Crisis, the UK’s national homelessness charity, wanted to build a sustainable funding model after being impacted by government cuts of £6bn in charity sector spending.
Develop an ambitious media strategy for a long-term nationwide donor acquisition drive, piggybacking the charity’s existing annual Christmas fundraising campaign.
Produced a cult campaign that has delivered year on year for over a decade.
Leveraged existing data to garner smart, usable insights, introduced new channels, balanced awareness vs response media, integrated/discarded innovations, fine-tuned near-infinite creative, medium, position, timing, size and environment permutations. All to support successful planning and better rate negotiation, ultimately increasing ROI every year.