In the face of falling ROI from their supporter appeals programme development charity CARE International UK have taken the programme activity in-house to help cut costs and to take a different approach to creative development.
To assist them in improving the quality of their in-house appeals work, the charity has commissioned strategic marketing consultancy Moving Thinking. The company has designed a process to generate effective campaign concepts through creative workshops with CARE staff.
Shabnam Amini, CARE International UK’s Head of Direct Marketing, said: "We have been developing appeals in-house for the past year with encouraging results. Quality, maintaining a good contribution and great results are key for us. Our dwindling number of cash supporters means we can’t afford high creative costs. We’re really looking forward to our first creative workshop with Moving Thinking, the aim being to deliver an excellent appeal this Autumn, but also to have a structure in place for creating future appeals”.
Mark Cook, former Planning Director at Whitewater, set up Moving Thinking in early 2011. He said: "It’s becoming harder for charities to swallow the bottom line impact of high cost creative. I’m seeing more and more that charities, big and small, are boosting the expertise and output of their internal creative resource and achieving some great results. Of course there are excellent agencies that add huge value, but I think its good for charities to have credible and cost-effective alternatives."