Total Media Charities Case Studies

We work with a wide variety of non-profit organisations across varying sectors including: animal charities, emergency provision, homeless charities, environmental charities, third world relief, children’s charities, disability charities, campaigning organisations, and international charities. Below are a few examples of campaigns we have run for some of our clients.

Client: Concern Worldwide

Brief: Concern, the Dublin based international relief and development charity adopted a five-year growth strategy based on direct marketing. One particular event needing immediate attention happened in early 2003. An emergency conflict began in the impoverished region of Darfur after a rebel group began attacking government targets. Millions have fled their destroyed villages, with many heading for camps near Darfur's main towns. But there is not enough food, water or medicine for the huge numbers of displaced people affected by the fighting and rebel attacks. At the start of the conflict world attention was not focused on Darfur and this crisis needed immediate attention and money.

Response Summary: Total Media Charities & Campaigning Organisations worked with Concern to get a direct response ad made at speed, to help focus attention AND raise funds on main tv and cable stations in the Republic of Ireland. The tv was pre-tested in the UK using whole page copy on back page of the Guardian and "washed its face" so tv stage beckoned first in ROI. Campaigns pursuing monthly donors have used a wide variety of integrated media including: cold direct mailings, reciprocal mailings, door drops, press inserts, display ads, email and banner ads all in addition to DRTV.

Result: Concern’s 5-year goals have been achieved within two years, during which fundraising income increased by 76% and regular donors have rocketed from 8,000 to 95,000. Winner 2002 Institute of Direct Marketing Custometrics / Marketing Week Business Performance Gold Medal

Client: WRVS

WRVS (formerly the Women’s Royal Voluntary Service) launched its first ever Emergency Appeal following the flooding crisis that hit much of southern England in the summer of 2007.

Using a mixture of national and regional press ads and an emergency appeal mailed to individual supporters, the appeal has so far raised almost £250,000 at a ratio of more than 7 to 1.

The focus of the appeal was on the work of the WRVS Emergency Response Team – volunteers that worked alongside the major emergency services in every major flood incident around the country.

They assisted with evacuations, set up rest centres, provided food and drink, and brought comfort and relief for those in distress.

WRVS volunteers are highly trained to attend incidents like this, and feature in 98 per cent of all local authorities emergency plans – yet are funded almost entirely by the British public.

After the decision to launch the appeal, the concept and copy were turned around in under 12 hours using fundraising specialists, John Grain Associates. Press ads were booked by Total Media Charities & Campaigning Organisations in a range of titles and over the course of the week refined to those that were performing best.

At the weekend, full-page ads were launched with split tests of higher and lower level prompts and staff volunteered to answer calls over the Saturday and Sunday to make sure all donors received a personal service.

Finally, as the appeal began to decline, Total Media secured free space in the best performing titles for WRVS to run ‘thank you’ ads. These gave the appeal a final boost.

Michael Dent, Relationship Development Manager at WRVS said “We are absolutely delighted with the response to the appeal. Never having tested our emergency proposition with the public, and with low awareness of this service we knew it would be a risk. However, the combination of excellent suppliers, quick decision making, and excellent supporter care meant we have exceeded every target we set ourselves. There were times when all of us were working throughout the night, but it was worth it - even now, money is still arriving.”

Both the press ads and the appeal mailing have also achieved a number of high value gifts, corporate support, and offers of volunteer help.

WRVS

Client: NSPCC

Campaign: Raw Cuts (2006) Raw Cuts: ID 2008

Brief: To give young people a credible platform to have their stories, all based on one of the NSPCC’s key themes: young people’s vulnerability, told in their own voice.

Response Summary: Total Media Charities & Campaigning Organisations suggested to the NSPCC a new way of raising awareness through film rather than straight advertising - called “advertiser-funded programming” – which is increasingly common in TV, but was a first for a UK broadcaster and the charitable sector. TMC&CO secured a short film competition advertising funded programme campaign for the NSPCC on Channel 4. Applicants were selected for mentoring by C4 film makers so as to allow 4 winners to realise an ambition in telling their stories in broadcast transmission quality, after which their films were premiered at the London’s Electric Cinema, and broadcast in Channel 4’s 3 Minute Wonder slot.

Results: The Campaign was a resounding success, driving over 1,500 young people to respond to the NSPCC’s campaign. Four winners were selected to work with film industry professionals to turn their story into a short film. The films which were broadcast to coincide with the NSPCC’s 2006 FULL STOP week and helped to build awareness and interest in the FULL STOP campaign.

Following, the success of the original Raw Cuts campaign in 2006, Total Media Charities & Campaigning Organisations worked with the NSPCC to secure a follow up advertiser funded programme campaign on Channel 4 in 2008, titled: Raw Cuts: ID which offered young people the opportunity to create films based on how they choose to identify themselves. The campaign built on the success of the original Raw Cuts activity with a record number of entrants. Four of the five winning entrants were broadcast on Channel 4 in February 2008.