UNICEF Australia

Overview

UNICEF Australia approached Marlin to help with their Christmas fundraising campaign. We wanted to help create an integrated approach to the promotion of direct donations in the period ahead of Christmas, and the promotion of Inspired Gifts as Christmas neared. These two distinct mechanisms offer very different giving experiences – with inspired Gifts providing the means to donate as a virtual Christmas present, and so have historically tended to attract quite different promotional messages both here and around the world.

We wanted to apply our speciality of providing messaging frames that can be recognised as related whilst also featuring the flexibility needed to tailor to audiences, channels, and as Christmas nears, timing.

Our approach was to focus on the emotion of fear. Fear is a simple yet powerful way to help the audience connect with the unmet needs of children affected by wars, famines, and disasters. It was also a fantastic way to help donors see their role.

By helping supporters connect to the vulnerable beneficiary group in this way we inspired UNICEF’s core supporter segments to swell at faster rates than previous Christmas campaigns rose. This growth was matched by rising average gifts in response to the appeal and saw the overall campaign surpass the targets set.

As a result, not only was UNICEF Australia able to support more children across the globe, but this was also complemented by a deeper understanding of what drives UNICEF supporters to give. Something that offers additional promise of fearless delivery of support for vulnerable children for years to come.

Problem

UNICEF Australia approached Marlin to help with their Christmas fundraising campaign

Solution

Create an integrated approach to the promotion of direct donations in the period ahead of Christmas

Results

UNICEF Australia was able to support more children across the globe