Like many of us who were raised in the UK, I have many fond memories of this charity. From sponsored fun runs at school, the massive Pudsey on the roof of Cardiff’s BBC centre, staying up late watching the TV appeal, and arguing over who’d get to drink out of the Pudsey mug at my Mamgu’s house (translation: Grandma. Welsh).

However, despite its special place in the nation’s heart, most people don’t think to donate to CiN outside the appeal day. And with public spending being tight and the need growing year on year – the organisation really needs additional funds to fund all the projects that need help.

On the road

So, my brief was to lead on the development of a new strategy to secure Regular Giving funds from their three key audiences: core BBC viewers, young families, young adults, We got the agency together to run three workshops, focussed on what might motivate their three key audiences to donate… we refined those with incredibly insightful  key stakeholders at  CiN…and then took our refined ideas on the road over a knackering but incredibly enlightening week.

Despite all the value exchange and tech options that we put forward, what appealed to each of our audiences most was an inspiring Regular Giving product that gave them the conviction that they were helping kids in their local area. The fact that CiN funds projects in most local authorities in the UK was incredibly compelling, and we needed to convey that to people in an authentic way, and keep them updated effectively. Direct feedback from audiences is so important… but is something that many fundraisers, in my experience, overlook.

Launching the product

So, we now had an insight-led product. The creative guys here at Different Kettle did a stellar job of developing a proposition.

We also developed a developed 5-year plan to help secure investment and funding for the programme from the board at CiN, looking at Acquisition and Retention spend by channel, expected returns and ROI and the resulting growth in the Individual Giving file.

By phasing a testing plan over three years we’ve road mapped what we want to learn and invest in over time.

Iterate, iterate and iterate again

CiN made a bloody good hiring decision when they brought on board a familiar face, Ciaran Mackle to manage the programme. Hats off to Ciaran.. together with our Account Director Hannah, we’ve been on a hell of a journey together.

The first year has been a learning phase – we’ve run three bursts of activity across 12 months to test hypothesis and iterate creative… which has increased the Regular Giving file by 60%.

Along the way we’ve come across various operational difficulties, that are understandable considering this is CiN’s very first IG programme. My years of nosiness into fundraising operations at organisations I’ve worked in, and DK’s years of developing strong content processes, have helped us collaborated well with Ciaran and the team to plan and overcome challenges. My advice for friends working at charities and agencies is alike is… be curious – going the extra mile to properly understand things can go on to render so many benefits, even when the pay-out is less obvious in the short-term.

Expanding beyond RG

Whilst our focus during year one was very much on Regular Giving, we’re now expanding our focus to cash giving. And again, the insight gleaned through the original focus groups is going to become very helpful to unpack what will compel people to give repeat cash gifts throughout the year.

So here goes, here’s to another exciting year with BBC Children in Need, and smashing more fundraising targets.

If you want to find out more about how we can help you with developing your approach to giving, then get in touch at SayHi@differentkettle.com