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Our Work

Christmas Fundraising Strategy


The Children's Society


We created a new Christmas Fundraising strategy and propositions for The Children’s Society, taking ‘Give Joy’ to market.

The challenge

With their hero product, Christingle, facing increasing competition and dwindling faith audiences, The Children’s Society needed to take a fresh look at their audiences, products and channels to create a big bold Christmas strategy for 2019 and beyond.

Our objective was to develop a new Christmas fundraising strategy that can be applied for a least 3 years from 2019. In addition, generate new fundraising propositions and take one of these through to pilot.

The solution

We analysed the current portfolio and conducted an online community to gather new insights into the target market. Using ideation and audience co-creation, we generated new fundraising ideas that met a clear audience need and designed a new development strategy for the future of Christingle. Three ideas were taken forward, and through a period of iterative testing and refinement, we prioritised piloting Give Joy for Christmas 2019: building the marketing campaign, website and internal processes to allow people to give a real gift to a vulnerable child.   

The Children’s Society have a new fundraising product, clear strategic direction for Christingle, new personas and opportunity platforms and plenty of innovative ideas to develop.

The impact

The Give Joy pilot beat its fundraising target by more than 300%, attracted >90% new supporters and was featured in the Telegraph’s “10 Brilliant Ways to Give Back this Christmas”. Due to the success of the 2019 Pilot, we have continued working with the Children's Society to explore Give Joy's potential as a year-round gifting proposition.

Watch the
campaign video

Client feedback

The commitment & energy Good Innovation brought to the project was boundless, as well as their passion & skill for insight-led innovation. Most of all I have to commend them for their excellent ability to respond to & act on our feedback. Their desire to deliver top-quality work - which they certainly did - was clear throughout.


Director of Supporter Projects and Innovations

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