making the case for coast how campaigning, communications, fundraising and a few ice-creams saved...
TRANSCRIPT
Making the Case for Coast
How campaigning, communications, fundraising and a few ice-creams saved the England Coast Path
Making the Case for Coast• Insider lobbying
• E-asks
• Case for Coast Report
• Fundraising
• Media
• Campaign Stunt
• Social media
The England Coast Path• A third of the English
coast has no coastal path• Major investment for
coastal communities – £1 a metre to build– Wales coast path brought
in £15 million in it’s first year
• An awesome walk
“A sledgehammer to miss a nut”
Insider lobbying
Online campaigning
• 19,500 petition signatures• 800 letters to local papers• 900 tell a friend• #onecoastforall
Funding the Case for Coast
• Experiment – not tried online fundraising before• Tie in with Newsnight:
“Did you see us last night?”
• Emailed to 10k members/non members• 1.48% response rate• Total raised £2250• Average gift £15
The Case for Coast report
• Key benefits of coast path with case studies
• Infographics• Maps• Front cover photo competition“The best report I’ve read as an
MP” David Rutley MP
Case for Coast launchBringing the seaside to Westminster!
Challenges• Getting permission• Sourcing an ice-cream van• Ensuring the message went back
to Richard Benyon• Telling the CEO you want him to dress up…
Follow up• Social Media• E-ask to supporters – email
your MP• MPs who came given press
releases and asked to sign EDM
• MPs who didn’t come were sent a copy of the report
• Christmas present OS Map
Success?
Difficulty of knowing when we’d won...
• Generic MP response to e-asks
• Insider conversations• No announcement• Natural England map