Published by Sue Johns-Chapman
Published Date 02.08.2022 
Flourish is a customer journey marketing agency
We transform customer journeys by connecting the right audience with the right message at the right time. Amongst our diverse pool of clients are several of brilliant charities, and we’re proud and inspired to help them make the best of their fundraising campaigns. The entries we submitted for the Not For Profit Award category are our 2021/22 winter campaigns for national veterinary charity PDSA and Bristol based charity St Mungo’s who support people experiencing homelessness.
PDSA keep pets healthy – so our pets can look after us
PDSA’s aim is to make sure owners can help to keep their beloved pets safe and well, no matter their financial circumstances. As we approached Christmas 2021, after a long period of turbulence and uncertainty due to the pandemic, we worked with PDSA to create a campaign that helped us all to recognise and remember all the wonderful things that our pets do to help support us and our families.
Christmas is a key time for charitable giving. Building upon PDSA’s core belief that no pet should suffer because of financial hardship, we created a two-phased approach to prime the audience ahead of asking for a donation, and to dig deeper into their motivations.
PDSA #ForPets tugged the heartstrings
The results of the campaign exceeded our targets, whilst also attracting some celebrity engagement via social media that helped to boost donations.
As a team of pet lovers and supporters of PDSA, we worked hard to ensure the campaign was successful. So, we were delighted when the emotive campaign attracted unexpected engagement from high-profile celebrity pet lovers. Ricky Gervais and Johnny Vegas retweeted posts from the campaign with the fundraising link. Johnny Vegas even added a picture of himself and his pet who was cared for by PDSA when he was younger, showing his gratitude for the work they do.
Read more about this campaign on the Flourish website.
Attracting a new audience for St Mungo’s
With new supporters essential for regular giving and one-off donations to be sustainable, St Mungo’s were keen to bring in donations from those in the 35+ age group for their winter campaign.
Christmas is a time when audiences are more receptive to donating to homelessness charities. St Mungo’s are the only homelessness charity that welcome pets into their hostels, and many of the charities supporters are animal lovers who recognise the bond between pets and their owners – and that this bond is equally strong in those who have fallen on hard times and lost their homes.
When people rely on their pets, their best friends, for company, they often face the decision between a safe place to sleep and being separated from their pet. For the winter campaign, we sparked empathy in new donors with the message #EveryoneIsWelcome.
Here’s how we exceeded the expected level of donations
Using a two-phased approach, we primed the audience without a direct ask, giving them the chance to connect with the cause. Then, we targeted the audience who had engaged with the creative with a direct ask.
This secured an incredible result for St Mungo’s in spite of the financial uncertainty that many people faced emerging from lockdowns.
Read more about this campaign on the Flourish website.
The team at Flourish are thrilled to have been shortlisted for both our entries into the Not For Profit award category for the UK Agency Awards. As animal lovers especially, we love to see charity campaigns secure donations for people and the furry friends who need them.
About Flourish Direct Marketing
Flourish is a specialist CRM Agency, focused on the development and delivery of
data-driven and creative communications and content in the B2C, B2B and NFP sectors. With a background in Direct Marketing, we have developed an expertise in CRM, especially in the areas of programme optimisation, elevation and transformation. We provide support to a diverse client base, who are typically looking to maximise the effectiveness of their Customer Journey Marketing and drive increased value from a range of audiences, channels and touchpoints.
Over the years, we have developed a specialism in charity and legacy marketing campaigns for a wide range of NFP organisations. Find out more on the Flourish website.
If you’d like to get in touch with our team to discuss your marketing or fundraising challenges, call us on 01173 177620 or email us at enquiries@flourishworld.co.uk
