Product category:
Integrated marketing
News Release from: BD-NTWK
Edited by the Marketingservicestalk Editorial
Team on 28 March 2007
BD-NTWK boxes clever to attract lapsed
donors
Award-winning below-the-line agency BD-NTWK Scotland has delivered a big idea based on a Wee Box to encourage donors to contribute to the Scottish Catholic International Aid Fund this Lent.
Small change can lead to big change is the neat concept behind the Wee Box campaign, which aims to boost donations for the Scottish Catholic International Aid Fund (SCIAF) during Lent The award-winning below-the-line agency, BD-NTWK, which is celebrated for its big ideas, won the three-way pitch to create a campaign that will increase the charity's annual Lent campaign donation figure from GBP500k to GBP750k, as well as position SCIAF as Scotland's Aid Agency
This article was originally published on Marketingservicestalk on 4 May 2007 at 8.00am (UK)
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The brief was to target lapsed donors, those who grew up with the SCIAF annual Lent campaign at school and church and convert them back into regular donors.
BD-NTWK responded with a campaign that encourages people to donate the small change they spend on little luxuries over the Lent period, like lunchtime coffee or fizzy drinks, to the charity in order to change the lives of some of the poorest people in the world.
They then put the money they save in a Wee Box.
The focus of the campaign is the Wee Box - reminiscent of the SCIAF collection boxes of old and designed to trigger memories.
The campaign website, which was also conceived, designed and delivered by BD-NTWK, includes blogs from SCIAF workers and a '40 Days, 40 Ways' calendar, covering the Lent period.
It contains one thought or idea a day encouraging people to reflect on the small changes they can make in their lives that can make a big difference in someone else's life.
The site also carries information on SCIAF's long-term development work which supports many thousands of men, women and children who are affected by HIV/AIDS, hunger, war, disability and a lack of basic healthcare.
Other digital campaign support includes a myspace page and a Google adword campaign.
The launch of the campaign during Lent is supported with local press and radio advertising and Lent packs mailed to parishes and schools, a corporate test mailing to 50 Scottish businesses, and a 'warm' mailing to 35,000 of SCIAF's donors.
As a result of winning the pitch, BD-NTWK Scotland were briefed to re-design SCIAF's quarterly magazine, Review, reducing it from A4 to A5 and giving it a more modern look.
The first edition went out in January and has so far raised over GBP50,000 for the charity.
Steven Pearson of BD-NTWK Scotland said: "We are delighted to be involved in such a worthwhile campaign.
"One good thought really can make a world of difference and we hope our idea will bring a real boost to this charity's resources.
"When you consider that over 1 billion people live on less than 60p a day, the real fact is we could all make a difference just by giving up one little luxury a day, or even once a week.
"It's a simple idea and our aim is to make it viable by making it as easy as possible for people to take part, by including things like the online ordering functionality".
He added: "The website provides important information about the charity's work and some hard-hitting facts that will hopefully make visitors feel 'we can't afford NOT to take part' and the Wee Box provides a strong focus, that we hope will become cultural".
Clea Ferguson of SCIAF, said: "At the heart of this campaign is the fact that it really doesn't take much effort to make a difference.
"The Wee Box will focus people's attention on how little they have to do to make a real change and also provide a focal point for groups and individuals to make it happen.
"It's a concept that has a long shelf life and one that we will be able to develop year on year so that people come to expect it as part of the Catholic and SCIAF calendar.".
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