Turning Sceptics Into Donors.

Médecins Sans Frontières Yemen Appeal

£500,000 raised in the first month with an overall ROI of 8.

Médecins Sans Frontières

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.

We told the story of Elma Wong, a young doctor who time and again goes back to the frontline in Yemen to try and make a difference. We showed our audience how vulnerable she feels – and the remarkable resilience she displays. And we tied the impact of donation to Elma’s story – so our audience could see how their money could tangibly make a difference to the treatment doctors deliver.

The appeal has been one of their most successful campaigns in the UK, 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 eight.

And the campaign has now been adopted by other MSF markets across Europe, including home market France, where it drove €700,000 of donations – the most successful donor campaign in their history.

If you’d like to make a donation to the latest MSF appeal, you can do so here.