Glastonbury has been on the radar of forward-thinking charities for some years, but WaterAid has created something that works particularly well with the festival's audience. What I like about this is that it's not just the charity saying: "Hey, we're here; give, give, give!" It's nice to see a charity realising that you have to offer a genuine benefit to the consumer.
WaterAid's use of quirky loos and fresh drinking water in a place where these are hard to find is bang on brand. It's simple, relevant and engaging. The charity has stepped up from a simple presence at the event by introducing an experience. It moves people from being, at best, aware and maybe interested in the cause, to a position in which they have a closer appreciation and engagement with it. By integrating this with the collection of direct debits and petition signatures, WaterAid created a powerful message to new people in a way that generated a response.
The exciting bit is that WaterAid has connected with a new, younger audience that a lot of charities aren't reaching. It's a segment that is different from your general charity donor profile. The challenge for the charity is to remember this in all future communications with the audience.