At Work: Fundraising - Expert view

Roger Lawson, strategy and planning director, Cascaid marketing agency.

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.

Creativity: 5
Delivery: 4
Total: 9/10

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in
Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +

Latest Jobs

RSS Feed

Third Sector Insight

Sponsored webcasts, surveys and expert reports from Third Sector partners

Markel

Expert Hub

Insurance advice from Markel

Safeguarding in the Third Sector

Safeguarding in the Third Sector

Partner Content: Presented By Markel

Safeguarding - the process of making sure that children and vulnerable adults are protected from harm - is a big concern for organisations in the third sector.

Third Sector Logo

Get our bulletins. Read more articles. Join a growing community of Third Sector professionals

Register now