Shortlist for Fundraising Campaign of the Year

The Big 180: Prostate Cancer UK, Paddy Power and the Professional Darts Corporation

It wasn't just Luke Littler who had a life-changing 2023-24 World Darts Championship (WDC). 'The BIG 180' campaign between Paddy Power, Prostate Cancer UK, and the Professional Darts Corporation hit the target – in more ways than one!

During Paddy Power’s first year as headline sponsor of WDC, The BIG 180 saw them pledge £1000 to the charity for every 180 thrown. The players landed a record total of 914, which Paddy Power rounded up to £1 million. The biggest charity donation in darts history.

The lifesaving partnership saw over 136,000 men check their risk of prostate cancer through the online risk-checker on the Prostate Cancer UK website. A five-fold increase year on year. 71% of these men were found to be at higher-risk of the disease.

The campaign gained widespread support, with darts stars, celebrities, and even Prime Minister Rishi Sunak endorsing it. New champion Luke Humphries also donated some of his winnings.

The judges said: "This campaign was special for the bulls-eye precision with which it targeted its audience.  They really understood the audience, maximised on a key moment and raised a huge amount. The partner and the execution were perfectly chosen, and the results were impressive: £1m raised, 136,000 men completing the online risk checker, and huge visibility for the cause."

 

Choppers don't come cheap: Air Ambulance Charity Kent Surrey Sussex 

Air Ambulance Charity Kent Surrey Sussex (KSS) faced a critical challenge in December 2023 when the charity’s aviation partner went into administration, jeopardising the KSS fleet and lifesaving pre-hospital emergency medical service. While a new partner stepped in, the increased costs threatened the charity’s sustainability. The solution? A rare opportunity to buy a helicopter outright, ensuring a secure financial future – if KSS could raise the additional £1 million needed to buy the helicopter in just six weeks.

KSS turned to Join the Dots for media planning and Open Creates for creative support. Together, they launched the first fully-integrated KSS fundraising campaign, targeting precise regional audiences through radio, press, door drops, and inserts.

The results were groundbreaking: the campaign raised the target £1 million in six weeks and incredibly went on to raise £2 million by the time it ended at the end of June. It became the most successful campaign in the charity’s 35-year history.

The judges said: "Mobilising rapidly, this mid-size charity seized the opportunity to secure a new life-saving helicopter, reaching their target within 6 weeks through a flawlessly executed, insight-driven multi-channel campaign.  Ultimately doubling their target in just three months, this campaign attracted new and repeat supporters and galvanised the community behind their cause."

 

The Story of Kindness: RNLI's 200th year birthday campaign 

On 4 March 2024, the RNLI marked its 200th anniversary – a time to commemorate our past and inspire support for the future. Instead of the usual spring fundraising communications, we launched a combined pack, A Story of Kindness. A booklet revealing the hidden heroes behind every key lifesaving moment in our history: the supporters. 

As well as thanking them, it gave the opportunity to send a gift (whether donation, membership or legacy enquiry) or buy one from our special 200th shop range. The same proposition and asks were delivered through email, social and digital. There were also versions of the pack handed out to visitors at events and shops.

The results were: £1.022M donations (target was £650K), £800K in sales (target was £150K), 990 legacy responses (target was 800), plus 1,600 new members.

It was a fitting celebration of 200 years – and helped ensure we can save more lives in our third century.

The judges said: "RNLI maximised on a birthday celebration beyond just the celebration, and used their milestone anniversary to connect with their supporters, thanking them for their support and inviting them to give.  Raising over £1m and recruiting new supporters and legacy supporters, the campaign beat all of its targets and was a textbook example of a well-executed, multi-channel campaign."