TASK: Raise more unrestricted funds after the success of your Christmas appeal
Every fundraiser knows that Christmas is the highlight of the year so how do you get donors motivated to give again in the Spring? We shared transformational stories of homeless young people and how Centrepoint (and their supporters) have helped to unlock entire futures. Catherine, Zinnia, Chelsea and Mai Thao now have better housing, skills, health and education. Lets throw into the mix two regional versions and a film featuring a case study from the mailing to discover if these can uplift response. Time will tell
TASK: Create an integrated donor appeal… with added Christmas sparkle
9-year-old Lily Grace loves RNIB’s Talking Books service. It allows her to indulge in the wonderful world of literature absolutely free and she says it makes her feel magical and special. The only issue is that there are still only a small percentage of titles available for blind and partially people like Lily Grace to enjoy.
This integrated appeal which included a direct mail pack, emails and an online film invited supporters to help RNIB record new titles. The results exceeded all expectations.
<strong>TASK:</strong> Create an integrated campaign to generate more gifts in Wills
Campfire conducted several focus groups to discover the best spokesperson for Alzheimer Society’s next legacy campaign. We tested celebrities, scientists, supporters who have already pledged and beneficiaries. It turns out that people want to hear from people like Lorraine Brown who was diagnosed with early onset dementia at just 61 years old. Lorraine speaks from the heart shes passionate about the work of the Alzheimer’s Society and shes made a gift in her Will to the charity. Who better to inspire others to do the same?
Lorraine now features in a highly successful integrated campaign featuring DRTV, DM and online activity.
TASK: Challenge the existing cold control pack
Newborn kittens dumped like rubbish at a waste treatment centre the cruelty beggars belief and the animal lovers amongst us were moved to tears. But the marketers in us saw it as the ideal heart-wrenching story with which to challenge Wood Greens cold control pack. Currently, the packs are neck and neck with the kittens bringing in a higher average gift.
This shocking tale with a happy ending was perfect for video too. (Dont forget your tissues.)
Emotion is key to getting people to engage and no medium does that better than film.
TASK: Recruit regular givers at 12 a month
Centrepoint’s Sponsor a Room product has made a significant contribution to their work supporting homeless young people. Our new DRTV ad rolled out across national and digital channels has helped continue that success.
TASK: Normalise Will making
A third of people die without making a Will in the UK. To help make the process seem less daunting, this three-minute film sponsored by Centrepoint answers the questions most people have.
TASK: Produce powerful, emotional content for a digital campaign
This moving film for Centrepoint featured the story of Samia, living testimony to the fact that a homeless young person has the same dreams and aspirations.
TASK: Produce a short, punchy and engaging film for social media
You have 60 seconds to convince someone to get off the fence and to say YES to supporting our endangered wildlife. This is what we produced.
TASK: Produce a video to promote The Forces Lottery
One barrier to playing lottery products is a lack of understanding. So we created a simple online explainer video to overcome this barrier. The result, a short and simple animation giving the viewer a clear understanding in just 60 seconds.
TASK: Engage the nation to say thank you on Armed Forces Day
To promote the new positivity of the Combat Stress brand and as part of a public engagement and social media campaign, we produced a film encouraging people to show thanks to current and ex-service men and women. This was supported outdoors using Ad-vans in key locations and fundraising in traditional media.
Ellie Harrison is a hugely popular presenter on the BBC’s Countryfile programme and the perfect spokesperson to front the new recruitment campaign we’ve produced for the South West’s Wildlife Trusts. Timed to coincide with the release of the 2016 State of Nature report, Ellie’s impassioned plea for more people to say YES to Wildlife struck the perfect balance between the rational and the emotional.