their homes in Nigeria, as part of a campaign to raise awareness of the horrific impact of the Boko Haram crisis on Nigerian children.

These charity campaigns are all brave and ambitious – but more importantly speak to us in a straightforward language, and in my view, increase the perceived value of the charities’ role on the issues. I believe they have every chance of driving new supporters and partnerships.

Wishing you all a great Christmas and New Year.

Giles Robertson, Director of Green Banana Marketing Ltd and independent Marketing Consultant, Marketing Society Fellow, Board Member, Marine Conservation Society

Follow him on twitter @gogreenbanana and Linkedin or email at Giles@greenbananamarketing.com

Five questions to ask of your blockbuster charity film

It’s time to make that all defining film about your charity (or yourself?). The problem is, where do you start? Your content list runs to ten minutes and your main spokesperson sounds like Kevin Spacey at the end of his tether in American Beauty, which is not going to win you new support.

We’ve just made a great promo film about Green Banana Marketing with sister company, Five on a Bike. Four edits later and we were very happy with the results. That’s not bad for a 7-year-old company with dozens of client projects – we’ve seen some films go into double digit edits. Here are my six questions for you to consider, which helped keep me on track and to fewer edits:

Do you have an idea of what you want to say?

It’s great to consider what your key messages are right up front. The really hard job is being tough on what you’d like to show to which audience. Try and list the two or three take-outs you’d like to have from the film. For us, it was showing the value we could bring to people’s work through the story of our projects.Image from edit suite of Green Banana Marketing film

Are you are clear who it is for?

Showing what you do to a group of school kids is very different to presenting to the senior board at Santander. There may be similarities, but I imagine it’s two difference audiences with different needs. Businesses like to see your flair, the impacts of your work and what a likely partnership will deliver. And school kids are no different; they want to be inspired and see how things have changed because of your work. Sometimes explaining the basics of what you do, can be a great start. I remember in one presentation with my Marine Conservation Society trustee hat on, one speaker outlined all that they did related to marine biology, and at the end of the session, the first question was ‘what does a marine biologist do?” Oh dear. For us at Green Banana Marketing, we hoped to speak directly to Marketing Directors of development, fair trade, health, conservation and human rights charities.

What are you hoping as a result of the film?

Is your film a shortcut way of introducing what you do? Or is it an “ask” to show what more could be done with some extra resource? Two very different scenarios –again if this is done right, it can pay dividends. I know one corporate partner film, which allegedly paid for itself within the first six months for a development charity.

How is your brand featured?

Introducing the feel of your organisation throughout is a real art, whether it’s your logo on runners vests doing the Marathon, or campaigning pledges reaching their target, it helps to weave your brand into the story. And of course, do start and end your film with your brand and your mission and finish with a ‘view’ of your vision and your ask for the future.See how the storyboard for Salix / Department for Education compares to final film

Will you do an overview of all your work or slice through one area?

Images do speak a thousand words, but sometimes you forget, if images are not explained with a simple title e.g. “Fracking protest outside Chequers”, they can be abstract and rather off putting.  Start by writing down all the content you think should be in the film, it will end up being enough content for The Godfather part 1 and 2. But never mind, it’s a start.  It’s easier to explain a problem through a story; how your organisation was the hero who overcame the villain, the approach it took and the style of how it works. Telling your story through one person’s perspective always helps. You forget how complex your organisation is and people can really only take in a handful of messages at a time. Mario’s personal battle with cancer and the support he got from Macmillan Cancer Support hits me hard in this film and I get exactly what he went through, what the charity did for him – even within this small focus of their work. Do take the leap and make a film about your charity work – answer the hard questions first and you’ll save time as well as money on the editing floor. And of course, we could help make it very good for you.

Shortcuts Stand out from the crowd – need to know brand and marketing essentials

 

Your invitation to Green Banana Marketing’s next Shortcuts event
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Shortcuts Series

Standout from the crowd – need to know brand and marketing essentials

Free Shortcuts seminar – Tuesday 10th September 2015 9 – 10am

Green Banana Marketing invite you to their free Charity Shortcuts seminar on Tuesday 10 September 2015 at 9am.

Charities need good marketing more than ever – with great pressures to gain new supporters (and more charities to standout from), building your appeal and what you stand for is essential.

Having a strong brand and marketing focus has never mattered more.

This innovative hours workshop will change the way you think about marketing and leave you bursting with ideas on how to build your brand personality, standout from the crowd and attract new supporters to your organisation.

Previous delegates said of the seminar; “very useful and inspiring – the fundamentals of marketing”
     

We would very much like to see you and a colleague at this Free Shortcuts seminar on Tuesday 10th September 2015 at 9am for one hour at the O2 Workshop, 229 Tottenham Court Road, London, W1T7QG.

Places are limited to 20, so please do click here now to subscribe and book your free place.


‘Shortcuts’ seminars are intended to give you the most important information in the one-hour session. Drinks, cakes and a friendly networking session will follow the seminar. 

We look forward to seeing you there!

