Third Sector Digital Awards – Best online fundraising campaign: Barnardo’s for Barnardo’s Coronavirus Crisis Appeal
Awarded to the charity or fundraising agency that used digital techniques to generate significant financial support for a good cause or particular emergency
What was the challenge?
The Coronavirus pandemic was an unprecedented global crisis, which left children’s charity Barnardo's, as well as the broader UK charity sector, facing unimaginable challenges. The charity was forced to pivot to ensure it could provide vulnerable children and families with access to food and utilities, mental health and wellbeing services, and the digital tools to keep them connected, at a time when its income had plummeted with the closure of more than 700 retail shops and the suspension of fundraising activities.
In the face of the crisis, the charity launched an online acquisition campaign – the Barnardo’s Coronavirus Crisis Appeal – to raise income, and an awareness of the needs of vulnerable children and families during the pandemic.
What did the organisation do?
The Coronavirus Crisis Appeal was managed on an entirely in-house basis. The team learned quickly to test new audiences, formats and messaging. They also used a data-driven approach to benchmark the charity’s tactics against previous campaign performance, and external trends such as increased social media usage across the lockdown.
Charity supporters were at the heart of the campaign, with audience segmentation insights helping to build audiences and capture their motivations, which helped the Barnardo’s to tailor its approach to campaign messaging and creative assets.
Why did it win?
The charity almost trebled its digital income target of £92,000, raising more than £250,000 through the online acquisition campaign and connecting with 7 million people.
More than 6,000 new charity supporters were secured through digital channels, trebling the campaign’s 2,000 acquisition target.
One of the charity’s biggest achievements was the successful collaboration across Barnardo’s in such a short space of time, facilitated by the ability to adapt ways of working at a fast pace.
What did the judges say?
“This campaign worked well and proves that agile working with iterative delivery can pay off,” the judges said. “Exceeding targets so significantly, at a time when everyone is being pulled every which way, shows that using data, learning fast, and having a clear message can get real results, fast.”
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