March 12, 2010
After several years of boardroom turmoil a group of Liverpool FC fans decided to take action. Their plan was to raise awareness and encourage 100,000 fans to pledge £5,000 each in order to raise the £500M needed to buy the club and clear its debts.
The biggest challenge was one of communication. There are enough fans out there to raise the money but they had to convince the fans SLFC’s proposal was viable and that the board were professional and capable enough to run the club. They also needed to re-assure potential members that it would be run democratically and that every penny pledged would be spent in the interests of the club, its fans and the community. SLFC approached extravision to handle their communications.
A combination of press releases, newsletters and viral email campaigns has so far collated around 40,000 contacts.
Posted by Jenni Malley
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