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Charities: Making Digital Gains (NMK)

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With so many charities reaching new audiences, and boosting awareness and fundraising levels via digital and wireless media, the scope for success through interactive campaigns is widening. This half-day event will bring together charities and agencies to look at best practice and innovation in the sector...

With so many charities reaching new audiences, boosting awareness and driving campaigns via digital and wireless media, the quest for greater effectiveness in this medium across the sector is taking centre stage.

This half-day event will address the interactive aspects of awareness-building, campaign measurement and managing donor relationships. Focusing on best practice examples of campaigns produced for digital platforms, as well as tackling broader issues, attendance for charity and non-profit delegates is offered at a discounted rate.

Interactive leaps forward?

Given the unique strengths pertaining to the digital medium – cost-effectiveness, the ability to track and measure campaigns, and the levels of involvement achievable through interactive and rich media campaigns – how have successful campaigns fashioned their strategies?

And how have charities and agencies innovated to manage digital relationships in terms of data management, targeting content and calls to action, personalisation, and retaining donors and volunteers?

This event is geared to the charity and social enterprise sector, as well as agency side parties interested in or already involved with the third sector.

Speakers:

Chair: Mark Jones - Editor, Reuters Alertnet
Mark Jones has been Editor of Reuters AlertNet for the past three years. Previously he was content director for an Internet start-up firm specialising in investment advice. His former roles include Global Editor for Reuters Television and he has worked as a reporter, producer and presenter for the BBC.

Margaret Manning - CEO, Reading Room
In 1996 Margaret jointly founded Reading Room, now one of the UK's top five independent award winning digital agencies. Margaret is also lead project director for many of Reading Room's larger project for clinets such as The Disability Rights Commission, British Library, The Law Society and The Energy Saving Trust. Prior to joining Reading Room Limited she was a senior manager at 3i plc involved in business process re-engineering.

Su Sareen - Director of Lateral
Prior to joining Lateral in 2000, Su was Head of Interactive and European Creative Director at Leo Burnett. Originally an Art Director, she's been a senior creative in agencies such as Ogilvy's, FCB, McCann Ericksonn and Grey, winning many prestigious awards. She has also spent time as a commercials director, and as a documentary maker at the BBC. At Lateral, alongside the Levi's® Europe account, Su has enjoyed working with charities like Action Aid, IFAW Battersea Dogs Home, the Foyer Federation and has been running the RSPCA account for 4 years.

Craig Hill - MD, Digital Outlook
Craig established Foresight New Media as one of the pioneering UK New media agencies in 1995, and over 8 years developed into a leading innovator in the entertainment, leisure and charity sectors. Throughout that time he worked with Macmillan Cancer Trust, Whizz-Kidz and Comic Relief . Craig is now Managing Director for Digital Outlook, and continues working with Comic Relief.

Martin Gill - Head of New Media, Comic Relief
Profile to follow soon. Details will be added shortly.

Heather Hopkins - Senior Research Analyst, Hitwise UK
Through analysis of Hitwise data and marketplace trends, Heather provides Hitwise clients with insights to implement successful online customer acquisition strategies. Heather brings 8 years of market research experience to Hitwise. Prior to joining Hitwise, Heather lead a business division at market research firm Dalbar, where she worked closely with financial services institutions.

Sarah Platt - Sales and Marketing Director, Groovy Gecko
Sarah has been with Groovy Gecko since the year 2000 and is a now a respected advisor on streaming media technology and projects. She manages key client accounts and strategic partnerships across a wide variety of business sectors and has advised not-for-profit organisations such as the NSPCC, Amnesty International, the RNIB and the Disability Rights Commission.

Katie Williams - Account Director, Agency Republic
Katie Williams has 8 years experience working both for and alongside voluntary organisations including Oxfam, CRUK, NSPCC, MS Society, NCH, Samaritans, Alcohol Concern, Unicef, Asthma UK and Friends of the Earth.

Tom Mansel-Pleydell - Corporate Development, JustGiving.com
Tom joined Justgiving from European web agencies Pixelpark AG and Syzygy Ltd, where he worked on client web strategy, site design and online marketing projects across several market sectors. Prior to that, he spent two years in New York setting up the U.S. office of a UK-based financial research delivery company.

Neil Miller - Joint Managing Director, DNA
Neil co-founded DNA in 1996. Recent and current work includes a large scale project for Standard Life, the re-launch of www.mfi.co.uk and ongoing management of the Cheltenham & Gloucester account. On the charity side, Neil managed the award-winning ‘Oxfam Unwrapped’ campaign. Charity sector work began with World Vision in 2002 and includes the ‘Donate in memory’ campaign for Cancer Research UK. The integrated British Heart Foundation ‘Sticky Cigarette’ campaign managed by Neil proved so successful it's been made a best practice case study for Cranfield School of Management’s Executive MBA programme 2005–2006.

