Bottom Line Ideas
Getting more awareness and
credibility for your buck
Kevin Baughen
@kevbaughen (#charitycomms)
© Bottom Line Ideas 2009
Bottom Line Ideas
Credibility
Bottom Line Ideas
Why credible communication is
important
Bottom Line Ideas
Think about your activities in
tiers of communication
Motor Neurone Disease Association – “A world free of MND”
© Bottom Line Ideas 2009
Raising AwarenessCare
CentresProviding equipment
National support & advice service
Research
Sarah’s Story
Cinema adverts
Media & PR
Poster campaigns
Viral video & online
campaigns
Local events
F’raising campaigns
DM & Corporate f’raising
campaigns
F’raising campaigns
DM & newsletter
Membership programme
Bottom Line Ideas
© Bottom Line Ideas 2009
Bottom Line Ideas
Ensure it is relevant to your target
campaigning & supporter audience
Making this a
success...
Have a clear, articulated
core message(s)
campaigning & supporter audience
Build internal awareness
and momentum
Bottom Line Ideas
Use carrot & stick to ensure core
messages delivered consistently
Work with this model across silos
(needs senior buy-in)
Regularly review success from
the audience’s perspectiveMake sure
the right
people are
held
accountable
for success
Bottom Line Ideas
Questions?
