Two Terrence Higgins Trust fundraisers who pitched a cause-related marketing idea to the Daily Mail in front of dozens of their charity peers were rewarded with victory in an audience poll.
Before speaking at the Marketing for Good Conference 2005, Cath Cole and Karen Higgs had been given a month to devise an idea that would resonate with the Mail's readers, while also raising funds for their charity. They then had to pitch it to the paper's head of client sales, Rosemary Gorman, before the live audience and a panel of judges comprising experts from the marketing industry.
Higgs and Cole competed head to head with a team from Winston's Wish, who had also been tasked with pitching to the Daily Mail. Other contests during the day saw the British Heart Foundation and ChildLine pitch to B&Q's community development manager Caroline McCarthy, and the National Missing Person's Helpline and Breakthrough Breast Cancer present ideas to Kai Boschmann, group head of corporate affairs for the Dixons Group.
The Marketing for Good Conference was devised by the Ingenious Group in order to help charities gain an insight into cause-related marketing and to demonstrate to private sector delegates the marketing talent within charities.