Entries to the much-loved Bath Half sell out in days, while charity places are slower off the mark. So, how do you get keen runners to race for a good cause and not just their PB? Our challenge, set by the event organisers, Running High was to find an answer. Fast.
The brief
Our role was to find a way of promoting the double benefits of a charity place: one, taking part in a gruelling physical challenge and two, raising much-needed cash for charity partners. We also needed to help potential participants overcome another hurdle – their perception of the charity sector.
The thinking
We identified three key challenges. Firstly, the overwhelming choice of charities (upwards of 185,000 registered in the UK). Next, charity places for sports events often require a commitment to raise a lot of money (£1,000+). And finally, the vast number of media channels people use.
The output
Using motivational, emotional and logical ‘do this next’ messaging, we created a highly successful direct appeal. In fact, 2019 was their best year yet, for fund raising. We were also invited to speak at the charities annual marketing conference. A compliment, indeed!
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