BT MyDonate is a fundraising platform with a difference – it doesn't charge charities subscription fees to be listed, and it doesn't take a commission on funds raised, so more money gets to the end charity.
Despite this, their share of voice in the marketplace was extremely small. Our challenge was to deliver a campaign that would raise awareness of the platform amongst fundraisers and ultimately drive sign-ups and donations through MyDonate.
Our fundraisers come in all shapes and sizes, taking part in all kinds of activities to raise money for the causes they hold dear – and we wanted to celebrate them.
We wanted to show fundraisers that it's because MyDonate understands how much effort goes into their fundraising, however they choose to do it, that they don’t take a commission or charge any admin fees on the money raised – meaning more money goes to the causes they’ve chosen to fundraise for.
We devised a multi-channel strategy that was spearheaded by a short online film showcasing the efforts our fundraisers go to, putting themselves outside of their comfort zone, giving their all for the causes they care about most.
The film was promoted on Facebook with a small amount of paid support and later adapted to feature in rich media banner ads.
Behind the scenes
WHAT WE DELIVERED
- Multi-channel strategy
- Campaign hero film
- Short form film content for social
- Suite of video rich media banners for display advertising
- Offline materials
- Direct response activity
- Social and content calendar
- Community management
- Paid social
- Over 60,000 video views of fundraiser film on primary channel (Facebook) in first 3 weeks
- Average video completion rate of above 50%
- Cost per view of £0.01 – 97% cheaper than industry average