Regular Giving Campaign

Background

YHA believes in the power of travel and adventure to connect people—to each other, to nature and the outdoors, to culture, and to heritage.

YHA had an increase in regular givers from the Christmas campaign we developed and they identified the need to try and increase their number of regular givers.

The Brief

YHA wanted an interesting and compelling regular giving ask which gave the donor the opportunity to choose exactly how their donation was used, whether that be upkeep of hostels, the Breaks programme, the No Child Left Behind appeal, or where the need is greatest. They also wanted us to bear in mind that it was their 95^th birthday this year and, if possible, to weave this in.

The Work

We began by developing the propositions, from this YHA chose the ’95 years of heritage, adventure & community’ concept to take forward. We felt this would really resonate with the devoted community and incorporated the 95 years perfectly.

From here, we moved into the creative development. Our creative team had a number of brilliant ideas that played into the heritage theme, as well as exploring wide open spaces. The chosen concept used strong, open imagery with captivating and heartwarming headlines which our audience could relate to from their own YHA experiences.

With a strong proposition and powerful creative, we got to work on creating the assets required. This included a DM pack for members, social ads, web assets, email copy and headers and a welcome pack that would be received on sign up of the regular gift.

As with our other YHA campaigns, we created a short video to promote the campaign which went out via paid media channels and on YouTube. The final product was an impactful video with an engaging voiceover, this time a male voice to differentiate from the NCLB video.

The Outcome

YHA were thrilled with the concept as a whole, plus the subsequent assets that were produced. They felt it aligned with their strategy as a whole and worked well as a brand piece for them. We’re waiting on results but keep your eyes peeled!