The final of The Traitors season three delivered all the drama and deception we’ve come to love. But amidst the twists and turns, one storyline stood out: Alexander Dragonetti’s moving tribute to Mencap. As the dust settled on a nail-biting finale, fans of the show raised a remarkable £30,000 for the charity – all thanks to Alexander’s heartfelt words. So, what can fundraisers take away from this golden moment? Let’s explore.
Alexander’s connection to Mencap was personal. Speaking candidly on the show about how Mencap’s work supports people with learning disabilities resonated deeply with viewers. In a media age saturated with polished marketing, authenticity is the currency that cuts through. His story was a reminder of the power of real voices. For charities, this underscores the importance of working with advocates who can share genuine, heartfelt experiences. It’s not about rehearsed scripts; it’s about real connections.
But first, a recap
For those that haven’t followed as closely as me, Alexander revealed at the final dinner party that his brother had global development delay and autism, and died when he was just 17 years old.
He said: “I would like to give some money to a charity that I really care about.
My brother had special needs and used to go to a summer camp, and I’d like to send some money their way to keep it going because it gives parents a break.
My parents did an incredible job with my brother and for them to get even a week a year…looking after someone with special needs can be a challenging job…these were a brilliant thing for my family, and I would love to help keep it going”.
Not to suggest that this was a planned strategy all along, but partnering with talent like Alexander offers a unique advantage to Mencap. Not only was he the heart throb of the series, but he won the nation’s hearts with his genuine persona and comical moments (IYKYK), which has led him to have one of the largest social followings at the end of the series (currently boasting 190k IG followers). His relatability can mobilise audiences in ways that traditional campaigns might not. It’s been widely reported how Alexander’s heartfelt shout-out for Mencap transformed a fleeting moment of television into an outpouring of generosity from fans. His story didn’t just inspire; it motivated action.
Right time, right place, right talent
This success speaks to the ripple effect of influential voices. In a crowded media space, the right partnership can make all the difference. Alexander may not have been a household name before The Traitors, but his authentic connection to Mencap created a halo effect that amplified their message. For fundraisers, this is a call to collaborate strategically with ambassadors who align with their mission.
The speed at which Mencap reacted to the influx of donations following the finale was masterful. Their quick response helped sustain momentum and build goodwill among new supporters. Charities must be prepared to act swiftly when opportunities arise. Whether it’s a viral moment or an unexpected shout-out, the ability to adapt, respond, and leverage the moment can turn short-term buzz into long-term impact.
Working with talent isn’t just about reach – it’s about connection. Talent can humanise causes, making them accessible and relatable to wider audiences. Alexander’s role on The Traitors brought Mencap’s mission to living rooms across the UK. It’s a testament to the fact that when influential individuals advocate for causes they’re genuinely passionate about, the results can be extraordinary.
Key takeaways
The lesson for fundraisers? Talent partnerships should never feel forced. The best collaborations come from authentic alignment. When a celebrity or influencer has a personal stake in your cause, their passion will shine through, just as Alexander’s did.
Alexander’s journey on The Traitors was a masterclass in the power of authenticity and influence. His shout-out to Mencap not only raised vital funds but also shone a light on the charity’s work in a way no traditional campaign could. For fundraisers, the message is clear: embrace the human element, build meaningful partnerships with talent, and be ready to seize the moment when it comes.
As PR professionals, we know the potential of a heartfelt story paired with the right platform. Alexander’s moment on The Traitors wasn’t just a win for Mencap – it was a blueprint for how fundraisers can harness talent to make a lasting impact.
For more information on you can support Mencap, head to www.mencap.org.uk
