Client partner: Angelou Centre
Campaign: How can you help?
The Angelou Centre is a Newcastle based women’s charity who provide, in their own words, “community-based provision to advance economic and social independence for women, who are excluded due to disadvantages of race, gender and age.”
Faced with a drastic reduction in funding brought about by the economic crisis, The Angelou Centre decided to take action. They approached d.fferent outc•me to promote and plan a fundraising dinner, but we decided to take it further.
The Angelou Centre had already identified lack of funding as their main challenge. We came up with strategy to tackle the base problem from a number of angles rather than focusing on one event. The resulting campaign was wider reaching and extended beyond the fundraising dinner and promoted an on-going movement of compassion, benefitting the centre in the long term.
Rather than interactions that prompted yes and no answers i.e. Can you donate? The campaign sought to provoke a conversation with potential donors. By taking it as given that everybody has the ability to help by donating time, money or expertise, the conversation became richer and the potential benefit to the centre was obvious.
Building the campaign around this idea we developed a broader plan for The Angelou Centre to work from to create a ripple that stemmed from the act of donating and kept going; an on-going movement of compassion. We also developed a poster campaign to ask for people to help.
In addition to the poster campaign, a strategy was developed to seek help effectively in various spheres. This meant individual strategies for individuals and businesses in addition to a social media strategy revolving around showcasing examples of help, with the idea of inspiring others to do the same.
The campaign attracted the attention of the BBC and generated wider awareness for the centre generally.
The dinner itself raised over £5000 in cash and ‘in kind’ donations to the centre were numerous. In addition, the centre gained two new board members as a direct result of the event.