case studies
Save the Children
[ Developing corporate fundraising ]
Client Comment
"We worked with Panlogic to develop our first ever online Christmas card for companies this year. They have produced a beautiful design, using a smart mechanic and it's a great solution to our brief. As a result the number of companies that have chosen to take up the proposal of the card has exceeded our expectations and this is a credit to Panlogic. We look forward to seeing how we could develop this further as a fundraising product next year"
Kirsty Saddler - Business Development Manager, Save the Children
Background
Inspired by Crisis' annual offline Christmas card and tie-in with the FT, Save the Children decided to develop a corporate Christmas card which would act as a corporate fund-raising tool. Save the Children worked with Panlogic to develop an online virtual Christmas Card for Christmas 2006 thereby creating differentiation from the Crisis' approach.
Requirements
Business requirements were split in to two parts. The first requirement concentrated on developing awareness of Save the Children amongst new and existing corporate sponsors. The second was to ensure that in its first year, the Christmas card covered all costs and if possible returned an acceptable return on investment. Save the Children saw the development of the Christmas card as a long-term strategic initiative where learning and creative and technical development would result in greater returns over the coming years.
Solution
Fundraising is achieved through grassroots and community involvement and therefore both engagement and activation with key influencers on the ground is essential. The Facebook application we developed, ties all these currently disparate elements together and utilises the full power of the Facebook platform (i.e. the community aspects and the ability to develop a specific application for all current and future events).
Strategy and Delivery
Panlogic's strategy concentrated on two core areas:
- The development of an easy to use sales-tool for Save the Children. Essential to the success of this project was a sales tool for Save the Children staff to sell the concept to corporates at a time when Christmas card decisions were being taken.
- The online Christmas card. The Christmas card identified three festive scenes allowing the user to interact with the card. Each card was co-branded between the sponsoring company and Save the Children.
Value
The 2006 Christmas Card was a massive success and delivered a significant return against the initial expectation of zero return. Corporates were given a floor level of donation for access to the card but a number of corporates donated significantly in excess of the floor.