Regular Giving Campaign | Donor Acquisition & Fundraising Strategy
Background
Orbis is an international eye care charity working to prevent avoidable blindness and restore sight in communities around the world through specialist training, treatment and sustainable healthcare programmes.
The charity wanted to strengthen its regular giving programme by developing a compelling monthly donation proposition that would recruit new supporters through cold acquisition and build long-term fundraising income.
The Challenge
The opportunity was powerful.
A monthly gift of £10 could fund three sight-saving operations every year.
The challenge was to transform that simple fact into a compelling regular giving campaign that made the impact of a monthly donation immediate, tangible and impossible to ignore. The proposition needed to cut through a crowded fundraising landscape, inspire trust and encourage people to commit to ongoing support.
The Creative Strategy
Every successful donor acquisition campaign begins with understanding why people give.
By reviewing audience insight, supporter behaviour and Orbis' global programmes, we identified a simple but important truth. People are much more likely to become regular donors when they can clearly visualise the difference their money makes.
Rather than asking people to support a charity, we invited them to fund sight-saving operations.
That shift transformed an abstract monthly donation into a clear, measurable outcome.
As Creative Director, I led a small team and oversaw the fundraising proposition, campaign strategy and creative direction, developing a distinctive identity that positioned regular giving as a direct investment in restoring sight. Working with a specialist creative team, we produced a suite of acquisition assets across digital advertising, paid media and supporter communications, ensuring the campaign remained consistent while optimising messaging for different audiences and channels.
Impact
The campaign gave Orbis a clear and memorable regular giving proposition that simplified the value of monthly giving and strengthened its donor acquisition strategy.
By focusing on tangible impact rather than the donation itself, the campaign made regular giving easier to understand, more emotionally engaging and more compelling for prospective supporters. It also provided Orbis with a scalable fundraising platform capable of supporting future acquisition activity and long-term income growth.