DECHOX Fundraising Campaign
Background
The British Heart Foundation wanted to launch a brand-new mass participation fundraising event that would attract a younger audience and recruit thousands of new supporters. Following a competitive three-way pitch, I was appointed to develop the concept, campaign brand, creative strategy and integrated marketing campaign from the ground up.
The Challenge
Research showed growing interest in abstinence-based fundraising challenges, particularly among women aged 25+. The opportunity was to create a fundraising campaign that felt fun, shareable and easy to join, while encouraging participants to raise money for lifesaving heart research. Success would be measured through supporter acquisition, fundraising income and long-term campaign growth.
The Creative Strategy
The result was DECHOX, a sponsored challenge encouraging people to give up chocolate throughout March.
From naming and brand identity to campaign strategy and launch, every touchpoint was designed to make participation feel enjoyable rather than difficult. The creative centred on the guilty pleasure of sneaking chocolate, using playful photography and humour to create an instantly recognisable campaign that people wanted to share.
The campaign was delivered across outdoor advertising, digital marketing, social media, PR, radio and print, supported by a dedicated microsite with seamless registration and fundraising through the JustGiving API. Every participant received a complete fundraising toolkit, helping build a sense of community while maximising donations and engagement.
Results
DECHOX quickly became one of the British Heart Foundation's most successful fundraising campaigns, delivering exceptional supporter acquisition and year-on-year growth.
Year One: Over 19,000 registrations, 89% new supporters and £720,000 raised, more than double the original target.
Year Two: Nearly 20,000 registrations, 60% repeat participation, 212,207 website visits, a 6% increase in web conversions and £850,000 raised.
Year Three: Average donation increased by 10%, 48% remittance rate, 92% new participants and more than £1 million raised.
DECHOX proved that a simple insight, combined with strong branding, integrated campaign planning and memorable creative, can become a sustainable fundraising product that continues to recruit new supporters and generate significant income.
