#IoFAwards

BEST INDIVIDUAL GIVING CAMPAIGN SHORTLIST:


English National Opera - The 2017 ENO Harewood Artists Match Campaign

The ENO Harewood Artists programme enables exceptionally talented British and British-trained singers to perform with English National Opera while receiving specialist coaching, support and guidance. The programme costs over £200,000 a year to deliver and is funded entirely through individual donations. Each year in November ENO run a "match campaign" to raise funds for the programme. Within a two-week period supporters are given the opportunity to support the programme and have their donation "doubled" through the support of four major donors. This year's campaign raised a record-breaking £237,965, which will be invested in the future of British operatic talent. 

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Freedom from Torture - Don't Disappear

Freedom from Torture’s GDPR campaign was bold, fearless and provocative. It led with a stark, typographic call to action that linked the donor and the beneficiary: DON’T DISAPPEAR. Online, the radical simplicity of the message got cut-through. In print, it stood out on people’s doormats in a legal sized envelope that was guaranteed to be the first envelope opened that morning. Driving urgency, this use of a black rectangular holding device evoked the imagery of censorship and state oppression. Rooted in insight from focus groups, the mailing was clear to state that THE LAW IS CHANGING, giving the message added gravitas. It combined the urgency of an official mailing with the creativity a small charity needs punch above its weight. The stakes were high, but the results were outstanding.

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ShelterBox - Christmas Campaign 2017, 'Christmas in a Box'

This was the first time that ShelterBox, as a challenger brand, had attempted a ‘traditional’ integrated Christmas campaign in the style of big charities such as British Red Cross. This involved painstaking content gathering from the field, proposition work, and a fundraising strategy working across a range of media including direct mail, digital and press. The phrase ‘Put Christmas in a box’ formed the basis for the campaign, taken directly from a beneficiary – in this case, Solar from Peru who was given aid after devastating floods, making the message completely authentic. Overall we raised more than a quarter of a million pounds, achieving a step change we never thought possible, with the DM element raising 146% of the previous Christmas. This campaign is a great example for smaller charities to follow, showing them that they can compete at Christmas alongside larger charities, if the research, messaging and targeting are right.

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Terrence Higgins Trust - Be Proud. Be Sexy. Be Safe

This campaign smashed all targets by fusing the power of Facebook and telefundraising. The results transformed Terrence Higgins Trust (THT) monthly giving recruitment approach and how we integrate social media with fundraising through an engagement-led approach.

It proved that with inspiring content and effective targeting we can grow a passionate community. And once we have an engaged community, we get better results.

Our agency Open developed a campaign that engaged audiences in Facebook with content which ignited passion for the cause. We retargeted engaged individuals with a tote bag offer, motivating them to wear their support. 

The campaign delivered 84% more monthly donors than target. The cost per donor was 44% lower than budgeted.

As a result of this success, THT are taking a purely engagement-led approach to monthly giving recruitment in 2018.

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Weldmar Hospice Care - Patient Comfort Appeal

A bespoke direct-mail campaign was an entirely new departure for our regional hospice charity – and a significant risk. But it proved to be our most successful ever appeal – producing nearly five times our previous best income and 257% of target.

The appeal demonstrated that, with careful planning and implementation, a small, regional charity can achieve excellent results through individual giving. The appeal raised significant net income – but crucially did not reduce income later in the year. In fact, we went on to produce our best ever Light up a Life result that year and a further £25k from a new Christmas Appeal.

This test activity has opened up individual giving as a new, prosperous income stream for us and we have now developed a full programme that is being implemented in 2018.

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