Katie Cavanagh (Fundraising & Communications Director)
The challenge
AFK is a phenomenal charity, working to empower disabled children and young people by providing mobility equipment, employment support, training and promoting self-advocacy.
They came to us with a challenge. After years of under-investment, how could we help them kick-start their individual giving programme.
Pinpointing a proposition
With low brand awareness, our starting point was to look at a core proposition that would sit at the heart of our fundraising.
At first glance, the work of AFK seemed disparate – from providing equipment to a child with disabilities to helping a young person with autism get on the career ladder.
But at the heart of it all, we realised there was something special – getting to know children and young people. Getting to know every little thing that was important to them and equipping them with the big tailored support they need to live more independent lives and chase their dreams.
A little, BIG difference
This insight led us to create AFK’s central proposition – ‘little BIG’ support.
‘little BIG’ support tells the story of AFK’s work; getting to know every little thing that’s important to a child or young person with disabilities or autism.
And equipping them with the BIG, tailored support they need to live more independent lives and chase their dreams.
To bring this new proposition to life, we built a range of social creative and a small test in print through inserts to engage prospective supporters and ask them to show their support for AFK with a cash donation.
Not only would this campaign help spread the new proposition, but it would address supporter behaviour, and help audiences prepare to move away from the ways they may have traditionally supported AFK, such as raffle tickets.
We also developed an ongoing email journey strategy to help demonstrate to supporters the difference they are making – and work towards a second donation to cement that relationship and become long term givers.
Outcome
A ‘little BIG’ success with supporters old and new, the new brand is building and building!
We retargeted engagers from the individual giving activity who might not have been able to give a cash gift but could have been warm to a gift in their Will. AFK previously had no legacy marketing programme in place, so we helped to create a Will guide, landing page, and suite of social materials to ask people to download their free Will guide. What’s more, we put together a strategy for AFK to seed legacy communications within their current programme. We also developed an ongoing email journey strategy to help demonstrate to supporters the difference they made – and worked towards a second donation to cement that relationship and encourage long-term giving.
“It’s always an absolute pleasure working with Different Kettle. I’ve worked with them at two different charities, both a large national organisation and a medium-sized local charity, and their team consistently delivers excellence. They are incredibly engaged and supportive, and their extensive sector knowledge really adds value to the work they produce. Thanks to their expertise, our campaigns have been highly successful in driving engagement and support, revitalising our brand materials, and enhancing the charity’s overall professionalism. I can’t recommend them highly enough!”
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.
