Action For Children
Creating a nation of Secret Santa’s to help vulnerable children at Christmas
Christmas is the most important time of year for charities. Cut through is extremely hard, but failure to connect and fundraise can be detrimental to both a charity’s year and even more so to the people they are trying to help.
With low awareness and a modest budget, we needed to help Action For Children outsmart the charity competition during the key festive season. We were tasked to develop an appeal that generated significant income, deliver longevity and create future development opportunities for AFC to become the #1 children Christmas charity appeal in the UK.
Awards for Action for Children Secret Santa
National Fundraising Awards: Winner of The #ChangeCollective Award
Campaign For Good Awards: Shortlisted for Best fundraising campaign
We created the gift that keeps on giving. Short term, 10,735 people became a Secret Santa, raising £315k. Digital media was extremely effective too, with channels generating as many donations as the previous two years in just seven weeks.
Long term, 327 new donors set up a regular gift, delivering a potential additional £48k income per year and making Action For Children’s ongoing fundraising more efficient with a new annual campaign.
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2 yrs
Income made in 7 weeks
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£191k
Raised to help vulnerable children
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1.21
ROI in year one