Stream for Ages

Background

Livestreaming has grown significantly as a fundraising channel over the past 10 years and several charities have harnessed the opportunity and benefitted significantly. Age UK came to us wanting to test the waters and determine if this could be a profitable fundraising opportunity for their organisation too.

The brief

Our brief was to develop a livestreaming fundraising proposition. The chosen proposition was to be tested live in market - through paid social - to provide further insight into the opportunity and validate its potential as a fundraising product for further investment.

The work

We started with a review of competitors, the market and audience groups to help define an audience group for the Age UK streaming product. We identified four pen portraits which we used to shape the proposition and connection to cause that would work across all audience groups.

We then came up with a list of potential products and themes to explore with the team. Out of the four ideas we’d initially presented, ‘Stream for Ages’ was selected.

The proposition invites people to stream for 6,12 or 24 hours throughout May, doing whatever they do best, be it gaming, crafting or DJing, whilst asking viewers to sponsor them.

This concept worked well due to the:

• Strong name - easy to understand and ownable.
• Simple and clear proposition - best platform for test & learn.
• Flexibility - people can use whichever streaming platform or streaming activity they prefer, whether that’s gaming, exercising, crafting etc.
• Level of challenge making it an effective fundraiser.
• Gameathons and Streamathons are also tried and tested and arguably the most popular model for gaming fundraisers.

Our creative team then developed a unique look and feel for the campaign, something that looked distinctive from other Age UK fundraising products. The creative also reflected the varied audience groups and activities that could be streamed to bring to life the flexibility of the ask.

Having partnered with Age UK’s media agency and shared our thoughts on the test and learn strategy, we produced several assets to support the rollout including a selection of static and light-touch animations for the paid social ads, assets for those taking part such as shareable graphics and a fundraising 2-pager, and copy for the stewardship emails.

It was great to work with a team who were bold in their thinking and confident in trying something completely new. The campaign has recently wrapped up and we look forward to seeing the results.