Challenge

Cancer Research UK wanted to launch a new fundraising initiative that could be enrolled every Spring.

The campaign had to target a new wave of fundraisers and previous donors who have yet to participate in any of its challenges. The key objectives were:

1. Register at least 3,000 people to take part in the fundraising challenge

2. To raise a total of £300,000 from all sign ups

Solution

A new challenge was born - 'Walk All Over Cancer', where participants pledged to walk 10,000 steps a day for the whole of March.

With our media agency, I managed and developed the content for a targeted paid Facebook campaign. My role also ensured that we were optimising the campaign budget, identifying new audiences to target and testing new content.

I also created a WhatsApp channel offering participants fundraising tips and motivational messages. It was the charity's first time utilising WhatsApp to keep donors engaged throughout the challenge.