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Be proud. Be sexy. Be safe.

Terrence Higgins Trust


Following the success of their World AIDS Day fundraising, Terrence Higgins Trust (THT) wanted a strategy and creative proposition that could recruit regular givers, at scale and year-round.

We were looking for people in their 40s and 50s, who were financially valuable. These people lived through the UK HIV and AIDS epidemic in the 80s – through the stigmatisation, the fear, and the anger. We wanted to stir up those emotions – and remind them of the progress that still needs to be made.

Using personal stories, articles and videos to highlight memorable moments in HIV activism history, we built Facebook engagement before delivering a fundraising ask.

People who engaged were retargeted with an ask for their telephone number, and offered something in return – a tote bag to publicly show solidarity with THT.

By managing the media buying and creative, we could optimise audience and creative in real time – and respond quickly when we saw new opportunities.

We took 9,000 opted-in telephone numbers, and converted 18% of people we contacted – recruiting 600 new monthly givers. Now the new approach is being rolled out across the year for THT.

What did we learn?

  1. Facebook CAN recruit brilliant donors.
  2. A premium that allows people to ‘brand’ themselves and feel closer to the cause adds value.
    Digital media buying and optimisation works best when there are frequent, light-touch check-ins.