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Winning hearts and minds at Christmas with Action for Children

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This is a summary of a session from Raw London's Relay event, 'Grow Your Giving: How cutting-edge creative is driving fundraising in 2020', which took place on Thursday 12 March 2020.

Speaker: Lara Palmer, Brand Marketing Manager, Action for Children

Published in: Marketing
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Winning hearts and minds at Christmas with Action for Children

  1. 1. Grow Your Giving: How cutting-edge creative is driving fundraising in 2020. Lara Palmer, Brand Marketing Manager at Action for Children Winning hearts and minds at Christmas. raw.london hello@raw.london #Relay #GrowYourGiving
  2. 2. Winning Hearts and Minds at Christmas Winning Hearts and Minds at Christmas Lara Palmer Action for Children, Brand Marketing Manager
  3. 3. Winning Hearts and Minds at Christmas Christmas Ambition An idea that reminded people that at Christmas, giving without expecting anything in return – to those less fortunate than yourself – is the most rewarding thing you can do. Rather than a ‘gimmicky’ mass participation idea that would be out-of-date by next year, we developed an enduring idea. By becoming a Secret Santa for a vulnerable child, you give that child a safer, happier Christmas. PLAY VIDEO HERE
  4. 4. Winning Hearts and Minds at Christmas Secret Santa 2019 £550,000 OTS: 140 million New social followers: 8,500 Reparticipation rate: 9% Why was it a success? Passionate team Brilliant integration Positive and simple message New products; new content | PR & celebs | new audience
  5. 5. Winning Hearts and Minds at Christmas 9-Mar-20
  6. 6. Winning Hearts and Minds at Christmas 9-Mar-20
  7. 7. Winning Hearts and Minds at Christmas 9-Mar-20
  8. 8. Winning Hearts and Minds at Christmas 9-Mar-20
  9. 9. Winning Hearts and Minds at Christmas 9-Mar-20
  10. 10. Winning Hearts and Minds at Christmas 9-Mar-20
  11. 11. Winning Hearts and Minds at Christmas 9-Mar-20
  12. 12. actionforchildren.org.uk /actionforchildren @actnforchildren @actionforchildrenuk
  13. 13. About Relay Relay refers to our series of events run exclusively for senior marketers, social media managers and content producers in the third sector. The aim is to help charities get the best possible results from their content by encouraging peers to pass on their experiences and insight. raw.london hello@raw.london
  14. 14. You’re in great company! Since launching these free quarterly events 3 years ago, we have welcomed over 40 speakers from both large and small charities, and have received consistently excellent feedback from more than 500 attendees. raw.london hello@raw.london
  15. 15. About Raw London We are a strategic and creative agency. Since 2006, we’ve been delivering integrated campaigns which challenge perceptions, inspire action and drive change for good. Our focus is on outcomes. Using deep insight and world-class creative we cut through the clutter, the fake news and the fatigue, mobilising people to get involved and make a tangible difference. raw.london hello@raw.london
  16. 16. As a certified B-corporation, we’re proud to have partnered with hundreds of brands using business as a force for good. raw.london hello@raw.london
  17. 17. The Drum Social Purpose Awards BEST VIDEO CAMPAIGN 2016 - 2019 Cannes Corporate Media & TV Awards FUNDRAISING, CSR & NOT-FOR-PROFIT 2016 - 2018 Platinum Winner of Winners, EVCOM Screen Awards Gold Best Video Campaign, The Drum Social Purpose Awards Gold Best Video as Part of a Content Marketing Program, Content Marketing Awards Gold Fundraising, CSR and not for profit, Cannes Corporate Media & TV Awards Gold Best Creative Content Idea Using Video, The Drum Content Awards Gold Internet Video (Short form) - Branded Entertainment, Lovie Awards Gold Best Creative Campaign, Creative Shootout Gold Marketing Campaign of the Year, Third Sector Awards Gold CSR Project of the Year, Charity Times Awards Gold Brand Communication, EVCOM Clarion Awards Gold Best Social Media Campaign, The Drum Major Players Gold Social Welfare, EVCOM Clarion Awards Gold Best Video, The Drum Marketing Can Change the World Awards Gold Innovation, EVCOM Clarion Awards Gold Health and Wellbeing, EVCOM Clarion Awards Gold Best example of collaboration with an external agency, In-house Design Awards Gold Environment, EVCOM Clarion Awards Gold Cinematography, EVCOM Film Awards Gold Brand Communication, EVCOM Clarion Awards Gold Best Video Campaign, The Drum Social Purpose Awards Gold Award for Excellence in Charity or Not-for-Profit, EVCOM Industry Awards Gold Health and well-being (Screen), EVCOM Clarion Awards Gold Clarion Film of the Year, EVCOM Industry Awards Gold Partnership of the Year, NE Youth Projects with Pride Gold Videos off & online - not for profit, SUMMIT Creative Awards Gold Best Film (£100k-£500k t/o), Charity Film Awards Gold Internet video - Branded Entertainment Short, The Lovie People's Choice Awards Gold Charity & Not For Profit, EVCOM Screen Awards Gold Best Video, The Drum Marketing Can Change the World Awards Gold Most Effective Use of Video Content in Digital Campaigns, EVCOM Industry Awards Gold Best LGBTQ+ Creative. Outvertising Awards Gold The proof To date, our clients have won over 50 international awards; but really we’re just getting started. raw.london hello@raw.london
  18. 18. Raw London is a multi-award winning strategic and creative agency. Are you ready to make a change? Speak to our team raw.london hello@raw.london +44 (0)20 7831 6060 Your core team Ryan Wilkins Founder & CEO ryan@raw.london 020 7269 9261 fiona@raw.london 020 7269 9263 Fiona Koch Account Planner & Director Ed Hardy Creative Lead Amber Parsons Creative Director Don Mike Content Strategist James Page Content Producer Lee Jones Director of Photography Tom Fuller Art Director Charlotte Harris Marketing Director Lexi Kiddo Creative Producer raw.london hello@raw.london

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