The challenge
The RAF Benevolent Fund had a very bold ambition: double their number of active supporters and grow regular giving income. But in a crowded and competitive market, standing out wasn’t going to be easy.
Our solution
We needed to craft a proposition that was as bold and authentic as the RAF Benevolent Fund itself. So, we went right to the heart of the Fund’s work.
Extensive audience research told us a powerful truth: for the RAF community, ‘family’ isn’t just a word; it’s a bond. Loved ones, friends, comrades – the people you serve with and the people you come home to. It’s what the Fund has been protecting for over 100 years, and we knew this emotional core would resonate deeply.
So, with ‘family’ as our foundation, we built a proposition that spoke to supporters’ pride, connection, and desire to make a real difference. This wasn’t just about giving – it was about belonging.
From here, we developed a regular giving programme that brought the proposition to life with real warmth and purpose. Impactful digital value-exchange campaigns offered supporters something tangible to connect with – keepsakes that honoured the RAF’s legacy while tying into moments that mattered, like the anniversary of D-Day. These campaigns didn’t just ask for donations… they invited supporters to feel part of a shared story.
We took the proposition face-to-face too, focusing on RAF bases and communities where the connection to the cause runs deep. These interactions gave people a powerful opportunity to give back in a way that felt meaningful and immediate.
But signing up was just the beginning.
We also designed entire supporter journeys to build and deepen the relationship over time. We shared stories of real families whose lives had been transformed by the Fund, showed supporters the impact of their generosity, and gave them opportunities to engage in two-way communication. Every step was designed to make supporters feel valued, involved, and part of the RAF family.
Outcome
The campaign didn’t just meet expectations – it soared past them! Regular giving sign-ups increased, acquisition costs fell, and engagement stayed strong. Most importantly, it reignited pride in the RAF community and gave supporters a simple but powerful reason to act: because family always comes first.
Related Work
Clients
We’re so proud to work with with a wide range of incredible charities and organisations. Our partnerships cover everything from animal welfare and disability support to humanitarian aid and conservation, showing our dedication to making a real difference across some of the world’s most important causes.
