Competing in the charity market is tricky with so many deserving causes appealing for the public’s money and support. Turning the challenge on its head, we focused on the consumer instead of the charity.
Talking to existing Hearing Dogs for Deaf People supporters, we realised they had one thing in common; they were all dog owners. With around 8.5 million dog-owning households in the UK, we had uncovered a massive new target market with huge potential.
Leading the way
hps group created an original national fundraising initiative, ‘The Great British Dog Walk’. With the backing of the National Trust, we organised a series of 18 walks across the UK. The beauty of these walks – apart from the stunning landscapes – was their appeal to ‘dog people’ of all ages from six-year-olds to grandparents.
More than 2,000 tickets were booked with 165 items of media coverage including six TV spots. The format of our ground-breaking campaign was so successful that it has now been adopted by other charities, including the RSPCA. Imitation, as they say, is the sincerest form of flattery.
WE MASTERMINDED AN ENTIRELY NEW CONCEPT TO RAISE FUNDS AND INCREASE AWARENESS FOR HEARING DOGS FOR DEAF PEOPLE.
“The Great British Dog Walk is a fantastic campaign which hits a number of our fundraising and PR key objectives. It helps to recruit support for the charity on a local level, which is very important to us. It helps to bring together existing supporters, our hearing dog recipients and staff on a scale we haven’t experienced before.”
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