10:10 - reframing the climate change debate

When 10:10 was launched on 1st September 2009, its founder had one clear goal in mind; to get everyone, from people to businesses to governments, to cut their carbon emissions by 10% in a year. 

As if that wasn’t enough, 10:10 is also lobbying for a change to daylight savings through their Lighter Later campaign. This high profile campaign has the support of over 20,000 individuals and the backing of groups ranging from Travelodge to the Lawn Tennis Association. Lots to do then! 

With all that in mind Robin Houston, Technical Director at 10:10, uses Pure360’s email marketing software, PureResponse, as the company continues in its quest for change.

Sharing the love with social networking

Thanks to the success of 10:10’s Facebook and Twitter page members of the campaign are well engaged with the cause.

10:10’s Facebook group has nearly 5,000 followers, a great force for rapid response and instant feedback. They also have a big presence on Twitter, with   nearly 5,500 followers. 10:10’s site features ‘tweetme’ buttons on all blog posts.

The success of their social presence is reflected in their email marketing with links to both Facebook and Twitter on every email message they send.

Everybody's different

10:10 recognise that all their followers are different, with varied goals and motivations behind their support for the campaign.  Therefore 10:10 set about targeting different lists with relevant content which help to personalise their emails. 

The communications they send to councils feature council specific content – ie  councils’ energy consumption results and how they could reduce them, whereas schools receive  messages featuring, for example, a reminder about free meters that the Department of Education provide that measure electricity consumption. 

                     

Following each mailing, PureResponse produce reports that are clear and comprehensive.  The reports also integrate with Google Analytics which provided 10:10 with invaluable understanding about what supporters do once they've clicked through from an email to the website.

Using personalisation to build relationships

Building relationships takes time so 10:10 invested a good few months building a relationship with their members before asking them for anything in return. They spent that time sending relevant emails providing recipients with information, tips and news regarding the charity, then on 25th June they asked for help. 

This call for donations came from Eugenie Harvey, 10:10 Director.  The charity’s database held first names so 10:10 ensured that a personalised email was created and sent to followers, appealing directly to the individual. 

The subject line was ’10:10 Yikes! We need your help.’ A bold, honest and eye catching status that proved difficult to ignore.  The email went out through all social media channels simultaneously with the email campaign.

The results

£7,000 was raised as a direct result of this single email, which met and exceeded expectations. 

10:10 were delighted with the response, as Robin said...

“It's been a pleasure working with Pure360. The interface is well-designed and responsive and the way they integrate with Google Analytics is invaluable.”