YMCA Changing Futures Appeal

Key thought:

‘Simply do the right things well.’

This was YMCA’s first ever major donor case for support. The raw content needed some unpicking, but once I had a good understanding of the proposition, the narrative structure fell into place. Despite some concern from the client as to whether such an approach would work with their donors, we succeeded in raising the £500k appeal target within six months – against an estimate of three years.