The Background
Livestreaming has grown into a serious fundraising channel over the last decade, with several charities already reaping the rewards. Age UK wanted to find out if it could work for them too.
The Brief
We were briefed to develop a livestreaming fundraising proposition, then put it to the test in the real world — through paid social — to get genuine insight into whether it had the potential to become a fully-fledged fundraising product worth further investment.
The Work
We started with a review of the market, competitors and potential audience groups, landing on four pen portraits that shaped both the proposition and the connection to cause across all of them.
From there, we developed a list of potential products and themes to explore with the team. Out of four ideas on the table, Stream for Ages was the one that stood out.
The proposition is simple: stream for 6, 12 or 24 hours throughout May — gaming, crafting, DJing, whatever you do best — and get your viewers to sponsor you.
It worked for all the right reasons: a strong, ownable name; a clear and flexible proposition that's easy to say yes to; a genuine level of challenge that makes it an effective fundraiser; and a format — the streamathon — that's already tried, tested and popular with gaming audiences.
Our creative team developed a distinctive look and feel for the campaign, deliberately set apart from Age UK's other fundraising products, and built to reflect the varied activities and audience groups the event could attract.
We partnered with Age UK's media agency on the test-and-learn strategy, then produced a full suite of assets to support the rollout — static and light-touch animated paid social ads, shareable graphics and a fundraising two-pager for participants, and copy for the stewardship emails.
It was a genuine pleasure working with a team bold enough to back something completely new. The campaign has recently wrapped, and we're looking forward to seeing the results.