When developing a brand, many marketers think of posters or TV spots. And yet there are other less expensive and more sustainable ways of strengthening a brand image. A street campaign not only gives you the opportunity to secure your organisation’s presence in the public field, but it also enables you to create a lasting impression in a personal conversation. Furthermore, the costs for image-boosting measures can be refinanced from income, for instance from product sales.
The NPO brand as a daily companion
Product sales for an international charity
Starting situation
An international aid organisation was planning a multi-stage campaign to increase its level of familiarity and prestige.Concept
In order to improve prestige, a special campaign was developed for the charity’s website and a matching product developed for daily use. The consumer product would also be available to buy in a street campaign, which was intended to generate addresses. Purchasers and interested parties were to be followed up by mailings and phone.Measures
- Development of the campaign theme.
- Product evaluation to match the campaign theme.
- Negotiations with manufacturers.
- Design and text suggestions for the product and specification of the RRP.
- Secure cash logistics.
- Carry out the campaign.
- Evaluations and analyses.
Results
- 160'000 informal conversations.
- 16'500 products sold.
- 11'088 addresses of potential donors collected.
- 3'000 additional donations.
- Sustainable and free image advertising thanks to the eye-catching branding of the product, which is also frequently used in daily life.
From initial contact to permanent donor
Campaign for an environmental organisation
Starting situation
An environmental organisation wanted to acquire qualified addresses and use various fundraising channels to turn them into permanent donors.Concept
A multi-stage campaign was carried out. The initial contact was created in street campaigns, where the focus was on providing information and a deliberate decision was made not to mention donations. The top priority was to acquire as many qualified addresses as possible. In the second stage, a personalised postcard with a photo of the dialoguer was sent out, notifying the recipient to expect a phone call. The donation query (recruiting new members) was then made by phone, after the individual had had enough time to consider the matter.Measures
- Planning and implementation of the information stand campaign.
- Development of all necessary advertising and communications tools, from the information stand to the thank-you letter.
- Handling of all mailing and dispatch activities.
- Carry out the telephone contacts.
- All the IT processing, recording of addresses, modifications, handing of the DD/VESR payment traffic.
- Data synchronisation with the NPO.
- Continuous evaluation and analysis at every stage of the campaign with response quotes etc.
Results
- 18'000 conversations on the stand.
- 1'800 qualified addresses.
- Over 600 DD donors.
- Over 300 VESR donors.