NSPCC expands face to face 'private site' campaign
Howard Lake | 19 May 2003 | News
The NSPCC is extending its private site version of face to face fundraising at selected shopping centres.
The children’s charity says its version of face-to-face fundraising and campaigning is “groundbreaking.” It is about to embark on full roll-out following a successful second stage of testing activity.
The NSPCC developed the new approach with its agency Push Consultancy. It aims to attract the public’s attention with interactive premium quality stands staffed by specially trained campaigners.
Advertisement
Donor Recruitment Manager Elvira Meucci-Lyons said the new format offers the NSPCC a new way of integrating its key fundraising and campaigning messages, delivering them “to a receptive audience in a relaxed and welcoming environment.”
She explained: “Face-to-face has always been good to us, but with traditional street-based activity there’s always been the concern that we’re just not hitting our target audience. When Push brought this proposal to us, we took a calculated risk – and it seems to be paying off”.
Push MD Stuart Case outlined the thinking behind the new ‘Private Site’ project: “Face-to-face is supposed to be a direct marketing discipline, but the logistical limitations to date have really held back targeting and creative opportunities. Private Sites turn that right around. People go to shopping centres specifically to be stimulated and spend money, and charities can have their share of that too. This is a whole new way of communicating and it’s where the future lies.”
The NSPCC’s full roll-out follows two tranches of successful testing in December 2002 and April 2003. Shopping centres targeted include Lakeside, Thurrock; The Glades, Bromley; The Harlequin Centre, Watford; and The Victoria Centre, Nottingham.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.