Come up with an idea to attract new donors using media space on public transport.
We tested two different approaches for this, one using a hard hitting traditional fundraising ask and the other a more softer engaging approach.
Neither advertisement directly asked for a donation, instead we used the opportunity to acquire a phone number and start building a relationship with the potential donor.
As these were displayed on public transport we felt it an ideal time to engage with people who responded through a strong emotional video as they have the time to absorb the information.
Both of the adverts worked extremely well and exceeded their targets.