promotion! with mike kingston. great advertising & promotion promises people what they want
TRANSCRIPT
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