# ActionAid supporters are happy! - Link: https://fundraising.co.uk/2011/01/21/actionaid-supporters-are-happy/ - Published: 2011-01-21T19:11:24+00:00 - Author: Sylwia Korsak Very interesting approach of ActionAid’s new campaign “What a Feeling” resonated in few interesting blog posts this week. On Monday the charity has organised an off-line event called [Happy Bubble](http://www.actionaid.org.uk/102686/the_happy_bubble.html) to respond to the Blue Monday’s depressive moods. [The campaign website](http://www.actionaid.org.uk/findyourfeeling) allows its users to test their emotions and potentially get involved. Their viral video makes the entire approach even more visible. ## Advertisement So what are the initial reactions? I have saved a few tweets from the launch day [here](http://www.curated.by/presleysylwia/happybubble), but it looks like bloggers also react to the idea. Ken Burnett [posted](http://www.kenburnett.com/BlogHappyBubble.html) already on Monday. He thinks the idea is good and will work. He even considers potential criticism: > “There will be detractors. Their big accusation will be that this idea won’t work, > by which they mean that it won’t work in terms of immediate income now. I refute > this on three grounds, all of which require that we take a longer-term view with > our donors. We need to think of donors in terms of their lifetime value, not just > their latest gift, we should learn to measure not just money now but a host of > other important if intangible progresses, such as building trust, commitment, > future intentions and giving pleasure, and we need to stop always asking for money. > What kind of a friend always asks me for money? We need to appreciate, sometimes, > that less is more.” Rob Dyson has [posted](http://askcharity.org.uk/blog/2011/01/serendipity-integration-and-chance-taking-actionaid-uk%E2%80%99s-campaign) his thoughts today: > “Overall, I think it’s a ripe time to test a change in direction. By leading with > Western middle-Englanders – as opposed to images of children and families in developing > countries, or depicting poverty – ActionAid UK could be masterly capturing the > illusive incentive to a Big Society. If charity is fatigued, perhaps the future > of fundraising will be driven by who gives the best supporter care and delivers > the best ‘experience’.” Ross McCulloch [posted](http://www.rossmcculloch.com/actionaid-and-the-campaign-everyone-is-talkin) guest content from Andrew Robinson, Campaign Manager with ActionAid:  > “The big insight for us came simply from talking with our supporters. We spoke > to a lot of people but the thing that came up again and again was that, whilst > they were concerned about making the biggest amount of difference to as many people > as possible, they all recognised that they got as much, if not more, back than > what they gave in time and money. > What our supporters got back wasn’t material, but was a whole range of really > powerful emotions. In some case (like Silvia who features in our advertising) > what they experienced inspired them to completely change their lives. We realised > we were a conduit to helping people discover something really profound and really > amazing and we wanted to celebrate that.” Andrew Robinson is also explaining the approach in more detail: > “We tested the idea with our supporters in a few ways. We started by [asking people on Facebook and got some great responses](http://www.facebook.com/actionaiduk?v=wall&story_fbid=156588817687590). > We made [a film of what our supporters felt about ActionAid](http://www.youtube.com/watch?v=JoAGdzduEmQ). > We then emailed our supporters and asked them to watch the film and then tell > us how it feels for them. You can [see the most recent responses here](http://www.actionaid.org.uk/102680/get_the_feeling.html). > All of these things came together to indicate that we had a proposition that really > resonates. > The campaign is out now in a whole range of media including tube cards, cross > track, press, radio, inserts and online (including social media). We also kicked > off the campaign with our Happy Bubble event near Liverpool Street station where > we tried to bring to life some of incredible feelings that our supporters described– > [like using a space hopper to recreate Jono’s little leap or a big blue monster for Sarah’s warm hug](http://www.actionaid.org.uk/102694/live_from_the_happy_bubble.html).” It’s really exciting to watch this innovative campaign unfolding. [Voice](http://www.nfpvoice.com) was working on preparing the ActionAid supporter care team specifically on [Facebook conversations](http://www.facebook.com/actionaiduk) and management of social media relationships, so we are very, very eager to see more and more reactions on the topic!  * **[FRSB and Samaritans to train charities in handling difficult calls from the public](https://fundraising.co.uk/2011/09/22/frsb-and-samaritans-train-charities-handling-difficult-calls-public/)**( 22 September 2011) * **[7 simple steps for developing effective supporter journeys](https://fundraising.co.uk/2015/03/16/7-simple-steps-for-developing-effective-supporter-journeys/)**( 16 March 2015) * **[Four IoF groups partner on Northern Supporter Experience conference](https://fundraising.co.uk/2019/10/29/four-iof-groups-partner-on-northern-supporter-experience-conference/)**( 29 October 2019)