Children’s charity Barnardo’s is preparing to launch its 2008 Big Toddle fundraising walk following a major strategic and creative review of the event by Burnett Works.
The agency was appointed last August to explore how the fundraising potential of the event could be further developed.
Gillian Egan, account director at Burnett Works, commented, “With the target audience for the Big Toddle already close to saturation point, we’ve focused on how to improve the conversion rate of registrants and on increasing the average donation.”
New, clearer positioning has been developed for the Big Toddle 2008 and a series of creative elements produced which include concepts and copy for national and regional press ads, bus shelter and online ads, welcome and loyalty mailing packs and a How-to-Toddle pack. The new creative approach includes more child-facing materials including a Big Toddle storybook that has been illustrated by well-known children’s illustrator Ian Cunliffe.
Notes to editors
Barnardo’s is one of the UK’s leading children’s charities and works directly with over 115,000 children, young people and their families every year. The charity runs 394 vital projects across the UK, including counselling for children who have been abused, fostering and adoption services, vocational training and disability inclusion groups. In 2007 the Big Toddle raised over £1.4 million. For more information about Barnardo’s and the Big Toddle 2008, visit www.barnardos.org.uk
Burnett Works is a full service marketing and communications agency working exclusively in the not-for-profit sector. Its managing director is Jackie Fowler and current clients include Cancer Research UK, Sightsavers International, UNHCR, Plan UK and The Camphill Family. Visit www.burnett-works.com for more information on the agency’s work.
For further media information and images:
Telephone: 020 7841 3076