Standing out from the crowd by simply saying ‘Thank you’

Campaign results:

  • Featured case study in the UN presentation ‘How NGOs can use social media to create impact and eradicate poverty’ (described as an exemplary example)
  • Featured in Sofii’s ‘I Wish I’d Thought of That’ (alongside Live Aid and Movember)
  • Covered by UK Fundraising and received multiple blog posts from Howard Lake
  • Paul de Gregorio (11th most influential person in fundraising) donated £1,000 and posted more than eight blog entries about Send a Cow’s work

We were asked to create a festive campaign to support Send a Cow’s wider strategy by raising brand awareness.

As Christmas is the noisiest time of year for campaigning, we needed to make Send a Cow stand out from the crowd. We devised an integrated campaign to thank supporters and volunteers, rather than asking for support. The aim was to generate publicity and get Send a Cow noticed.

We mapped out the channels that would be effective in broadcasting the message, the user journeys across them and how we would seed the campaign to notable potential advocates.

Over a 10-week period we randomly selected five ‘super supporters’ to thank – anyone from a financial supporter to a £5 gift purchaser. They were featured; on the homepage, as donate promos, on the background of the websites, throughout email comms, in Thank you videos from UK and Africa, and as Send a Cow’s Twitter and Facebook avatars.

A culture of thanking soon spread through the charity — on the gift site, purchasers’ names were displayed via a live ticker, handwritten Thank you notes were added to gift purchases and staff called people to thank them personally for their order.

“Positive’s ‘Thank you’ has generated supporter engagement beyond social networks, across all marketing channels and right throughout the year. The campaign really brought every department at Send a Cow together and brought us closer to our supporters too. Everyone has appreciated this was something pretty special.”

Lorraine Finnigan, Communications Manager, Send a Cow.