International missing childrens day 2012 clare cook - missing people

International Missing Children’s Day 2012

How the charity Missing People developed a fully integrated PR

Communications and Fundraising Strategy

The Opportunity: International Missing Children’s Day

The Challenge: How to capitalise on the awareness generated by IMCD to increase public knowledge of the

charity and drive our fundraising

The simple answer

We created three distinct communication strategies:-Brand campaign-B2B campaign-PR campaignAnd integrated fundraising into each one…

Missing People

• Formerly National Missing Persons Helpline• A lifeline when someone disappears• £2 million PA• 12% of young people and 17% of adults aware

of Missing People

The three strategies

Brand CampaignAim: To develop understanding of Missing People and its 116 000 services. Objectives: To reach 2 million people with brand messages by end of 2014-15 Approach- Build on pro bono support and treat this as seriously as financial support

AudiencesUK adults 24-45, likely with children 0-12, mostly unaffected by issue

Phone call

BBH “Turn on your phone

B2B CampaignAim: Create strong group of professional partners who refer missing people and families to us. Objectives To reach 10,000 potential service users with information about the charity via Partners Approach•Utilise established marketing databases•Create limited number of materials with high impact•Use opportunity to integrate fundraising messages into communications Audiences•Young people aged 13-17 who have run away / gone missing •Families registering a loved one missing with UK police forces •Vulnerable Missing Adults aged 19-45

Cycle challenge

PR Campaign/IMCDAim: A high impact PR launch for 116 000 and a step change in awareness of IMCD. Objectives•To reach an audience of 10 million+ with 116 000 key messages on IMCD•To recruit 5,000 new Twitter followers to help the search for missing children•To raise £30,000 via corporate partners and community fundraising on IMCD Approach•Create a series of online and offline high profile PR events online and offline to build ‘head of steam’ and drive fundraising Audiences•UK adults 18-45•Key stakeholders: Families of missing people, Corporate Partners, Strategic Partners, Influencers

The Big Tweet

Fundraising

The Big Picture

• Over £30,000 raised– £12,500 raised by Barclays branches across London– Supporter mailing raised £5,000, including gift aid– Cycle challenge raised £15,000

• PR Coverage with an AVE of £220,000• #116000 messages reached an estimated 20 million • Pro bono BBH advertising campaign worth £1.5 million

on digital billboards, print media and online • Increase in calls to helplines but not overwhelming

What did we learn?

- Integration is key to success- Cultural step change required for fundraising

to become part of charity DNA- Need to focus on building database of regular

supporters- Exciting, high octane moment – cross charity

working and increase in morale