The Southampton-based Sailors’ Society is an international Christian charity set up to support seafarers across the world, enhancing and enriching their lives, in, what is often, a demanding and often isolated job.
It is the Sailors’ Society’s mission to replace a common feeling of isolation amongst seafarers with a sense of belonging. With operations in 100 ports across 30 countries, it’s a huge but rewarding task to provide vital assistance to seafarers regardless of their nationality or faith. Through its international network of Port Chaplains and Seafarers’ Centres the Sailors’ Society delivers a range of welfare services, practical facilities and faith support for merchant seafarers.
Requirements – working together for a good cause
The Sailors’ Society’s hard-working marketing team needed support, particularly with the PR and promotion of the charity’s good work. It was important that they could rely on a marketing partner to forge excellent links with a wide variety of press including; local, national, regional, marine and shipping publications, religious magazines and charity press. With this exposure, the Sailors’ Society aimed to increase awareness of its work, to find more volunteers and to make a significant difference to its level of fundraising.
Solution – creative approach for forward planning
The Sailors’ Society Marketing and Fundraising Director, Jan Webber, chose LCM, as a result of its experience with not-for-profit organisations, along with the passion and enthusiasm displayed by the LCM team members.
She said: “It was clear from the beginning that the Sailors’ Society and the LCM team would complement each other, which has been proved over time. LCM has come up with some great ideas; they have a very forward-thinking approach.
Results – coverage that make a difference
“Thanks to a solid relationship and excellent communication between the two parties, I know that the Sailors’ Society PR is in good hands.” added Jan.
Recent results have included a £20,000 boost from the LCM-inspired Merchant Navy Day campaign, and national television and radio coverage of the 2008 Woolly Hat Campaign. Channel Five’s flagship morning programme ‘The Wright Stuff’ covered the recent Woolly Hat Week Campaign, whilst Radio 2’s Ken Bruce, BBC regional radio stations and numerous local newspapers gave the initiative valuable coverage.
Next Steps
LCM and the Sailors’ Society are set to continue their quest to improve awareness of the charity’s work and, in turn, boost fundraising for the Sailors’ Society. Plans are already underway for a major Southampton-based fundraising event later this year and LCM is also supporting senior staff at the charity with the development of their international media presence.
