Our 2022 Christmas Fundraising Appeal for the Kennel Club Charitable Trust saw us partner with the amazing Bill Bailey.
The Challenge
The Kennel Club Charitable Trust came to The Ripple Effect to launch their 2022 Christmas Fundraising Appeal. The campaign was to launch over the period of the Big Give, which enables donors to find and support charity projects in their field of interest.
Over 1,000 charities put themselves forward for matched funds, so an appeal that stands out from the incredibly competitive crowd was essential to secure donations.
The Approach
Education was a key element of our approach to the campaign. Messaging needed to be clear and succinct so potential donors would understand how funds would be allocated by the Trust – whether that be to smaller dog related charities in need, scientific research, or training programmes for assistance dogs.
Alongside internal data and consumer research amongst dog owners we utilised these organisations that benefited as case studies to further show the impact the Trust has made at a more human level.
We needed a household name to set us apart, and secured the perfect ambassador in Bill Bailey, comedian, rescue dog owner and animal rights supporter. Our call to action was ‘donate £10 to feed a dog in need over Christmas’.
We activated a social media campaign spearheaded by Bill to ask fellow high profile individuals to engage with the campaign by sharing a picture of them and their dog on Instagram or Twitter including the donation link.
The Outcome
The campaign resulted in over £23,000 of public donations, with an average gift size of £56 per person (560% higher than our ask). The most generous gift was £1,000 from a single individual! The total funds raised equated to feeding 2,304 dogs for a period of 2 weeks.
The social media campaign was a phenomenal success, with engagement secured from the likes of Eleanor Tomlinson, Rosie Kelly Smith, Lorraine Kelly, Ben Fogle, Sister Sister and Luca Bish. Notably, the KCCT Instagram following increased by 46% following the campaign activity.
The campaign achieved 63 items of coverage including 10 national print pieces, 4 national broadcast and 3 TV items. Highlights include BBC Breakfast, Heart, Radio X, Classic FM, Forbes and The Big Issue.
