Shortlist for Individual Giving Campaign of the Year
Dogs Trust
At the beginning of 2023, Dogs Trust had 1,200 dogs waiting to come into their care, but had almost run out of kennel space. Increasing the number of foster carers was the only solution. The Home From Home cash appeal asked their warm supporters to contribute by donating to help fund more foster carers who will love and support a dog until they find their forever home.
The appeal raised almost half a million pounds and helped Dogs Trust to double its number of Home From Home Foster Carers in 2023. Aside from their Christmas appeal, it was the most successful fundraising appeal of the year, despite being launched in the midst of the cost of living crisis.
Royal National Lifeboat Institution (RNLI)
The RNLI’s In-house Face-to-Face Fundraising relaunch was an extremely effective and impactful Individual Giving Campaign that demonstrates the power and benefit of face-to-face fundraising as a mass engagement fundraising and awareness tool. It fundamentally changed how this widescale team operated, switching from a Summer focused campaign to a year-round model, recruiting a far more diverse demographic of fundraiser.
The campaign beat all expectations with over 36,000 new direct debit donors recruited, the average amount given more than doubling to over £80 per annum and the overall pledged income being almost £2.9 million per annum. The campaign also delivered over 300,000 water safety messages which had a demonstrable impact on keeping people safe and even saving lives. The campaign was delivered with only two complaints, a low cost per acquisition of £110 per donor and has built the foundations for ongoing development and success for the RNLI in-house Face-to-Face team.
War Child
War Child’s ‘Bombs Are Still Falling’ Ukraine Campaign was designed around a video advert initially made for Facebook and Instagram paid social channels. The advert featured War Child Ambassador Gillian Anderson, highlighting our ongoing work supporting Ukrainian children, to inspire potential supporters to become regular giving donors.
The video script was co-written with Gillian Anderson and filmed on her visit to Ukraine to meet children War Child work with, resulting in a powerful and deeply authentic piece.
From creating bespoke Gillian Anderson themed supporter journeys and incentives, as well as expanding on the campaigns initial success to break into previously untested channels such as DRTV, the campaign was fully optimised in several ways.
The campaign results blew every target and metric set out of the water and has unlocked many new and exciting opportunities and audiences, including a YouTube strategy and more Ambassador-led propositions.