Experian, the leading global information services company, were keen to promote their offer to third sector organisations. Acknowledging the fact that charities and NGOs have a different culture to business clients, Experian challenged us to create a solution with a softer approach than their usual communications. The question, of course, was how to do this while still emphasising their core message.

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Going for growth

In response we created a warm, memorable campaign aimed at third sector CEOs and marketing directors called “Eight great ways to grow your charity” based around ideas of cultivation and good husbandry. Subtitled “A handy guide to fruitful fundraising”, we focused on the benefits of efficient data management for fundraisers, explaining how Experian’s service could help them make the most of every fundraising opportunity and help more people as a result.

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From ‘Plan before planting’ to ‘Embrace new cultivation methods’, the eight top tips in Experian’s handy guide to fruitful fundraising help charities dig deeper to find fertile ground.

Diggin’ deep

We kept the communication highly targeted, using a witty central idea to present a series of different points in a friendly, accessible way. By combining light-hearted, even quirky, illustrations with a warm, approachable tone of voice rich in gardening metaphors and references to growth, we were able to make a series of serious points and hold the readers’ attention almost by stealth. 

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Blooming marvellous

The resulting campaign hit exactly the right note, informing and educating a new audience group without being over technical or overtly sales-orientated. The ultimate proof of any approach is its effect; in this case the response from charities has been extremely positive, and budding relationships are now starting to bear fruit. 

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What we did

Strategy

Research and analysis
Core proposition
Brand personality
Content strategy

Identity

Campaign identity
Verbal identity
Illustration

Experience

Campaigns
Print and literature
Digital
Ideas generation
Content development
Iconography
Copywriting

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