Lunchbox for Mary's Meals: Buy lunch for five kids while you're buying your own with one extra tap

This case study describes how Mary's Meals, a British charity, increased donations to provide school meals with its UK Lunchbox campaign.

Lunchbox for Mary's Meals: Buy lunch for five kids while you're buying your own with one extra tap

Agency: Earnest

Traditional fundraising methods are under scrutiny for placing people under unacceptable pressure. The idea was to help charities raise money while making donors feel nothing but good. Lunchbox marries contactless technology with behavioural science. This wasn't a client brief, but an agency idea shared with a charity partner.

Strategy

By taking a tiny, fixed amount with a tap of your card in the right context, Lunchbox replaces guilt and pressure with instant feel-good giving.

A 2014 Cabinet Office report set...

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