Stream for Ages | Livestream Fundraising Product Development
Background
Age UK wanted to explore the growing potential of livestream fundraising as a way of reaching new audiences and generating future income. While gaming and livestream fundraising had become an established part of the charity fundraising landscape, it was still a relatively untapped opportunity for Age UK.
The ambition was to test whether a livestream fundraising product could attract younger supporters while staying true to the charity's mission and brand.
The Challenge
Age UK asked us to develop a new digital fundraising proposition and test its appeal through a live paid social campaign.
The objective wasn't simply to launch another fundraising event. It was to build a viable fundraising product, validate audience demand and gather meaningful insight to inform future investment and long-term growth.
The Creative Strategy
Successful fundraising products begin with understanding the audience.
We started by analysing the livestream fundraising market, reviewing competitor activity and developing audience personas to identify where Age UK could carve out its own space.
Following a series of proposition workshops, one concept emerged as the clear winner: Stream for Ages.
The idea was deliberately simple and flexible. Participants could livestream whatever they loved, whether gaming, music, crafting, fitness or creative pursuits, over 6, 12 or 24 hours, inviting friends, followers and online communities to sponsor their challenge.
The proposition worked because it combined a memorable, ownable name with a format that already felt familiar to livestream audiences while remaining accessible to complete beginners.
Visually, we created a bold campaign identity that differentiated the event from Age UK's existing fundraising portfolio, reflecting the energy and diversity of the livestreaming community without losing sight of the charity's trusted brand.
Working alongside Age UK's media agency, we developed a test-and-learn acquisition strategy and produced a complete suite of campaign assets, including paid social advertising, animated content, participant resources, fundraising guides and supporter stewardship communications.
Impact
Stream for Ages provided Age UK with a distinctive livestream fundraising campaign designed to test audience demand, attract new supporters and explore a growing area of digital fundraising.
By combining audience insight, fundraising strategy, proposition development and creative innovation, the project established a strong foundation for evaluating livestream fundraising as a future income stream and supporter acquisition channel.
Services Delivered
Fundraising Product Development
Livestream Fundraising Strategy
Digital Fundraising Campaign
Audience Insight & Research
Proposition Development
Campaign Naming
Creative Direction
Brand Identity
Paid Social Campaign
Campaign Testing & Optimisation
Supporter Stewardship
Integrated Campaign Strategy