What was the partnership?
The Crisis Christmas fundraising appeal usually asks potential donors to “Reserve a Place” for a homeless person at one of its Christmas Centres, which provide life-changing support and services over the festive period.
In 2020 the pandemic forced the charity to close those centres. Digital agencies Uprise Up and Catalyst worked with Crisis to create a new online Christmas fundraising campaign.
What did it do?
The first part of the campaign launched in October 2020, and aimed to drive awareness at a time when homelessness had slipped down the agenda.
Platforms included polls on Facebook and Twitter, and homelessness case studies on digital display platform Outbrain, while Spotify helped to deliver personalised ads to new users.
Remarketing ads were used closer to Christmas, when the propensity to convert reached its peak. Continuous evaluation of the effectiveness of different audiences, creative, formats and copy allowed the campaign to react quickly to changes in the digital landscape and beyond.
What were the results?
The campaign exceeded its goals, raising over £6,100,000 from more than 97,000 generous donations. The average gift value of £63 exceeded Crisis’ target of £43.50 and even 2019’s average of £46.
What did the judges say?
The judges were impressed by the partnership’s outstanding results, strategic and creative ways of using digital media, and flexible approach. “What a campaign!” enthused one judge.
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