Summer Appeal
YHABackground
We have worked with YHA since 2024 when we were originally appointed to work on their Christmas fundraising campaign. Off the back of this successful campaign, we have continued to work with YHA on their individual giving portfolio.
The Brief
Our opportunity was to build on the success of the Christmas campaign and send out a summer appeal to those who had previously donated to the No Child Left Behind appeal. This was to build on the campaign, but move it on to stay fresh for this engaged audience and relevant to the time of year. Like the previous appeal they required a direct mailing (DM) pack targeting existing supporters, alongside supplementary assets including a 30-second video, social ads, and email copy for a supporter journey.
The Work
We began by analysing the learnings from the Christmas campaign and reflecting on the process.
We knew that a key part of the creative from Christmas that resonated with the audience was the idea of exploration and discovery of nature, so we continued this with the summer creative. YHA wanted to build on this even further by bringing in elements of online influence on children which were making headlines at the time, and this was developed in our creative headlines.
The design was updated to reflect the summer season, with a gradient sun graphic and sun-soaked pictures. We once again had amazing imagery of children exploring nature and some of YHA’s own imagery was dispersed throughout the campaign.
The call to action remained direct and simple, continuing the ask to ‘Give a child the gift of the great outdoors’ that we know appeals to our target audience.
We rolled the concept out across various assets and created another engaging video, keeping it consistent by using the same voiceover artist as the previous campaign.
The Outcome
The final campaign assets were a successful build on the Christmas campaign and both us and the client were thrilled with the final result. We’re excited to see how the campaign performs, watch out for results!
