# Lent gets a makeover

- Link: https://fundraising.co.uk/2010/03/10/lent-gets-makeover/
- Published: 2010-03-10T15:28:52+00:00
- Author: Howard Lake

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.

## Advertisement

 [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/)

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.

– ends –

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************@***********ks.com

 * **[Film and video company offers £5,000 of services in charity competition](https://fundraising.co.uk/2010/03/22/film-and-video-company-offers-5000-services-charity-competition/)**(
   22 March 2010)
 * **[£4000 worth of web development for one charity](https://fundraising.co.uk/2010/03/30/4000-worth-web-development-one-charity/)**(
   30 March 2010)
 * **[Charity Golf Days – The Official Launch](https://fundraising.co.uk/2010/04/18/charity-golf-days-official-launch/)**(
   18 April 2010)