Macmillan: Whodunnit?

Macmillan, a charity, used in game prompts to raise more money from the Murder Mystery event in the UK.

Campaign details

Agency: GOOD Agency

Macmillan's Coffee Morning is hugely popular, but audience insights showed supporters wanted another excuse to get together with friends.

And although the audience loved Murder Mystery in its pilot year, results showed only 17% of sign-ups returned money.

Time to match fun with fundraising.

Strategy

Macmillan recognised how hard it is to ask friends for money, and understood that if the Coffee Morning hosts won't ask then the game itself would have to.

By offering extra clues to help crack the case via text in exchange for a £3 donation this softened the serious...

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