The DM agency, which won the account following a four-way pitch, has been briefed by the children’s development organisation to create activity that will recruit regular givers, retain and upgrade existing donors, and regain lapsed donors. WPN already works with the charity in the UK.
Unicef International fundraising manager Owen Watkins said: “We are working with WPN to develop a concept that communicates the sheer scale, reach and effectiveness of Unicef in a compelling way for donors, and that works across our fundraising markets globally.”
WPN strategy partner Gail Cookson added: “The challenge is to help donors see the power of Unicef and the amazing work the organisation does for vulnerable children worldwide. Against this platform our aim is to enable donors to feel the ‘high’ of giving throughout their relationship with Unicef, and furthermore, to remain loyal and engaged.”
After research, the programme will be tested later this year in a number of markets including the UK, Netherlands, Canada, France and Sweden. Final executions will be created from this, and are set to roll out to participating Unicef International fundraising operations.
Cookson added: “This is an enormous opportunity to deliver not only strategy and planning, but also compelling communications that are grounded in insight. Our creative guys are inspired at the prospect of this campaign.”
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