Depaul UK: Don't raise money, make money
Benjamin Worden and Ant HarrisPublicis London
Summary
The traditional charity marketing model relies on getting people to care enough about your cause to want to donate. In recessionary times, advertising has to work even harder to convince cash-strapped people to donate. With more charities fighting for a shrinking pool of disposable income, the traditional advertising model becomes less and less sustainable.
For Depaul UK, a small youth homelessness charity, budget constraints make it very hard to compete in this context.
So in 2012 we set out to find a new model.
By...