St Mungo’s | Driving fundraising income through integration

The Brief Launch St Mungo’s first ever fully integrated fundraising campaign, create a step change in year on year income and drive awareness of St Mungo’s and their work.

The Challenge St Mungo’s brand and fundraising departments were siloed, and weren’t used to working together. They hadn't run an integrated campaign before, but understood it could be the key to a vital increase in YOY income. Public awareness of the brand was also low, and their audience lacked an understanding of what St Mungo’s did. The Solution

After clarifying objectives I conducted a series of stakeholder interviews, reviewed analytics and paid digital media performance, and poured through reports. I utilised this research, along with YouGov, to develop and segment audience personas and gain insight to build a campaign strategy and creative territory.St Mungo’s is one of the only large homelessness organisations with frontline workers who go out every night to help to get people who are sleeping rough to safety - this is their USP. However my research found that their audience and the wider public aren’t aware that they play this role, even though they were much more likely to donate when they did - so we decided to make it the focal point of the campaign. I developed a fully integrated campaign strategy which outlined the objective, audience, creative territory, strategy, the role each team would play, suggested traditional and digital media channels, timings and budget weightings. I then developed a detailed campaign plan, donor and email journeys, and topline media plan. I elected for DRTV as the hero channel, supported by paid social, search, PPC and programmatic display, native in app advertising, email, SMS, mail, radio, print, PR, OOH, and door drops. I also wireframed campaign landing pages, and worked with the development team to design and implement a new checkout and add Stripe and Payal to the site. I oversaw the project from end to end along with client services and a creative director from Open. This also involved signing off on creative, leading stakeholder calls and working with the clients media agency throughout the campaign.

St Mungo’s launched their first fully integrated campaign “Last Night on the Streets”, beating their target to raise over £1 million.

Improved brand awareness and understanding of St Mungo’s work

Campaign hero film nominated for a 2023 Charity Film award