COVID-19 made it both harder for Berry Street to raise funds but more important than ever to do so.
Tax time this year was anything but normal. This wasn’t a Tax Appeal, but rather an Emergency Appeal that would give us an opportunity to speak to a whole new audience.
We created a two pronged approach that combined both a traditional tax messaging with a gift catalogue campaign to engage first time donors.
FUNDRAISING WAS HARDER AND MORE IMPORTANT THAN EVER
COVID-19 led to an immediate increase of children in foster care due to the rise of domestic violence and the negative impacts of isolation on vulnerable families. Berry Street needed to raise vital funds during its Tax Appeal, but could no longer rely on its traditional face-to-face fundraising or outdoor advertising.
A two-pronged approach was required. Alongside its Tax Appeal targeting ongoing supporters, we also ran a virtual gift catalogue campaign that allowed audiences to buy presents for foster children. This provided first-time donors with a tangible way to help children immediately affected by COVID-19.
Our creative tapped into the feelings of a child in care, and from there we targeted audiences that had similar characteristics to current supporters. Then it was a case of optimising the creative weekly and adjusting the campaign as we went. This agile approach ensured that the campaign constantly improved and stayed relevant despite the ever changing mess that was 2020.
- Campaign Strategy
- Campaign Execution
- Audience Insights
- Analytics & Data Insights