Stokes Croft Land Trust – Fundraising PR and marketing

Million total estimated views from PR activity.

Investors over 6 months

£0

Invested over six months.

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Objectives

The Stokes Croft Land Trust (SCLT) was looking to reach their minimum target of £272,000 through community shares to purchase the People’s Republic of Stokes Croft HQ in Bristol. They selected OggaDoon to assist with the PR and marketing for this campaign, working with the team at SCLT and Hilary Sudbury, Associate Advisor at Co-operatives Assistance Network (a workers’ co-operative supporting the development and growth of Co-operatives) and co-opted SCLT Director.

Results

The campaign surpassed its minimum target by over £50,000 and amassed 440 investors, with OggaDoon’s communications playing a key role in its success. Across the six-month campaign, the Land Trust was featured in Bristol 24/7, Bristol Live, Business Leader, BBC Radio Bristol, Bristol Cable, Good Morning Britain (West Country news segment) and South West Business Insider, with total estimated views of 614m.

The newsletter audience grew to +250 in just six months, with Twitter gaining +230 followers and Facebook +170. For the launch month in November 2021, Twitter achieved 14,100 impressions, up from 0 in October.

“Despite being a new organisation, the Stokes Croft Land Trust achieved its target within six months. We think that OggaDoon’s expertise and communications strategy helped us to connect with investors across Bristol and beyond. We highly recommend them for organisations looking to raise awareness of any future community share offer or crowdfunding campaigns!”

Hilary Sudbury

Associate Advisor at Co-operatives Assistance Network and Co-opted SCLT Director

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Challenges

As the first campaign from the newly established Land Trust, the main challenge was building awareness of the organisation and campaign and finding relevant audiences to invest. This was particularly difficult in the middle of the pandemic, as most communication had to be completed online.

Strategy

OggaDoon met regularly with Hilary and the SCLT team to understand their ambitions for the campaign. From here, OggaDoon created press releases, e-shots and social media to engage audiences and inspire investments. This included informing people who were yet to invest and also keeping investors in the loop with the latest developments from the Land Trust. Over the Christmas period when people would likely be online, OggaDoon ran Facebook advertising to boost investments.

Guerilla Tactics Used:

Email marketing

Social media

Campaigning