Lent gets a makeover
Howard Lake | 10 March 2010 | News
Burnett Works has helped CAFOD to transform its leading fundraising campaign – Lent Fast Day – into a Lent-long event called give it up!: inspiring hundreds of thousands of people to give up whatever they want throughout Lent and then donate the money saved to CAFOD. The campaign concept leads with a series of photo-led transformations, showing what giving up something could turn into for someone else e.g. ‘Could you turn wine into water?’
Burnett Works developed both the communications strategy and the supporting materials in consultation with hundreds of CAFOD staff and volunteers.
With a striking modern identity this fully integrated campaign is designed to significantly grow income for CAFOD by maximising the participation and long-term support of parishioners, Catholic schools and youth groups, warm donors, as well as other Catholics across England and Wales who have historically been harder to reach. This includes a major push to engage these audiences in a more long-term, direct relationship with CAFOD.
Commenting on the give it up! campaign, Holly Ball, Head of Fundraising at CAFOD, said, “There’s a real buzz to give it up! and the early response to the campaign has been very encouraging – we have already had to reprint a number of key resources due to high demand. It’s particularly inspiring to see young people so excited about putting their Catholic faith into action. With the economic downturn, it’s very moving to see people of all ages responding to the idea of living more simply to help others.’
The campaign was launched at the start of Lent and is running across a range of channels, including direct mail, email, inserts, online and community events for the six weeks through to Easter.
To see the range of materials, please visit www.burnett-works.com/giveitup.
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Burnett Works is an integrated marketing and communications agency working exclusively in the not-for-profit sector. Its managing director is Jackie Fowler and current clients include CAFOD, Virgin Unite, Cancer Research UK and Friends of the Earth. Visit www.burnett-works.com for more.
CAFOD is the official overseas development and relief agency of the Catholic Church in England and Wales. It works in over 60 countries worldwide, with over 500 partners, helping people tackle the problems that keep them in poverty.
For further media information:
Jhennia Leipert, Burnett Works
Telephone: 020 7841 3077
Email: jh************@bu***********.com
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.