How do you grow the charities flagship fundraising event in terms of both participant numbers and fundraising targets?
Moorfields Eye Charity had delivered their flagship Eye to Eye event when they invited massive to come on board to improve participant experience, give a quality look and feel and increase fundraising. massive brought our comprehensive approach considering audience, marketing and delivery.
Delivering our first Eye to Eye in 2019 we quickly gained an understanding of the event itself and crucially the particular requirements of participants. Taking these learnings, and embracing a charity-wide rebrand, in 2020 we gave participants a supportive on-the-day experience, as well as increased public visibility of the charity, with a professional, fully branded event from start to finish.
Adding a brand-new finish experience, improving signage, introducing participant tracking and simplifying the start process created a more enjoyable and efficient event for participants and staff. Improving post-event surveys, carrying out market benchmarking and interrogating audience profiles has meant planning for 2021 will include new routes, a new finish venue and a more dynamic marketing plan to build on the success of previous years.