Voluntary Sector: Celebrity influence called into question

• Recent research suggests that celebrity endorsed charity campaigns aren't resulting in an increased number of responses.
  


• Only 5 out of the 1000 11- to 25 -year-olds that NfpSynergy surveyed said that were more likely to support charities endorsed by celebrities.
  


• In addition, the research also suggests that younger people are more likely to respond to campaigns featuring celebrities.
  


• Despite these findings, celebrity endorsement remains a commonly used tactic amongst non-profit organisations and both Cancer research UK and Save the Children are both about to launch celebrity endorsed campaigns in the near future.
  

Source: PR Week

Oxfam ads showcase vintage clothes

• Oxfam is looking to position itself as a fashion brand through a new ad campaign
• Using highly styled ads using unique outfits sourced from actual Oxfam shops, the campaign looks to tell the stories behind the clothes
• Oxfam's head of retail remarked: ""These new ads show that fabulous looks can easily be achieved by dressing from Oxfam – with the knowledge that a vintage outfit will not only be a complete one-off, but supports sustainability and raises money to overcome poverty and suffering."
• Watch the ad here

• Harnessing existing reputation as treasure trove for vintage finds
• Arguably an extremely effective way to target young, fashion-conscious women and raise money outside of traditional fundraising channels
• However, will it be difficult to compete in a market where other charities and fashion retailers are running similar schemes?

Source: Campaign

Quit UK target book lovers

• Quit UK, the smoking charity, are set to target book lovers in a new campaign
• The campaign, which launched on 1st February, aims to reach those who are on the cusp of giving up their new year's resolutions
• Inserts will be strategically placed into a number of books in second-hand bookshops, Quit's charity shops and book-vending machines, among other places
• The insert, which will be placed before the beginning of the final chapter, will read: ""The end. If you smoke, statistically your story will end 15% before it should. For help with quitting call the Quitline on 0800 002200."

• Although this is an interesting and arguably innovative approach to target those trying to quit smoking, questions must be asked about the effectiveness of what is arguably a tactic that will interrupt people when they don't necessarily want to be interrupted. Will this approach just annoy them and drive them away from the cause?
• It could also be argued that there may be a lot of wastage reaching those who are already non-smokers.

Source: Campaign

Marie Curie Cancer Care targets wider audience via TV

• Marie Curie, the cancer charity, is planning its biggest marketing push to date in a bid to target a wider audience
• Charity will use TV ads and smartphone apps for the first time to try and recruit donors outside of their core demographic of women over 40
• Marketing push will come as charity prepares to launch "Great Daffodil Appeal", its biggest fundraising event of the year
• Push will also see charity use a Facebook page where fans of the charity can register to become volunteers
• Part of communications will also focus on making givers aware of how their money is being spent

• In a sector where trust is low, it is interesting to see that Marie Curie are concerned with ensuring that givers and potential givers know exactly how their donations are being used
• Marie Curie is arguably a well-known name, so it is also interesting to observe how they are trying to maximise on this by extending their targeting away from their traditional group of givers
• The use of Facebook and smartphone apps also suggest a strategy which is trying to engage with a younger group of givers

Source: Marketing

Beckham and Mandela star in Save The Children campaign

• Save The Children have launched a new campaign entitled "No Child Born to Die"
• Campaign TV ad features David Beckham, Nelson Mandela and Usain Bolt among others
• TV ad will be the first phase of a campaign which is aiming to stop millions of children dying around the world
• Launch was also supported by a YouTube homepage takeover and a dedicated microsite

• "No Child Born to Die" is set to be a large campaign for Save The Children over the coming year, and this high-profile launch using celebrity endorsements show that they are trying to grab the attention of potential givers
• Given this high-profile launch, it will be interesting to see how Save The Children now proceed to capitalise on any interest it generates. Will they continue to use celebrity endorsements or switch to a more l0w-key approach?

Source: Marketing