Christian Aid; In Their Lifetime

Key thought:

‘More of what they love – with new energy’

The tricky task here was to excite and recruit new supporters for the second phase of an existing initiative, while also keeping current supporters engaged and on board. The proposition had to feel new for some, while at the same time having a sense of continuity and building on past success. To achieve this, we made sure to welcome and include both sets of supporters and to inject a sense of energy that would carry them both along towards a compelling shared goal. Result? Over £1 million in gifts and pledges in the first month alone.