UNICEF: Blankets for Syrian refugees

Mike Colling & Company / WPN

The team

Nicky Legg – Business Director
Sarah Greaney – TV Planner/Buyer
Gail Cookson – Director of Fundraising
Sandra Money – Head of TV Production
Georgina Montgomery – Account Director
Louise Lane – Head of Direct Marketing (interim)
Helen Pattinson – Head of Direct Marketing
Isobel Dumont – Direct Marketing Officer
Tony Charalambides – Managing Director

How did the campaign make a difference?

This campaign broke all the 'rules' of fundraising TV. But boy did it work! The 30-day test generated 84,609 donations from 77,000 people. 7,000 became regular supporters, recruited at an ROI some 300% better than the sector norm.

What details of the strategy make this a winning entry?