A few years ago, we were thrilled to be able to run a fundraiser for Anthony Nolan, a charity which saves the lives of people with blood disorders and blood cancer. By simply challenging people to guess how many mini eggs were in the jar, we raised almost £1000 for Anthony Nolan, something we couldn’t have achieved without the incredible generosity of our amazing clients and friends.
It’s now one of several fundraisers we’ve organised over the years here at 21Digital – such as our Row like the CLAPAs challenge of 2019 – and we’ve learned some valuable lessons along the way. Here are our top tips!
It’s wise to choose your causes based on clear connections, either to you personally or to your business. Here at 21Digital, we’ve chosen our partner charities based on issues that have personally affected our staff, or those of our communities. Business connections work too, though – it’s why large chains frequently run charity drives on behalf of their suppliers, such as chocolate brands campaigning on behalf of cocoa farmers.
If you’re a local business, community-focused charities or initiatives are always a good idea, whereas if you’re a national brand it’s likely that you’ll be expected to set your sights accordingly higher, contributing towards national or international issues like child welfare or fighting cancer.
If people can’t see you getting passionate about a cause, they won’t be too inclined to support it. After all, if you’re not getting excited about it, why should they? Running a charity drive requires clear commitment from you and your staff, so it can’t be done as an afterthought, or as a PR exercise to boost your brand or gain new leads.
So demonstrate that passion by putting up banners on your site. Post on social media (more on that in a moment). Most importantly, talk to staff and clients when they come into your office. The more you can show you care about what you’re doing, the more money you’re likely to raise. And that brings us onto our final point…
Above all, get people engaged. Social media provides one of the easiest ways to do that – it played a big part of the success of the ALS ice bucket challenge of 2014, a famous viral campaign. For maximum success, create a conversation, and make sure you promptly reply to anyone who’s got any questions, feedback or praise about what you’re doing.
Co-ordinate the campaign across your digital and social channels, and as we’ve touched on above, make sure you’re talking to customers and visitors about it too. If you can get them to participate, as we managed with our CLAPA challenge, all the better!
We take time to understand our client’s businesses, their products and services, and the journey their customers take from awareness to becoming a loyal retained customer.
21 Digital is a multi-award-winning agency specialising in lead generation and e-commerce, with a range of digital marketing services including web design, web development, SEO, Google Ads, digital consultancy, social media marketing and email marketing.
Based in Blackburn, the agency doubled its retained client roster to 40 accounts in 2019, with new client wins in the year including Excelsior, GMD Pennine and Protec Group.
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