The mobile phone is a huge part of our lives, almost everyone has one. And almost everyone uses it for texting as well as making calls. This insight is already being used successfully by charities in cause-led fundraising with text-to-donate campaigns. Now it’s about to take off in prize-led fundraising. People’s media habits are constantly shifting and so, like all modern marketers, th...Read more
Inspiration at the IFC 2013 – fundraising in reverse
It’s only my third year at the International Fundraising Convention, but already I have a fondness and emotional attachment towards it. In fundraising terms I’ve become an 'advocate'. On my first visit I was made to feel very welcome as new member of this learning movement, and two years later, I feel part of something special. I tell my wider network what a great event it is for learning a...Read more
Going beyond ‘customer-centric’
'Customer-centric' has been a trending marketing buzzword for a few years now. In the charity world the term 'supporter-centric' is also liberally used. I have just got back from a gathering of marketing/ brand directors where several marketers mentioned to me how they'd 'become customer centric by doing X' or they'd become 'truly customer-centric by changing A, B and C'. Perhaps they've manage...Read more
Introducing Instinctiv – the Science of Response from Brightsource
The accumulated evidence from behavioural economics and social science tells us that a large part of our brain operates on a non-cognitive level. Psychologist Timothy D. Wilson likens the brain to a modern jetliner - able to fly on automatic pilot with little or no input from the human, ‘conscious’ pilot. He says the adaptive unconscious does an excellent job of sizing up the world, warnin...Read more
Small is beautiful for graduate job-seekers
Graduates looking for their first role should think twice about applying for a large, well-known, corporate scheme, and consider the many benefits of working for a forward-thinking SME. Smaller businesses are constantly evolving and more able to make changes to stay ahead of the competition. When a keen, problem solving, graduate has a smart business idea, they will have a good chance of makin...Read more
The Rise and Rise of Technology
Six weeks on from the excitement, buzz and wonderful sharing that was the Institute of Fundraising 2013 National Convention, here’s another look at a presentation I gave to a hardy group of ‘final sessioners’. We all know that the pace of technological change is breathtakingly fast, and getting faster all the time. More importantly, I think we all feel it - the proliferation of new devic...Read more
The best of both worlds: managing prize and cause-led fundraising
If you’ve been jetting off on holiday, or making the most of the sunshine at home these past few weeks, you may not have had a chance to catch up on the IOF convention presentations you missed. This post is the first of three to get you up to speed with the Brightsource sessions…. Widespread success of raffle and lottery campaigns has left charities grappling with the conundrum of how these...Read more
A David and Goliath story of graduate recruitment
The JobCrowd has recently named Brightsource as the Top Company for Graduates to Work For 2013/14 in the advertising, marketing and media sector. And we were also named 3rd overall in The JobCrowd Top 100 UK Companies survey behind Microsoft and Barratt Homes. (But the new 2013/14 league table won’t be published until mid-September).
So how has an SME like Brightsource (100 staff, £45m turno...
Social proof takes campaign performance to infinity and beyond!
With the season of goodwill fast-approaching, the parents among you may be only too familiar with the power of 'social proof'. Perhaps you’ve already conquered the middle-class scrum for this season’s “can’t live without” Pixar treasure? Or maybe you’re saving that pleasure for closer to Christmas when it's really competitive? But it’s not just children who succumb to the “I’...Read more
Does 2% of the mail market represent ‘unfair competition’?
If you asked the apocryphal man or woman on the Clapham omnibus why the Royal Mail is still in such a parlous state (see its latest annual report)… they’d probably say it is all down to those private sector competitors who are carving up Royal Mail through ‘unfair competition’. It’s certainly the line parroted at every opportunity by Dave Ward of the CWU – see his recent comment her...Read more