Food for thought: 5 innovative campaigns of 2016
New Year’s resolutions may already have been made (or even broken), but one sustaining challenge, that we know you face all year round is keeping your fundraisers engaged. So as the dust settles on last year, we look back at some of the campaigns that cut through the noise, to give you some food for thought as you start planning your 2017 fundraising initiatives.
1. The one that made us talk - Time to Talk Day 2016
Every year 1 in 4 people experience mental health problems. Yet people are still uncomfortable talking about it. Time to Talk Day was first launched in 2014 and took place last year on 4 February, when Comic Relief and the Department of Heath asked the nation to spend 5 minutes of that day discussing mental health. The concept of setting a simple, collaborative challenge on one day rallied fundraisers together to break down barriers surrounding a sensitive, stigmatised topic.
2. The one that made us work - #22PushUpChallenge
This campaign, by Combat Stress, required people to do 22 pushups in 22 days to raise awareness of the 22 veteran suicides a day. The initiative, which asked participants to share their challenge on social media and nominate a friend, reached its target of 22 million pushups. The use of a key statistic and an interactive challenge, bolstered by the extraordinary power of social sharing, spoke directly to the public to make them listen.
3. The one that made us scream - River Thames zip wire
Good campaigns require creativity and a zip wire across the River Thames was certainly thinking outside and all around the box. The wire that stretched from St Thomas' Hospital to Victoria Tower Gardens, raised £1m for the Evelina London Children's Hospital and demonstrated that fear, fun and an iconic London scene combine to create an engaging and effective charity push.
4. The one that made us freeze - #MannequinChallenge
Less of a campaign and more just a great idea that certain charities used to boost fundraising efforts. The #MannequinChallenge was 2016’s version of the Ice Bucket Challenge, where a film is made of a room ‘frozen’ in time (you may well be tired of the numerous postings by now). Various charities jumped on the bandwagon, producing videos for Giving Tuesday which aimed to raise donations. One particularly effective interpretation was MND’s video, which featured the caption “Can you imagine being stuck like this forever?” to raise awareness of the disease. Clever use of an existing trend and certainly testament to the growing impact of video in campaigns.
5. The one that made us giggle - Digital Doggy
We know that as charities you’re constantly being challenged to engage with your audiences in a different ways to maintain loyal donors and produce new, compelling incentives to give. One of our favourites, even though it goes back to 2015, is the digital doggy created by Battersea Dogs Home. The charity used advertising billboards and RFD tagging to create a visual of a dog that ‘followed’ passers-by to strike a chord with people and encourage support. We predict that innovative uses of technology like this will continue in 2017 as the scope for digital and tech-integrated campaigns grows and opens up new possibilities for charities.
If you have an interesting, innovative campaign to promote, let us know and we can share it for you on our Facebook page. The MyDonate page now has over 4,000 likes and is continuing to grow. Users can to sign up to MyDonate directly through Facebook and are able to add a ‘donate now’ button to their own charity pages. We’re also looking to include case studies of our wonderful fundraisers on our Facebook page, so do get in touch, if you’ve a good story to share.