NSPCC Messaging Toolkit

Background

The Mass Participation Team (MPT) coordinate the NSPCC's mass participation fundraising activities, a mix of third-party and owned events.

With a desire to increase recruitment and income in a challenging market, we were selected by NSPCC to work with them to develop a Fundraising Messaging Framework.

The brief

The opportunity was to create a new messaging framework across the product portfolio that better resonates with and inspires NSPCC audiences, while creating consistency to drive greater income and awareness from the NSPCC mass participation fundraising portfolio.

This messaging will inspire the different audience groups to get involved, be consistent and cumulative, be optimised by product and touchpoint, and, importantly, once signed up, must make the supporters feel confident and empowered to ask others for a fundraising ask. If people are going to fundraise for the NSPCC, they need a narrative to help them deal with the unspoken reality of child abuse. Finally, it must allow the MPT to be prepared and ready with messaging for future zeitgeists and themes.

The work

We started by collecting and analysing the wealth of data, analysis and audience research held by NSPCC: this meant that every decision and component of the framework was evidence-based.

From this, we focused on eight owned and third-party products. We defined four core audience segments and developed a set of guiding principles, the first of which was that 'It's all about helping children' - the driver is helping children, with NSPCC and their services framed by the impact they have, not as the end result. We used these to create a powerful, distinctive, relevant Core Fundraising Proposition to sit at the heart of all comms.

Based on these foundations, we developed the Fundraising Messaging Strategy by audience segment, the Fundraising Messaging Framework by audience group and product, and a set of Fundraisers' Propositions to support participants with their sponsorship asks - a total of 36 variations.

Finally, the Killer team crafted short and long versions of boilerplate copy for each cell and developed an inspiring and user-friendly guide that can be used by MPT, Brand and across NSPCC to implement the framework.

This new framework is currently being tested live in market, so watch this space!