10 years in the past, somebody determined to run a half marathon…however with a catch.
Additionally they needed to surrender alcohol to enhance their coaching and really feel higher within the month main as much as the race.
What got here from this was a complete lot of curiosity, questions, and some inquisitive seems to be.
However in the end, the end result was far larger than a half marathon private report. This initiative grew into the viral sensation referred to as Dry January® – the month-long, alcohol-free fundraising marketing campaign.
The charity behind it’s Alcohol Change UK. At Fundraising In every single place’s Members Convention 2023, we talked with Group & Problem Occasions Supervisor, Robin Plowman, on how his crew achieved their greatest 12 months ever and proceed to take care of fundraising momentum.
Learn on for the important thing classes your charity can use to construct your model and lift more cash.
Soar to a piece
Who’s Alcohol Change UK?
Whereas the Dry January® initiative is a decade within the works, Alcohol Change UK as a charity is pretty new, popping out of a two-charity merger in 2018.
And whereas fundraising is an enormous a part of their actions, the charity’s mission centres on driving key modifications for a world free from alcohol hurt.
Their targets embody:
- Bettering data in alcohol hurt
- Higher insurance policies and remedy
- Shifting cultural norms and consuming behaviours.
Robin illustrates how Dry January® falls into this, as a significant initiative serving to the charity advance a change in consuming behaviours.
“It’s not a fundraising-driven marketing campaign. It’s a part of our charity-driven goals, it’s about assist and serving to individuals.”
Robin Plowman, Alcohol Change UK
Let’s have a look at a few of Robin’s prime ideas for sustaining momentum for the thriving marketing campaign, ten years on and going sturdy.
Prime ideas from a decade of Dry January®
For members, Dry January® is easy: hand over alcohol for 31 days.
However for the charity, there’s a transparent technique.
What began as a two-person fundraising crew is now a crew of 10.
And this small crew takes delight in a easy observe each charity can use to develop and enhance: always testing, optimising, and studying what works finest.
Maintain your mission entrance and centre.
The Dry January® marketing campaign raised over £19,000 with a slick, customised JustGiving microsite in 2023, creating an unforgettable expertise for supporters.
That is one thing you are able to do to your fundraisers too, with JustGiving Web site Builder™!
However how did it get there?
Robin says, “It’s not fundraising-first, however we work with our comms crew to ensure we’ve all the time bought the fundraising messaging there and fundraisers doing the marketing campaign.”
It’s not a fundraising marketing campaign for the sake of fundraising. It’s a behaviour change marketing campaign, which ties proper into the charity’s core mission.
Make it as private as doable.
Robin stresses to go the additional mile with personalisation and to leverage the nuggets of data you’ll find out about individuals.
If you already know somebody’s elevating cash in reminiscence of a beloved one, you may sensitively verify in with them. Or in the event that they’re doing a health occasion, see how their coaching’s going.
You would possibly already find out about the facility of JustGiving’s optimised fundraisers electronic mail journey. Alcohol Change UK expanded on it by constructing a customized journey of their very own.
“We begin by encouraging them to get their web page activated in Week 1. We tailor our emails in Week 2 and three primarily based on whether or not they’ve acquired a donation or not. From there, they go into the primary journey to maintain everybody on board collectively.”
Robin Plowman, Alcohol Change UK
Right here’s what Alcohol Change UK’s stewardship timeline seems to be like main as much as Dry January®:
Check and study to take care of momentum.
Robin and the crew at Alcohol Change UK are always testing completely different methods, leading to a number of small tweaks to Dry January® because it started.
Certainly one of these is with the sensible methods they talk with supporters. Listed here are a number of techniques they’ve launched:
- Drop leaflets on individuals’s doorsteps. Theirs contains a number of info and is strategically scheduled for late December to maximise participation.
- Launch particular incentives for fundraisers. Getting individuals to start out fundraising is likely one of the most necessary items. Everybody who indicators up will get a welcome letter and a wristband. However the crew take this additional with presents primarily based on donation milestones. Fundraisers can earn a pin badge for 10 donations, a t-shirt for 15, and a mug for 20.
- Create one thing enjoyable. Alcohol Change UK constructed a customized app for his or her supporters to encourage the behaviour change and get fundraisers extra concerned. But when this isn’t an possibility, there’s a lot extra you may do to gamify your supporters’ expertise! For instance, might you create digital badges to ship them for fundraising milestones, or encourage wholesome competitors by calling out your fundraising leaderboard?
Attempt in-person occasions to assist your marketing campaign
In case your marketing campaign is already centred round an occasion, you’ve bought it made.
However in case you have a digital marketing campaign (like Dry January®), why not check having an in-person meetup to construct connections and enhance fundraising much more?
The charity did this for the primary time in 2023 with Shoreditch Dry. It was an thrilling fundraising meetup that welcomed individuals right down to London for an in-person, enjoyable, and “dry” occasion, full with an alcohol-free bar, raffle, and dance music!
Make a number of streams of earnings
Alcohol Change UK works with plenty of companions that match their charity’s model.
Enter stage, alcohol-free drinks!
They’ve additionally succeeded with social media advertising segmentation. The crew would publish one set of advertisements round fundraising, and one other on the advantages of the marketing campaign basically. On this case, the fundraising-specific advert included a private story and carried out higher than the campaign-specific advert.
Key takeaways for the largest impression doable
Robin says the techniques the charity goes again to 12 months after 12 months are:
- A central donation and fundraising hub the place individuals can go to fundraise, donate, and study all the pieces they should find out about your marketing campaign. The quickest approach is with Marketing campaign Pages, which will get you a spot to share your charity’s story (together with movies and livestreams), select a collective fundraising goal, showcase your fundraising, and get particular person donations. Or you can also make an extra-special tailor-made expertise to your supporters with Web site Builder!
- Utilizing incentives to encourage individuals to get their web page activated.
- Testing and holding what works.
The three issues which have had the largest impression for Dry January® are:
- The affiliation between the marketing campaign and the charity. When you’ve gotten a marketing campaign as well-known as Dry January®, it’s important individuals know your charity is behind it. Alcohol Change UK did this by embedding their charity identify within the Dry January® emblem, then ran advertisements to advertise and strengthen this additional.
- Encourage fast begin fundraising. They inspired individuals to create their web page earlier, which led to these fundraisers getting their first donation sooner. At JustGiving, we all know this can be a key behaviour that sees fundraisers go on to lift extra.
- Get extra individuals concerned. Alcohol Change UK focussed on changing individuals from merely taking part in Dry January® to fundraising in it. From there, fundraisers had been entered into the e-mail journey so the charity might join with them additional.
ACCESS THE FULL SESSION
Big because of Robin and the crew at Alcohol Change UK for his or her experience and for sharing their ideas with us! We hope these classes from 10 years working Dry January® assist your charity higher join together with your supporters and lift more cash out of your subsequent occasion.
The complete interview with Robin is on the market to Fundraising In every single place members solely. Discover out extra and take a look at different occasions on their web site.
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