Converting sceptics into donors.
Client: Médecins Sans Frontières
Project: MSF Yemen appeal
Médecins Sans Frontières is a remarkable organisation. For those who know them they are the ultimate emergency response NGO – but like most charities, they struggle to fund the vital work they do.
The next generation of donors massively distrust faceless organisations, are largely sceptical of “aid workers”, and increasingly reject the traditional drama of charity advertising.
So the opportunity was to reframe MSF as a collective of doctors, each of them individuals with hopes, dreams and fears, and create emotional connections without dramatising the victims.
The appeal has been the most successful campaign in recent MSF history, driving five times the donations in the first week of the campaign than the previous. We raised over £500,000 after the first month, with an average donation of over £70 an overall ROI of 8. The campaign has now been adopted by other MSF markets across Europe & Australia.