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Winter Appeal
Awards
Industry Bronze - Not-for-Profit
Entrant
RAPP
Nominee
Auckland City Mission
Entrant Credits
Tim Wood, Jake Siddall, Sokpart Pao, Catherine Chi, Craig Fraser, Jody Macfarland, Shweta Tomar
Nominee Credits
Diane Robertson, Alexis Sawyer
Additional Credits
Thomas Hsieh
Entry Rationale
Poverty is a large problem in New Zealand and one made much worse when winter hits. Yet most New Zealanders know nothing about how tough it is to live below the poverty line. Add to this the fact that winter is a key donation time for almost every charity and you quickly become almost as invisible as those you’re trying to help.

With a little over one month to go, the Auckland City Mission (ACM) Winter Appeal was sitting at only 65% of their target. Failure to reach their goal would have a significant impact significantly in the coming months.

The chosen approach was to focus on the weather; to vilify it and convey the fact that donations provide a barrier against the threat winter weather poses for those in desperate need.

With a budget of $10K and knowing that every other charity had already launched their winter appeals weeks earlier, a compelling and creative direct response campaign was delivered on very short notice that enabled ACM to significantly overachieve it their fundraising objective.

The approach taken focussed on channels that supported direct generation of donations. Digital media placements on  relevant media sites (such as NZ MetService), and social media engagement via facebook and twitter drove donors directly to ACM’s website. Banners employed a further level of engagement, letting you literally push back the weather with your cursor, further dramatising the situation.

From the $10,000 budget an RoMI of $15:$1 was achieved.