At Work: Fundraising - Expert view - Mike Colling, chief executive, Colling & Co

I judged this work for the 2007 Direct Marketing Association awards and it was a worthy winner in the multiple media category.

It was also entered into the fundraising category, but it failed to pick up that gong, largely because of a lack of results. Reviewing the case study, I can see why. This is clearly a great idea, but it was exposed to only a very small group of potential donors.

What I loved about this campaign when I first saw it was the outstandingly creative approach, and the fact that this creativity was executed across a whole range of media channels.

Charity marketing should, in theory, inspire tremendous creative work, but all too often it falls into the trap of tried and trusted but rather prosaic techniques. These are becoming less and less effective, making a more creative approach vital. This is a great example of how a charity can take a huge step forward driven by creativity.

The results to date should be enough to give the charity the confidence to invest in a campaign, using this same creative idea, but of a scale that will yield financial results that reflect the creative approach.

Creativity: 5
Delivery: 3
Total: 8 out of 10

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