Ciaran Mackle, Programme Manager, BBC Children in Need
The challenge
We’ve all heard of BBC Children in Need. It’s a household name in the UK, renowned for the annual televised fundraising appeal – which has raised over £1 billion to date! But this strong association with a single event created a challenge: income highly concentrated around the November appeal, leaving a gap in year-round support. Our challenge? Develop an Individual Giving programme and strategy.
Our solution
Driven by this insight, we developed a phased five-year plan to secure internal investment and successfully launched an Individual Giving programme with a focus on growing Regular Giving.
To launch the programme, we crafted a suite of high-impact digital ads – static and animated – that highlighted the raw, pressing needs of children in poverty, such as food, warmth, and beds. These campaigns were paired with prospecting emails targeting existing supporters – inviting them to make a year-round impact – and further supported by a series of stewardship communications to welcome and engage new donors.
Outcome
Success! In the first year alone, the programme increased regular giving income by 60%.
Different Kettle has transformed our fundraising approach. Their regular giving proposition, rooted in local impact, has not only exceeded expectations but also energised our team with a clear path forward.
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.
