Macmillan Cancer Support: A coffee morning kit filled with fun, useful and shareable items

This case study describes how Macmillan Cancer Support, a cancer specialist support charity, appealed to new donors without alienating its older audience in the UK.

Macmillan Cancer Support: A coffee morning kit filled with fun, useful and shareable items

Agency: Kitcatt Nohr

The brief was to recruit a new generation of hosts to raise money for Macmillan Cancer Support. In order to grow, Macmillan's World's Biggest Coffee Morning needed to appeal to a younger audience - without alienating its loyal older audience.

Strategy

Macmillan's World's Biggest Coffee Morning is one of the UK's biggest and longest-standing mass fundraising events.

The typical coffee morning host, dubbed Hilary, has a good network of friends, and enjoys giving something back to charities. Hilary, accounts for 69% of people...

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