Marie Curie surpassed their target of new regular givers with a rail station campaign in Manchester & Edinburgh



The Challenge

In September 2016, Marie Curie partnered with Exterion Media and their railway franchise partners to run a number of experiential “station takeovers“. 

The campaign aimed to provide commuters with the opportunity to support the charity with a regular gift. Starting in Manchester and Edinburgh, each burst of activity had the aim of recruiting 600 supporters.

The Execution

The Marie Curie campaign ran between September – November in Manchester and was followed up by another burst in Edinburgh between October – December.

Each campaign ran for 8 weeks across a combination of digital, experiential and classic advertising formats, starting with a primer week of little or no fundraising activity. The campaigns included a dynamic totalizer, counting the number of donations against the aim of reaching over 600 supporters during their course.

At the experiential zone, commuters were invited to meet and interact with Marie Curie Fundraisers and, at times, real Marie Curie nurses such as Rebecca and Amy. The aim was to drive donations and encourage people to find out more about the work that Marie Curie undertakes, with Exterion Media offering a platform for engagement. 

The Results

The partnership between Exterion Media and Marie Curie is ongoing and the learnings from the first burst of activity in Manchester were applied to a second campaign in Edinburgh, where the charity exceeded its target of 600 new regular givers. One extremely generous Edinburgh donor signed up to give £100 per month! 

Further building on this success, this activity is currently being followed up by a similar campaign in Oxford, with nine further major UK cities being planned.

Check out some of the press coverage for this campaign here

Marie Curie Stat

“Marie Curie have developed a great partnership with Exterion Media who have been incredibly supportive and dedicated to making this innovative fundraising campaign a success. We have seen increased donor satisfaction with the campaign and vitally have 614 new amazing regular givers who have joined “Team Rebecca” to provide vital funds for our nursing service in the Manchester area. We look forward to continued success moving forward, strengthening both our partnership and offering with future campaigns like “Team Amy” in Edinburgh.”

Kevin Osborne-King
Individual Giving Manager, Marie Curie

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Driving regular givers

1,300+ new supporters collectively gathered in Manchester & Edinburgh

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