Kind regards,

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Date: 10th September 2015Time:

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Location:

02 Workshop

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10 tips to maximise growth through your website

Many of the social organisations we work with are going through huge changes, using their “ten year strategy” to answer the question “what would a digitally-enabled organisation look like?” and “how will we thrive in an increasingly digital world?”. These are perfect questions to help shape the future and current offering and the following related questions helped us in working through our recent projects with the Fairtrade Foundation and The British Trust for Ornithology (BTO).

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Mapping the user experience and developing wireframe and related colour schemes for the navigation

1.What’s not working well at the moment? Where are audiences dropping off / not going – why is this?

2.What are your analytics telling you? Do you understand the audience needs and do these change by age / other demographics? Why is that? Do you know how people are using your site?

3.Are you ready for Mobilegeddon? Do start the process of ensuring your site works on different devices from interactive white screen to phones. You probably already know that Google’s search ranking will be affected by how mobile friendly your site it. There is an easy mobile friendly test you can do.

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The mobile experience for teachers using Fairtrade resources

4.Is your SEO / social strategy good enough? Read Google’s guide to SEO, again Google will look harshly at copy that is too small and links that go nowhere. Defining your strategy beforehand (starting with the web copy), will help you prioritise what your main services are.

5. Do you have a strong concept / design? People like ideas- a strong concept can really lift your site usage.

6.Do you have the right sign-up points? Getting the balance right is essential; too many and people will click off your site. Having the main touch points clearly labelled will increase conversion to sales, and to your newsletter sign up.

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Clear and interesting sign up points help the user

7.Why not ask people what they would like to use the site for in the future? Regular users of your site will often have as good ideas as anyone for how the experience could be made even better, we’ve found tapping this interest and using some of their ideas is crucial.

8.Are you using it as a living / agile website? Agile roll-outs are best. Too often the process is to map the user experience to a wireframe and then build the site over 10-16 weeks, which is fine. But it’s better to keep the site alive and agile, adding new features and functionality, so the site has a beginning but no end. There is no web 2.2.

9.Are you linking your CRM to your website? You increase conversion to your site by as much as 50% from users on your social channels, by a few simple campaigns.

10.Are you making lots of new friends? We’ve found links to your site from other respected organisations work wonders for new site visitors and increased search ranking.

If you need help with your web delivery, these are the first questions we would ask, it’s an easy checklist, which starts with your audience and builds things in an agile but logical way.

Giles Robertson, Founder and Managing Director of Green Banana Marketing Ltd, Marketing Soc. and RSA Fellow, Charity Group chairman, Trustee of Marine Conservation Society, member of 2Degrees board of advisers and the Sustainability Growth Group. Follow him on twitter @gogreenbanana or email at Giles@greenbananamarketing.com

Send all our leaders on the London Marathon

Beach body photo blog

What’s not to like about the London Marathon? It’s welcoming – whether you are one of the 750,000 spectators, watching it on TV or more importantly one of the 38,000 people taking part. It’s pure joy, celebration and carnival– preceded by pain and I guess sometimes despair. What makes the London Marathon brand so special is the following:

  1. we all know somebody who was running
  2. the amazing sense achievement, of giving and taking part
  3. the sense of fun and nothing is impossible or is judged to be ridiculous. The most eccentric charity runner was probably Lloyd Scott who took five days to complete the course wearing a deep-sea diving suit. And no doubt ushered in new regulations for the marathon, which state that the race must be completed in one day
  4. the fact that this is one of the biggest fundraisers, during the last 30 years runners have made more than £500m for various charities

We were also all swept up by 2012 London Olympics and the amazing Gamemakers who really made their mark. Now contrast that with the lead up to the general election – the biggest event we were not really invited to be part of – in the weeks leading up to 7th May.   We’ve not been involved in a conversation with the general election. The environment, sport and health have been little discussed. The Green party lost out, by playing down discussions about green issues, to demonstrate a broader understanding of other policy areas.

There has been very little discussion about sport, health and well being; tackling obesity and getting people back into sports. I applaud the This Girl Can campaign and what Dove has tried to do by normalising every day body shapes. But all this seems to have been given the two fingers by the most pointless and shallow ad of our time; an ad for a weight loss drink and beach perfect bodies.

Thank goodness for two bloggers Tara Costello and Fiona Longmuir, pictured, who posed next to the ad, rightly saying they are beach ready.

I want an election a bit like the London Marathon, where;

  1. we know somebody who is running and want to support them
  2. we feel involved
  3. our differences are celebrated
  4. the health of our bodies and the planet are central to the thinking

Poldark’s charity is a funder’s dream

I wonder, if like me, you have been inspired by Ross Poldark, in the BBC1’s 70s remake, which has been watched by nearly 7 million viewers, based on Winston Graham’s Poldark books from the 1940s and 1950s.
poldark 1Set in the 18th century, the main character, Ross Poldark, a British Army officer, returns to his home in Cornwall from the American Revolutionary War only to find that his fiancée, Elizabeth, having believed him dead, is about to marry his cousin, Francis Poldark. Ross attempts to restore his own fortunes by reopening one of the family’s tin mines. After several years he marries his servant girl, and is gradually reconciled to the loss of Elizabeth’s love.

