RNLI challenge supporters to go H2Only
Howard Lake | 2 May 2014 | News
The RNLI has begun its first mass participation denial challenge, focusing appropriately on water. It is challenging its supporters to “go H2Only” and drink nothing but water for two weeks to raise funds for the charity’s lifesaving work.
The two week period runs from 27 May to 10 June, and the campaign to recruit participants began last month.
The Good Agency developed the strategy behind the event, participant journeys and the creative look and feel of the campaign with the aim of increasing fundraising and connecting new, younger audiences with the RNLI. It built the event microsite, developed the social media strategy and produced all the direct mail recruitment materials.
The campaign focuses on individuals’ ability to master self-control over a fortnight.
H2Only app
Digital solutions studio 3 Sided Cube has created an app that encourages participants to get involved, offering them tips on raising more money and rewarding their fundraising successes.
[youtube height=”450″ width=”800″]http://www.youtube.com/watch?
Helen Hopkins, RNLI Product Marketing and Innovation Manager commented:
“This is the first mass participation denial challenge that the RNLI has run – and we are really excited to see the concept in action. We hope H2Only will help raise crucial funds for our lifesaving charity, as well as enabling us to engage with new audiences who are up for the challenge of drinking nothing but water for two weeks.
“We’ve created a really tough challenge that gives people an opportunity to test their willpower. We want participants to become true masters of self-control and feel proud of themselves when they succeed”.Advertisement
Other drinks-based self-denial campaigns
Other charities have of course developed alcohol-related fundraising campaigns and products, notably Cancer Research UK’s Dryathlon and Marie Curie Cancer Care’s Stoptober. The RNLI’s campaign shares their abstinence theme but differs in the positive and particularly relevant focus they put on drinking just water, the element that volunteer RNLI crews face again and again.
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.