IT'S NOT FUNDRAISING, IT'S HANDRAISING by Story for VARIOUS EDINBURGH CHARITIES

Adsarchive » DM » VARIOUS EDINBURGH CHARITIES » IT'S NOT FUNDRAISING, IT'S HANDRAISING

IT'S NOT FUNDRAISING, IT'S HANDRAISING

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United Kingdom
Agency Story
Creative Director Dave Mullen
Copywriter Charlie Gordon
Digital Creative Director Ailsa Jones
Released November 2009

Awards

Caples Awards 2010
Other Media Agency self promotion Bronze

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: VARIOUS EDINBURGH CHARITIES
Product/Service: RESOURCE WISHLIST FOR CHARITIES
Agency: STORY
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: STORY, Edinburgh, UNITED KINGDOM
Entry URL: http://www.ihave.org.uk
Creative Director: Dave Mullen (Story)
Digital Creative Director: Ailsa Jones (Story)
Head of Creative Services: Sheryl Newsome (Story)
Head of Copy: Olivia Donaldson (Story)
Head of Art: Susan Anderson (Story)
Copywriter: Charlie Gordon (Story)
Digital Director: Manos Riglis (Story)
New Business Director: Mike Donoghue (Story)
Media placement: Website - Global - 1st December 2009
Describe the brief/objective of the direct campaign.
• Instead of sending Xmas cards, we decided to do something useful at the end of 2009. • It had been a tough year for everyone but for many grassroots charities doing life-changing work on shoestring budgets it had been particularly tough. • We asked 25 deserving small charities what resources they could really do with in 2010. • We created a website from their wish-lists. The campaign was seeded via email through our clients, suppliers, friends and passed on.
Explain why the creative execution was relevant to the product or service.
• Crucially, the campaign wasn’t about asking people to give money - but to give something they had and didn’t want any more. • Hence the tagline. ‘It’s not fundraising, it’s handraising.’• The campaign caught the imagination – local radio and the press ran stories on the ihave initiative.• Not all the wishes were for tangible items. Some ask for practical help in the form of time, from either photographers, media owners or the creative community.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
• The result is our ihave website (ihave.org.uk). • The charities supplied us with a wish-list of items that due to tightening budgets they might struggle to buy or find.• Their wish-lists were published on the site. • Individuals and businesses could see the wishes and raise their hand to let the charity know if they had the item.• They were sent details of who and how to get in touch with at the charity concerned.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• Over 120 items were found including a ukulele, electric guitars, laptops, pet food, a dishwasher, cooker, duvets, security lights, digital cameras and 100s of old bras for Africa.• In the few weeks the project was live, the site received 3,714 unique visitors with a dwell time of nearly 3 minutes. • Charities have had offers of help from website designers, illustrators and photographers.• Due to overwhelming demand from charities across the UK to keep the site running, we are looking for sponsors to keep the site alive. It seems ihave is not just for Christmas.