RAF Benevolent Fund

The welfare charity that supports members of the RAF wanted to attract a younger supporter base with the launch of an online campaign

RAF Benevolent Fund's 1940 Chronicle
RAF Benevolent Fund's 1940 Chronicle

The charity launched a social media campaign called 1940 Chronicle to commemorate the 70th anniversary of the Battle Of Britain. The aim of the campaign was to reach out to a new generation of supporters and donors, because previous research had shown that 70 per cent of people in its supporter database were aged over 70.

The campaign featured the stories of five different characters who all played a part in the Battle of Britain. Their stories were told through blogs, Twitter and Facebook posts. In this way, the charity brought the Battle of Britain to life for a new and younger generation.

Traffic to the main RAF Benevolent Fund site doubled at the height of the campaign, as did online donations during the four months that the campaign ran.

The 1940 Chronicle received 53 pieces of media coverage, with an advertising value equivalent of more than £30,000, creating more than eight million opportunities to see.

This provided an excellent platform to talk about the RAF Benevolent Fund’s work with RAF personnel, past and present.

The charity followed up on the success of the campaign with a targeted e-newsletter, achieving an open rate of more than 50 per cent (the average industry open rate is 20-40 per cent).

"We engaged with a whole new generation of supporters and online donations doubled while our campaign was running," said Ann-Mari Freebairn, head of communications at the RAFBF.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +

Latest Jobs

RSS Feed

Third Sector Insight

Sponsored webcasts, surveys and expert reports from Third Sector partners


Expert Hub

Insurance advice from Markel

Cyber and data security - how prepared is your charity?

With a 35 per cent rise in instances of data breaches in Q2 and Q3 last year, charities must take cyber security seriously

Third Sector Logo

Get our bulletins. Read more articles. Join a growing community of Third Sector professionals

Register now