Virtual fundraising during a global pandemic

Rethink Mental Illness improves the lives of people severely affected by mental illness through their strong community and network, aiming to ensure that those affected have a good quality of life.

With their internal marketing activity proving unsuccessful in delivering learnings & results, our initial remit was to create a digital campaign that would help raise money for their fundraising events.

However, as the world entered into lockdown, many third-sector brands were faced with the difficulty of raising funds during a time of huge uncertainty and confusion.

A NEW FUNDRAISING FOCUS

A tight turnaround and the global pandemic meant there was a shift in our marketing approach, with an aim instead to support Rethink Mental Illness’ first virtual fundraising event, Miles for Mental Health.

With a lack of learnings from their internal activity, we implemented a rigorous test & learn approach across paid social and paid search, as well as a smart campaign setup centred around dynamic creative and optimisation.

We closely integrated creative and media, allowing us to create assets in batches based off conversion insight derived from formats, messaging and style.

With a conversion KPI in mind, we’ve delivered more than 400 sign ups to the event and so far have generated a 244% ROI for our client – which is still increasing as people continue on their fundraising journey!