When we launched our new brand campaign last year, we wanted to tell charities that we put them front and centre. It’s hard to get a donor’s attention and once your charity has achieved that, we don’t want to get in your way.
The message we delivered in the campaign was simple: we provide an all-in-one fundraising platform, with your charity in the spotlight.
The brand campaign activation ran alongside an integrated online campaign in trade publications and, excitingly, out-of-house advertising with JC Decaux’s Social Good arm. This saw the brand poster plastered on billboards and bus stops across the capital and outside charity headquarters up and down the country.
At Enthuse, putting charities first is at the heart of everything we do. And we knew our brand campaign had to reflect that. That’s why we partnered with ad tech for good platform Good-Loop to run the digital video aspect of our campaign, in a way that would promote a worthy cause.
This resulted in a 5% uplift in brand perception versus competitors and showed that the public values companies that invest in social good.
Partnering with Good-Loop
Good-Loop is an ad tech platform that aims to bake purpose into everything it does. The company converts people’s attention into donations for good causes. The goal is to deliver ads that bring real social impact and create a more meaningful relationship between brands and consumers.
One of the ways the company achieves this is through its ‘Watch to Donate’ video ads. The videos run on popular websites, with a targeted audience, but unlike normal ad formats – they run with the imagery of a chosen charity incorporated. Consumers are then told that if they watch more than half of the video, a donation is made to a cause of their choosing. The donation comes out of the advertiser’s allotted marketing budget. Neither the consumer nor the charity is charged a penny.
It’s a model that is serving Good-Loop well, with the company raising more than $5M for charities, including Save the Children, WaterAid and Great Ormond Street Hospital, to date.
“Working with Enthuse to help deliver their brand campaign was a partnership that just made sense – our end goals are essentially the same. Ultimately, we both want to be able to help charities raise more funding while still landing a brand’s value and message. It’s fantastic when a common purpose aligns in such a way and we were glad to support such a strong and worthy campaign. Partnerships like this highlight that advertising can be used as a real force for good.”
Julia Hitchman, Head of Brand & Agency Partnerships, Good-Loop
The Enthuse brand campaign
Picking a charity to star in our brand campaign was alway going to be tricky. We work with thousands of brilliant organisations and there are so many worthy causes out there. We knew the winner had to be chosen at random to be as fair as possible, so we launched a competition via our newsletter.
If charities were interested in having their logo and cause featured in our brand campaign and earning up to £15,000 in donations, at no cost to themselves, they simply had to put their name forward and tell us how they’d use the money.
We picked the entrants out of an online randomiser and Living Without Abuse (LWA) was the chosen cause. An important local charity, LWA provides support to anyone experiencing or fearing violence or abuse from a partner, ex-partner or family member. This includes raising awareness of domestic abuse and sexual violence, working towards its prevention and eradication, and assisting those affected by this crime to determine their own lives.
The ‘Watch to Donate’ campaign video was housed and broadcast on many high-profile websites with a relevant audience for charity fundraisers, including the likes of Business Insider, The Independent, Variety and Rolling Stone. This meant the charity received a sizable donation through the campaign, and also got great brand exposure on well-respected media outlets.
Raising £15k in donations for a great cause
Across the course of the campaign, 84% of people watched more than half of the 45 second video to unlock a free donation for Living Without Abuse. That’s 34% higher than the average online ad, according to Good-Loop’s benchmarks. A great level of engagement which led to £15,000 in donations being raised for the charity.
“We were delighted to be part of the Enthuse x Good-Loop campaign. The £15,000 will help thousands of people across Leicestershire and Rutland who are affected by domestic abuse or sexual violence. The funds are going to be used to support all our work, including our 1-2-1 counselling, group support sessions and young people services, volunteer programmes and our helpline.
“In 2020/21 our outreach team supported 3,160 adults and 5,730 children to rebuild their lives after domestic abuse. We expect this number to rise over the next year, so this funding will help us work with everyone who reaches out to us. As a local charity, donations such as this one really do make a difference to our operations – we really appreciate being chosen as the charity recipient.”
Verity Mitchell, Head of Fundraising, Living Without Abuse
To find out more about the exceptional charity work Living Without Abuse is doing and to offer your support, you can visit their website here: https://lwa.org.uk/
If you’re interested in learning more about how ad tech can be a force for good, you can visit the Good-Loop website here: https://good-loop.com/
“In a campaign where we’re telling charities that we put them first, it’s only right that we share our marketing budget and limelight with an organisation like Living Without Abuse, giving them some well-deserved brand exposure and helping to raise some valuable donations for their life-changing services. At Enthuse we believe the spotlight should be on charities and we’re always looking at new ways to make that possible, so good causes can maximise their digital fundraising and build long-term supporter relationships.”
Louise Tullin, CMO, Enthuse
Is your charity looking to maximise its digital fundraising efforts? Book a demo and speak to one of our Enthusiasts and find out how we can help.
