How do you enhance a charities market share and income from events fundraising?
WWF wanted to radically increase their market share and income from events fundraising. The problem we needed to solve was how to get a sports audience to choose WWF and to find a way for supporters to talk about their ‘reasons why’. This narrative is well understood with health-based charities, but often a harder sell for environmental and animal-based causes. The challenge was to develop a new creative platform to recruit third-party mass-participation fundraisers, knowing that the current platform was not compelling enough.
With our market insight and knowledge of mass-participant sports events we gathered insight to understand the audience and identify segments for third-party events.Our team then undertook remote ideation sessions with WWF to explore different creative platforms that could demonstrate the ‘reasons why’. Finally, a week-long qualitative process was used to test the three creative platforms, with iterations to messaging and imagery throughout the week.
We developed clear, final strategic recommendations with a tested creative platform and defined supporter journey.