Fund-campaigning(Only slightly better than Fund-paigning or Camp-raising)

Shame Shell: invest now

Objectives:• Shame Shell in front of shareholders• Campaign awareness• Raise funds for cost of media• Generate additional media coverage and other

exposure for campaign• Empower our supporters, giving them a clear

role and amplify their voice through the campaign

• Revitalise perception of AIUK brand image

Shame Shell: invest now

Strategy – 3 phase approach

Phase 1 - MobiliseTarget: Supporters and social consumers

Objectives: Engage supporters. Raise funds for cost of media. Disseminate ad as far and wide as possible online

How: Email, social networks, blogs, media sites and press release.

Shame Shell: invest now

Strategy – 3 phase approach

Phase 2 - ShameTarget: Shell Investors, Shell executives, their peers and

financial workers

Objective: Campaign awareness. Shame Shell. Engage Shell

How: Full page ad in Financial Times and Evening Standard and 48 sheet Advan driving around AGM and the city

Shame Shell: invest now

Strategy – 3 phase approach

Phase 3 - Spark debate

Target: Shell Investors, Shell executives and financial workers and Shell consumers

Objective: Campaign awareness. Shame Shell. Engage Shell

How: Press release, film, blogs, media and social networks

Shame Shell: invest now

Max

imis

e G

ift

Shame Shell: invest now

2 dimensional gift optimisation

Maximise click thru’s

Shame Shell: invest now

Landing page special bits

Email 2

Update

Thank

Value

Urgent

Remind

Shelled out for our ad yet?

Shell's embarrassing gas problem

Email 3

Update

Thank

Value

Information

Involvement

Future plans

Thanks for Shaming Shell

Email 3

Thank

Value

Exciting narrative

Impact

Hope

Determination

Over 70 blogs and online media pick ups.

“…the response on Twitter & Facebook has been exceptional. … Biggest online 'splash' we’ve had.”

Fiona, Amnesty Online

Communities Editor

Targets:• Engagement/agreement from

Shell

• Additional media exposure

• 1, 250 people donating average gift of £16 = £20,000

• 30% of donors to be new donors

• 100 prospects converted to financial giving

• 50 lapsed members reactivated

• 100 new contacts/donors

Shame Shell: invest now

Results:• Public commitment from Shell to reduce

gas flaring in Niger Delta.

• Guardian, bloggers and trade media (70+ online pick ups in total)

• 2,285 people donating average gift of £17.65 = £40,330 (inc Gift Aid)

• 32% of donors never donated before

• 256 prospects converted

• 91 lapsed reactivated

• 564 new contacts/donors

• Shell has announced that they are committing $2 billion to reducing gas flaring in the Niger Delta in the coming years.

• 8:1 return on investment.

• A new model for integration of campaigning and fundraising.

• Perception of brand image revitalised – seen to be more innovative, bold, confrontational, relevant and dynamic. “Could this be the rebirth of Amnesty – an emergence from the shadows of letter-writing and reactive press releases?” Fryingpanfire.com

• Tested the potential of online mobilising and fundraising.

Outcomes

Why did it work?• Chased the media ‘energy’ around oil spills.• Radical and confrontational tactic…for Amnesty!• Gave the movement something to move against• Put supporters at the heart of the campaign – “We really need you to

make this happen”• Fresh engagement mechanisms – buy your share (1cm square), £30+

gets your name in the paper.• Specific tangible ask• Exciting and eventful narrative• Strong ad gives people something to forward on – see it before you buy it.• Honest and transparent. Updates, comments etc.• Empower, thank, value and inform at every stage.

Shame Shell: invest now

Learnings• We had good contingency planning

– Not enough funds– Too much funds– Ad being pulled– Libel case from Shell– Shell ad same in paper

• IS vs UK approvals process• Need Paypal• Tracking social network, bloger etc donations• Chase energy e.g. Gulf of Mexico oils spill• Specific ask e.g. 1cm square• Time sensitive• Donations come in quickly, hit £20k target in 24 hours. Therefore no need to start

fundraising too early• Show people the ad they’re paying for• Incentivise bigger gifts, e.g. £30 gets you name in the paper.• Internal excitement, from fresh idea and self created ‘crisis’

Shame Shell: invest now

“It's been one of those days when I really really love working here. It's been a

fantastically joined up piece of work”

- Head of Campaigns