Dan Maudhub - Head of Marketing, Frog Creation
Dan is Head of Marketing at Frog Creation, a new media agency established in 1998 with a vision to allow organisations to make the most of the internet for communication and process management by combining new technologies with creative ideas. Dan now leads a team that creates award-winning campaigns for clients in the non-for-profit, public and private sectors in the UK and Europe.

Simone Enefer - Fundraising Director, e-Learning Foundation
Simone joined the e-Learning Foundation as Fundraising Director in October 2002. A member of the Institute of Fundraising, Simone’s thirteen years’ experience in the sector has been gained through Marie Curie Cancer Care where, following four years as Community Fundraising Manager for the charity, she worked as Regional Events Manager for London and the South East. Prior to that, she was Special Projects Fundraiser for Scope for three years. After Scope, she returned to education, graduating in Comparative American Studies from the University of Warwick in 1990. Subsequently, she spent time as a Volunteer Tutor teaching word processing to women returners, which helped her realise the importance of computer literacy in today’s workplace.

EVENT OUTLINE

Session 1: AWARENESS

Agency Republic - Generating Awareness
Awareness is a key part of any organisation’s digital strategy that supports other direct response tactics. Our presentation will focus on online advertising, keyword campaigns and viral in addition to the interesting developments in cyberactivism, which brings together both awareness and campaigning. We will also reinforce the all-important accountability of digital brand marketing.

Digital Outlook - Raising Awareness
Summary to follow shortly.

Hitwise - How charities can use the internet to maximize impact
Charities increasingly recognize the cost-effective benefits of the Internet to build awareness and boost fundraising levels. Hitwise will present key findings from its latest report on the performance of the Charity sector, and provide examples of how charities in the UK are using the Internet to maximum effect.

Session 2: CAMPAIGNING

Lateral - RSPCA
Lateral’s first online campaign for the RSPCA was nearly five years ago now. Very little research existed at that point - there was really no road map! I'll be sharing some of our learnings from the ongoing journey of discovery that is our experience of digital campaigning.

Reading Room - The Children’s Trust
The use of the web is of paramount importance to the Children's Trust, not only in providing an easy way to make donations but it is also an extremely important medium to support families and employees of the Trust. The Website provides a wealth of information about the trust and how they work with disabled children; it also provides a secure online facility for referring children to the trust. A Virtual Tour on the site provides a really useful tool to allow visitors and families of children to see the facilities and type of care that can be expected. Fundraising is a key area within the site, advertising events and challengers, providing visitors with information about past events, up coming events and other areas where people can support the Trust such as volunteering, raising funds and local shop information.

Groovy Gecko - Streaming and Webcasting Case Studies
A look at how the NSPCC have built up an impressive online video archive; used live webcasting to reach campaigners and supporters - and how they are now making their online adverts more accessible using interactive subtitles. Also find out how the Disability Rights Commission worked with Groovy Gecko to webcast a press conference with British Sign Language interpretation and live subtitles.

Session 3: FUNDRAISING

Justgving.com - online fundraising
Drawing on experience the company has gained over 5 years and a thousand clients; this will be an overview of Justgiving's learnings and how those have been applied to create successful online fundraising campaigns.

DNA - Oxfam Unwrapped
Neil will talk about what DNA have learnt from 'Oxfam Unwrapped' in terms of how to circumvent some of the factors that act as barrier to people making charitable donations and demonstrate the effectiveness of using the digital channel to do it. How do you encourage more people to give to charity? This is one of the major issues faced by Oxfam, whose focus is to overcome poverty and suffering across the world. To do this they need ongoing support; but getting this is a constant challenge. Oxfam were looking for a new and innovative way to engage people and encourage them to donate.

Frog Creation - eLearning Foundation
The e-Learning Foundation's 'If you'd not had the chance' campaign sought to achieve fundraising objectives through envisioning corporate donors about the charity's cause. Frog Creation's Dan Ghinn and Simone Enefer, e-Learning Foundation's fundraising director will demonstrate how the campaign integrated online and offline activities to deliver a powerful message that achieved rapid ROI and significant long term results.

Price: £70 / £50 charities & not-for-profits

PLEASE NOTE: This event was originally scheduled for 5 May and has been moved forward to 26 May. Tickets for 5 May event are still valid.

Report on the event.

Location

01zero-one, Peter Street, Soho, London W1F 0HS.