There is plenty to enjoy – at its heart, a story of determination and doing the right thing. Poldark’s physique has been much debated, but it’s his approach, which we think throws up some great analogies for charities wanting to stay true to their beliefs and be true leaders. And they are;

1. At his core is a powerful belief in philanthropy, which comes through every pore

2. He has a vision – turning his new tin mine into a success- which he relentless pursues

3. He doesn’t let short term set backs take him of course, but knows when to call in extra help

4. He knows how to lead people with his vision – of finding tin

5. He understands what it takes to inspire people with words as well as actions

6. He’s keenly aware of how to inspire funders

7. He knows how to gain their continued support, and when to give updates on the progress that has been made

8. He’s happy to go out on a limb for what he believes in – in work and in love, however out of kilter and out of fashion this might be with his immediate circle

9. He leads by example and is consistent to his word

10. Despite much adoration, he is humble, welcoming and a genuinely consistent all round nice guy.

Can Ross Poldark do no wrong?

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The very best charity marketing from 2014

The very best charity marketing from 2014

With so many amazing campaigns, it’s tough selecting the most innovative charity ads of the year. This is encouraging for the charity sector, even though it’s harder and harder for normal people to navigate through the various causes and lend their support.

Charities (and I guess their marketing agencies), have long understood that creating some kind of fame often increases share of mind and this hopefully leads to more support. Charities are often challenged by gaining the resources to support a new campaign. A strong business case helps, and entering the campaign into charity awards can fast track this. The campaign gets profiled in the brochure, 500 marketing folk hear about the charity and better still, if it wins, then profile pieces will be written. The charity may even become the agency’s charity of the year.

First up: NSPCC: ‘The underwear rule’

The underwear rule is a fantastic insight. It is a campaign devised by the NSPCC that provides a simple way to help parents keep their children safe from abuse. It’s simple for both parents and children to understand. This film perfectly captures the right tone and call to action. Well done to NSPCC.

Second place: CRUK ‘Play to cure’

What a great excuse to play a good game, when at the same time you’re helping Cancer Research UK’s scientists identify the DNA faults that could lead to cancer. Well done CRUK – lateral thinking at its best.

Third: Greenpeace ‘Tell Lego to dump Shell’

It’s good to see Greenpeace in action (and succeeding in stopping the Lego Shell partnership!)  Keep up the great campaigning work. Without Greenpeace, life would be much less interesting (and less organisations would be kept in check).

Fourth: Barnardo’s ‘The Nation’s Fridge Door’

Just love Barnardo’s virtual fridge, based on the idea that we all like to share our children’s pictures of robins and pirates, but not all children have parents who care. In every family’s household the fridge door is a symbol of a parent’s pride and support of their children’s achievements. Yet the UK’s most vulnerable children don’t have anyone to give them this support or record their successes.

That’s why Barnardo’s is asking people to turn the support they give their own children into the support for the children who have nobody. The drawings sent in by families were published on their virtual fridge, and a selected few were published in The Guardian and in Barnardo’s stores.

Fifth: Breast Cancer Awareness ‘Fitness Bra Cam’

Breast Cancer Awareness have done so much to change the tone of the issue – brightening it up and making it more accessible. This campaign is a perfect example of this.  In partnership with big companies, who helped them deliver a truly funny (and slightly awkward!) entrapment film!

Some new fame is worth having and these are great examples of charities taking risks but keeping their cause at the heart of the delivery. Well done to all and Happy New Year 2015.

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Happy Christmas from Green Banana Marketing

GBM Christmas card 2014

Green Banana Marketing Virtually Hangout: Marketing Sustainability

Giles Robertson, Managing Director of Green Banana Marketing and associate Sustainability Practitioner, Kim Bailey, took part in a Google Hangout Session on whether consumers have turned-off from green and how marketing can switch them back on.

Check out the video on our You Tube Channel:

Here are the top 10 tips for marketing sustainability that came out of that conversation:

  1. Create your own unique sustainability journey
  2. Gain leadership from the top for an effective team effort
  3. Drop the jargon, avoid ‘greenwash’, go for absolute clarity
  4. Link-up with those in the know to lessen your environmental impacts.  This can be with NGOs such as the Marine Conservation Society to work on marine projects or sustainability experts to gain the right standards and certifications
  5. Develop credible targets and deliver tangible outcomes
  6. Breakdown your vision into bite-size pieces
  7. Use real people and real projects to tell your success stories
  8. Be bold in your ambitions and actions and let people know about them
  9. Social media is your best friend in creating conversations and motivating your customers, explain on a day-to-day basis how you are doing things and don’t ever tell porkie pies
  10. Celebrate success & reward your customers.  Place the emphasis on personal benefit and show how the greater good has benefited too.

Although the good old marketing strategies of knowing your customer and meeting them where they are in their environmental knowledge still holds good; sustainability marketing requires tangible proof for any claims.  Promises need to be delivered.

Green Banana Marketing Ltd’s associate sustainability practitioner, Kim Bailey, works with companies and charities to ensure that they are as green, smart and fair as they claim to be.

Follow us on Twitter @gogreenbanana.