Third Sector Awards: Fundraising Campaign – Aberlour Children's Charity for Urgent Assistance Fund

Awarded to a fundraising campaign that used an original or inspiring approach to secure donations.

Fundraising Campaign - Aberlour Children's Charity for Urgent Assistance Fund

What was the campaign aim?

As lockdown loomed in March 2020, Aberlour Children's Charity knew the pandemic would hit already struggling families hard, affecting their ability to feed and clothe their children and to heat and light their homes. It embarked on a major fundraising campaign to ensure its Urgent Assistance Fund could support families in Scotland plunged into financial crisis. The campaign aimed to raise £100,000 to match the same amount set aside from the charity’s reserves. Aberlour also set out to promote the fund and raise awareness about the impact of poverty.

What methods were used?

Aberlour's fundraising and marketing team was redeployed to raise as much money as possible for the emergency appeal. Within six hours the team had created concepts, messaging, copy, design and imagery for an integrated direct mail, press and digital appeal. It created web pages, donation platforms and recording frameworks to allow the charity to better understand the challenges facing applicants to the grant scheme. Key stakeholders and partners were engaged to promote the fund more widely.

How much was raised in total?

Within 10 days Aberlour had raised £85,000, after two weeks it had raised £112,000, and by the end of the financial year the charity had smashed its original target, raising a total of £1.3m. The money was used to provide essentials to 3,623 families affected by unemployment, reduced hours, school closures, energy poverty, domestic abuse and a range of other challenges. The success of the campaign enabled Aberlour to support every family that submitted an eligible application. The charity gained 649 new individual supporters: 43 were new regular givers whose average gift was £23.48, against a previous average of £8.50.

What did the judges say?

The judges praised Aberlour‘s agility, focus and the outstanding result. “This is an incredible achievement with a campaign that was relevant and timely,” said one.

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