Barncancerfonden – Fundraising campaign

This case study describes a campaign for Barncancerfonden, a non-profit umbrella association which represents seven childhood cancer charities in Sweden.

Barncancerfonden – Fundraising campaign

Brand: Barncancerfonden (Children's Cancer Foundation)

Markets: Sweden

THE MARKETING CHALLENGE AND BRAND INSIGHT:

Barncancerfonden is a non-profit, umbrella association which represents seven childhood cancer charities. Its activities, funded totally by private donations, are divided into three main fields – research, education and practical support.

We wanted to widen the donor base beyond Barncancerfonden's customary base of women over 55, and decided to run a special campaign aimed at younger groups who had been hard to reach in the past.

Young adults (16–30) are receptive to the idea of contributing to charity – but we...

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