Tuesday, 5 March 2024
Tuesday, 5 March 2024

CAFOD implements new approach to end of year fundraising

CAFOD, the Catholic Agency for Overseas Development has appointed Blue State to support them for their 2023 Advent fundraising campaign.  

As for many charities, CAFOD receives many donations in the lead-up to Christmas. Blue State and CAFOD worked in partnership to deliver a transformative approach to strategy, creative, and media planning on a budget ahead of the season.

The work covered audience research and segmentation; market research; media planning, measurement and testing plan strategy and recommendations; creative concepting; messaging crafting and assets development.

The approach was very collaborative and involved co-creation workshops as well as upskilling handover sessions.

The creative developed as part of the work will be launched in November 2023.

CAFOD implements new approach to end of year fundraising

Vanessa Chang, Head of Individual Giving at CAFOD said: 

“Blue State has helped us to level up our work for our end-of-year Advent campaign, bringing clarity and creativity to a challenging brief and working with us collaboratively on all aspects of campaign, media, creativity and strategy. The resulting creative is a strong concept which also gives us renewed confidence in how we reach new audiences online. t. Not only that, but we’ve worked together to develop a framework for testing and learning that we hope to continue throughout all our marketing activities year-round.

“The Blue State team has shown great project management throughout with a strong & creative team of people, It felt like we were one team and it was a great experience.

“We can’t wait to launch the campaign.”

Mel Trabi, Group Account Director at Blue State added: 

“The end-of-year period is a noisy time to advertise as a non-profit, and many organisations tap into the spirit of the season to encourage donations. This means that even in a generous season, it’s a busy, crowded time for donors, and it’s challenging to create campaigns that cut through We worked with CAFOD and developed an effective fundraising campaign that means it can find new donors, with bold, stop-scrolling creative that supports its key messages, to enable the charity to use this vital time in the best way possible.

“Working with the CAFOD team has been an absolute pleasure, we appreciated how truly collaborative and risk-taking they have been, and we look forward to seeing the campaign live.”


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