The ground-breaking campaign was a first for the international charity who wanted to investigate the potential of regional-based fundraising campaigns to thank donors for their past support, to encourage new child sponsors, and to demonstrate that child sponsorship helps the wider community in the developing world.
Brass' 'Yorkshire Means the World' creative had a tremendous uplift effect on
ActionAid's brand awareness and achieved response rates that were 192% higher than previous national campaigns.
Having already been awarded
'Most Innovative Fundraising Campaign' at the Institute of Fundraising National Awards and recognised in the 'Not-for profit' category of the PR Week Awards, the campaign was selected to go head to head with an Indian and Japanese charity for the accolade.
"We chose Brass because they gave us the most compelling and creative proposals...They were a great team to work with and went the extra mile at every stage."
"
We chose Brass because they gave us the most compelling and creative proposals, including the overall theme of 'Yorkshire Means The World', along with fantastic local insight and knowledge. They were a great team to work with and went the extra mile at every stage. It was the first time we have tried this innovative approach and as a result we have started to apply the principles to all our future marketing campaigns." Richard Turner, Fundraising Director, ActionAid UK
Phil Reed, Managing Partner at Brass, said:
'We're absolutely thrilled that our campaign for ActionAid continues to receive plaudits from across the globe. The charity's innovative approach to fundraising enabled the team to trial some fantastically creative campaign ideas and consequently generated over 650 new child sponsors, 2,200 prospects from cash donations at the events and the highest-ever monthly traffic to ActionAid's websites."
If you'd like to know more, you can view our ActionAid case study in full here -
http://www.brassagency.com/our-work/actionaid.aspx