Plan UK train advert recruits regular donors through mobile
Howard Lake | 23 September 2012 | News
Children’s charity Plan UK is reporting success in recruiting regular donors via text in response to its outdoor advertising campaign to end child marriage.
The advert, designed by Open Fundraising, features 12-year-old Aneni. Appealing directly to women, the advert calls on commuters to remember key moments in their lives, from childhood to having their own children. It then highlights that Aneni has experienced all of these by the age of 12.
The advert is part of the wider launch of the Girls Fund, a new donation option for supporters to help keep some of the world’s poorest girls in school.
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The advert was tested on train networks in London and the South East. Plan say that the advert recruited over 800 regular givers between November 2011 and June 2012, with the average gift of £8.75 including Gift Aid.
Justin Wylie, Head of Business Development at Plan, said: “The messaging is powerful, it’s all about rights and it has that clear issue, resolution and call to action structure, which has made it successful for fundraising response.”
Plan will be expanding the campaign to regional train networks in October.
www.plan-uk.org
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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.