Innovative. Provocative. Fun. #greatfundraising

One of the best digital campaigns I’ve seen. This beautiful piece of work takes visitors on journey which is fun, and intriguing through to an awkward atmosphere of realisation and learning and finally to a logical fundraising ask.

The journey is seamless.

Ideas like this aren’t easy to come by. When they are, they are usually strict in their objective and often will come from creative agencies with no experience and little understanding of fundraising.

The soundbite that makes my blood boil comes to mind here:

Our campaign will make more people aware of your cause and then they’ll donate

Unfortunately fundraising doesn’t work like that. We have to ASK the reader, viewer or website visitor and we need to tell them why they should give.

This campaign by Asylum Aid in the UK is a great example of an idea that straddles fundraising and communications/brand awareness goals – while still staying true to the proposition and not watering down the fundraising “ask”.

 

Not an easy thing to do.

Have a play – it will likely be shared with you many times over the coming days and weeks.

Thanks @asylumaid and @IlanaJackman for sharing.