It’s been a funny year in fundraising. By which I mean it’s been difficult and often deeply unfunny. So, even more so than the previous event, the IOF Awards do last night started out feeling a bit like a much-needed support group meeting.
But, once the wine started flowing and Stephen K Amos found a way to make even the pre-records funny, everyone got a bit silly and our partners won some awards. Phew.
First up was some work that we all love and which has been a bit of a beacon at Open over the last couple of years – Terrence Higgins Trust’s Be Proud. Be Sexy. Be Safe. campaign.
If you didn’t see our very own @fiona_pattison and @aliwalker84 presenting yesterday, this campaign uses laser-sharp targeting and Facebook Lead Ads to engage people with the cause and then seals the deal with a bit of (dare I say it) good old fashioned Direct Marketing. The end result of all this cleverness is a very, very cost-effective fundraising programme that’s brought a ton of new, engaged supporters to THT.
There was then (for team Open) a bit of a frustrating interlude where Scope’s much-lauded Mindful Monsters was pipped for three awards. Ouch.
But then, thankfully, Unicef bagged the award that, as a DM dinosaur, I’d really been hoping for – Best Use of Insight for its GDPR work.
This project – which also won the IOF Insight Group Award – combined a bunch of data analysis, modelling and qualitative research to create a campaign that made sure a huge chunk of UNICEF’s supporters weren’t snatched away by GDPR.
The whole thing was absolutely textbook in its conception and execution – and absolutely critical in its results. And as an agency that’s often known for its creative and/or tech, it’s nice to show that, at our heart, we’re all about the data and the audience.
So there you are. Old techniques, new channels and more ways forward.