Engaging audiences, understanding motivations and winning support IoF South West Autumn Conference Carrie Bater – Community Fundraiser carrieb@meningitisnow.org

Our fundraising world is changing Decline in income from community fundraising Fundraising Preference Service predicted to have huge impact Low public trust and confidence Huge number of charities competing for donors Carrie Bater – Community Fundraiser carrieb@meningitisnow.org

In pairs, identify a segment of supporters you are struggling to engage Carrie Bater – Community Fundraiser carrieb@meningitisnow.org

Setting the scene – early 2015 Students sit in a high risk group of contracting meningitis Our service users include students and universities Attempting to engage this audience by using existing techniques and materials Income from universities is at less than £3,000 Bottom line – we did not understand this audience and were struggling to engage them Carrie Bater – Community Fundraiser carrieb@meningitisnow.org

In pairs, come up with some innovate ways to engage your identified group Carrie Bater – Community Fundraiser carrieb@meningitisnow.org

Understanding your audience A need to: Make them aware this cause matters to them Increase brand awareness Give them something they want Attractive, bespoke fundraising opportunities Carrie Bater – Community Fundraiser carrieb@meningitisnow.org

A new, tailored strategy Cross-department working to both raise awareness and funds Use of existing young supporters to advise Multi-pronged approach to reach institutions and students Every team in the charity committed to the campaign Carrie Bater – Community Fundraiser carrieb@meningitisnow.org

Tailoring our materials to their needs

Gaining traction Our materials were used in over 70 universities Over ½ million students saw us on social media Won ‘highly commended’ from the BMA, and nominated for ‘best campaign’ by NaSFA

Case study – Durham University Infectious Diseases policy rewritten Symptoms cards and posters distributed Talk from a volunteer at Student Union Student Awareness Week led by students Student-led fundraiser which raised over £4,000 Ongoing support from CFO for future fundraising opportunities Carrie Bater – Community Fundraiser carrieb@meningitisnow.org

How can you convert your ideas into income? Carrie Bater – Community Fundraiser carrieb@meningitisnow.org

Conversion to fundraising Brand awareness is now high amongst students Higher success rate with RAG applications Number of young volunteers has increased by 25% Offering fundraising opportunities that appeal to them Overseas challenge Income currently stands at £8,000 for this FY (7 months in), compared to less than £3,000 in 2015-16 Carrie Bater – Community Fundraiser carrieb@meningitisnow.org

Challenges Funding the materials and microsite initially Cross-departmental working Reliance on volunteers An element of risk Competitors in the market Carrie Bater – Community Fundraiser carrieb@meningitisnow.org

The future is bright We are investing more into this campaign from the initial successes – both in awareness and fundraising Income from universities is set to rise to £50,000 in FY 2017-18 We plan to replicate this model across other groups and are currently looking into GP surgeries and pharmacies Carrie Bater – Community Fundraiser carrieb@meningitisnow.org