Two fundraising campaigns win IPA Effectiveness Awards

Campaigns by Marie Curie Cancer Care and Depaul UK won awards last night at the IPA Effectiveness Awards.

The awards recognise marketing communications campaigns that have proved the commercial power of their ideas and demonstrated their marketing payback. They are open to campaigns from global agencies, media owners, and clients with total annual marketing communications budgets of up to £2.5 million.

Marie Curie Cancer Care won the Gold award for Best Newcomer and the Best New Learning award for recruiting an extra 5,219 collectors who generated an additional income of £634,583. Depaul UK was recognised for a campaign that added 1,021 donors to its database.

Marie Curie Cancer Care: recruiting cancer charity collectors

Agency: DLKW Lowe

Marie Curie devoted a small part of its 2010 advertising budget to ask people to collect money for their Great Daffodil Appeal, rather than simply give money. Celebrity supporters produced two radio adverts and online content, asking the public to sign up an hour of their time to collect. This resulted in 5,219 collectors being recruited, who then went on to generate an additional income of £634,583, delivering a payback of £2.45 for every £1 spent.

Duncan MacCallum, Founder, MacC Comms, said: "The judges felt inspired by the fantastic new insight deployed in this paper turning givers into collectors. The return for Marie Curie was astounding, and even more impressive given the significant long-term value of the collectors for the charity. A deserved winner of the New Learning prize."

Depaul UK: increasing homeless charity donors through iHobo mobile app

Agency: Publicis

For a number of years Depaul UK has attempted to recruit younger donors to counteract its shrinking donor base. Previous press and radio campaigns yielded only modest results. In 2010 Depaul UK developed the iHobo iPhone application that designed to reach a younger audience. Despite no paid media coverage the app was downloaded 600,000 times, delivering 95 times more new donors than previous campaigns. It has added 1,021 young people to the Depaul UK database who have a potential combined lifetime donation value of as much as £1.5 million.

Torsten Schuppe, Marketing Director, UK and Ireland, Google, commented: "This is a fascinating use of a mobile application with an amazing short-term effect. The lowest budget to ever enter the Awards, this paper is a brilliant example of how to deliver impressive results on small funds."

www.ipaeffectivenessawards.co.uk

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