Charities

Marie Curie Cardiff_RT

We know this is a challenging time for everyone in the not-for-profit and social enterprise sectors.

The ongoing need for continued delivery of care support during times of funding cuts, and increased scrutiny of revenue streams, presents tough times for the best of us.

That is why we have been looking for ways to partner with you to help face these challenges and increase your funding.

More than ever, evidence of success and insight that can help improve your business strategy are crucial.

Here are some of our highlights from the charity sector.

Marie Curie Cardiff

Marie Curie partnered with Exterion Media and ATW to put local nurses in the spotlight, as Marie Curie surpass their target of 600 new regular givers with their station domination campaign at Cardiff Central rail station. 

The objective:
The aim of the campaign was to provide Cardiff commuters with information about Marie Curie’s services and encourage them to sign up for regular giving. In a media-first for Cardiff Central rail station, the activity also aims to raise awareness of Marie Curie nurses who care for those with terminal cancer. Nurse Lauren James, who works at the Marie Curie Cardiff and the Vale Hospice, was at the centre of the campaign, asking people to “Join Team Lauren” and fund a Marie Curie Nurse for the next two years. 

The campaign:
Marie Curie ran an eight-week campaign using a combination of digital, experiential and classic advertising formats, including a dynamic totalizer that counted the number of donations, as they aimed to reach a target of over 600 during the course of the campaign. At the experiential zone commuters were invited to meet and interact with real Marie Curie Nurses, like Lauren, to drive donations and encourage people to find out more about the work that Marie Curie do. 

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work.shop.play.

Charity_blog_RT

work.shop.play. has made a commitment to understanding and communicating with the urban audience. A survey called ‘Inside – all for a good cause’ surveyed the online community of 11,000 members about their attitudes and involvement in charity.

  • 65% of urbanites have made a monetary contribution to charity in the last 12 months (increasing to 77% of Londoners)
  • Nearly half have donated money at least once a month (rising to 55% of those aged 55+)
  • A third say they want to donate more in the next 12 months
  • 41% donate because someone close to them was helped by the charity

Human Appeal sought to raise funds during Ramadan

Human Appeal

The challenge:
Human Appeal wanted to raise awareness of the charity, increasing actions and importantly driving donations during the campaign.

The results:
Those exposed to the Human Appeal campaign on Exterion Media formats are significantly more aware of the charity, and more likely than other respondents to act towards it. Specially, 27% will donate in some way in the future; acting on one of the key objectives Human Appeal was aiming to achieve. 

  • 48% of respondents in the target cities recalled at least one of the Exterion Media ads for Human Appeal
  • 67% of regular bus users in the target cities recalled at lease one of the Exterion Media ads for Human Appeal
  • 57% of those who recalled the Exterion Media ads are likely to take action towards Human Appeal in the future (vs. 14% of those who did not recall)
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  • Our award winning consumer panel, work.shop.play, our wide range of research resources, and access to an internationally known behavioural change company, can provide you with the resources you need to do more with less.

    About work.shop.play

    We can help our partners delve deeper into their target market through our panel. Recently, we made a commitment to research donation activity.

    Did you know:

    • London has the highest level of donors in the UK 
    • 41% donate fairly often 
    • Using a mobile to donate is more successful than traditional method

    Source: work.shop.play 

    Find out more

    View our work.shop.play dashboards here or sign up to our work.shop.play panel here.

  • Direct mail continues to deliver donations for charities. However, there is a need to find new audiences through more welcoming, rather than intrusive means.

    Find out more here

  • Combining Out-of-Home with direct mail activity can be a powerful media pairing in the quest to win more support for your cause. The effect can be to accelerate the impact of the message by reaching people in their public space when out of the home, and to re-enforce and remind at a personal level when recipients receive direct mail.

    WaterAid recently launched its To be a girl fundraising campaign by unveiling a series of impactful adverts on over 3,000 buses throughout the UK and reaching an audience of over 30 million people (Source: BUSADS). WaterAid's adverts, in the style of a fairytale, highlighted what life is like for millions of girls around the world who have no access to clean water.

    The fundraising target was £1m, plus match funding - as a result of the campaign, the total raised was over £2m, coming from nearly 75,000 gifts.

    Bus advertising provided WaterAid an opportunity to launch a highly recognisable campaign and delivered alongside other activities such as direct mail, it can enable the message to be more directly absorbed into the mindsets of consumers.  

    Further findings from the campaign are highlighted below:-

    • There was an increase in gifts coming from new supporters, with 59% of gifts coming from cold donors.

    • WaterAid saw a significant increase in online donations, with 36% making donations online.    

    • 82% of those donating online were from new supporters.

    • The success of online donations would suggest that the Bus advertising was highly effective.

    • Overall awareness increased particularly amongst the 35+ age group and the over 55s.

    • Due to the Bus advertising, there was more of a presence amongst supporters outside of London.

    Exterion Media were delighted to be involved with WaterAid's To be a girl campaign. Bus is the perfect platform to broadcast a charitable message, grab attention and raise awareness on a local, regional or national scale.

  • Charities and Bus Advertising

    With increasing pressure on people's time and pockets and so many issues to raise awareness of; getting the message out to the right people on a regular basis is crucial.

    By combining Outdoor with their direct mail activities, Human Appeal International have seen a phenomenal growth and uplift in donations following a campaign on buses, rail and the London Underground.

    Zahid Rehman, Media & Marketing Manager at Human Appeal said: "The Outdoor exposure has been great, it has allowed us to focus on pretty much painting towns and cities purple! We are on track to hit £15 million this year. May this continue!"


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