Client: Galway Rape Crisis Centre
Challenge: Galway Rape Crisis Centre (GRCC) aimed to raise significant funds as part of the fundraising campaign for the development of a new centre at Claddagh in Galway. To achieve this goal, they required a strategic and impactful marketing campaign to promote their fundraising raffle, Win100Grand.ie.
Objective: To significantly increase raffle ticket sales and maximise fundraising for the development of GRCC’s new centre.
Strategy and Execution:
- Multi-Platform Content Strategy: We implemented a comprehensive content strategy encompassing various digital channels to reach a wider audience. This included:
- Website Updates: Regularly posting news and updates about the raffle on the Win100Grand.ie website kept supporters engaged. This gave the campaign transparency and kept supporters (draw entrants) informed as the campaign progressed.
- Compelling Facebook Ads: We designed targeted Facebook ad campaigns to effectively promote the raffle and drive ticket sales. Eye-catching Instagram posts, reels, and Meta ads further amplified the campaign’s reach and visibility. The content had differing narratives appealing to different people.
- Targeted Email Marketing: Leveraging Mailchimp, we sent targeted email newsletters to supporters, encouraging them to share the campaign with their network and increase sales potential. This also kept people informed and engaged with the campaign.
- Seasonal Optimization: We strategically aligned campaign efforts with key seasonal moments to maximise participation and ticket sales.
- Video Powerhouse: We know the power of video content and invested heavily in its creation. This included:
- Local Figures Endorsements: Partnering with well-known Irish public figures (e.g. Leo Moran, Derval O’Rourke, and Dáithí Ó Sé), we produced optimised video content and reels to leverage their influence and reach a broader audience. Supporters of GRCC recorded messages on their phones, which we optimised and branded to incorporate with the suite of video assets for Facebook and Instagram.
- CEO Engagement: GRCC’s CEO actively participated in content creation, recording regular updates to foster a sense of community and connection with supporters. These updates kept the audience informed and motivated throughout the campaign.
- Ensured Sensitive and Respectful Communication for All Audiences:
- Given the sensitive nature of Galway Rape Crisis Centre’s work, careful consideration was given to the tone, wording, and imagery used throughout the campaign.
- JEL Marketing prioritised empathy and respect in all communications, ensuring that the campaign messaging was both informative and supportive while maintaining a positive and respectful tone for all audiences.
- We carefully selected imagery and language that avoided any potential for triggering or upsetting survivors, and also ensured that the campaign did not inadvertently encourage any form of abuse or disrespect towards the centre or the individuals it serves. This approach not only demonstrated sensitivity and respect for GRCC’s clients but also fostered a positive and inclusive environment for all supporters.
Results:
The campaign was successful in raising funds for GRCC and increasing its profile and online engagement.
- Online Sales and Awareness: JEL Marketing’s strategic approach navigated the campaign from start to finish, maximising opportunities for fundraising and sustaining awareness and engagement with the campaign.
- Community Connection: The campaign fostered a strong sense of community involvement, uniting supporters behind GRCC’s mission.
- Brand Recognition Boost: The campaign significantly boosted brand recognition for GRCC, raising awareness for their vital services.
- New Centre: The fundraising success from the Win100Grand.ie raffle campaign will play a pivotal role in progressing the development of GRCC’s new centre at Claddagh, Galway
Conclusion:
JEL Marketing’s data-driven strategic approach, combined with a multi-platform content strategy and the power of video content, proved instrumental in the success of GRCC’s fundraising raffle. The campaign not only achieved its financial goals but also strengthened community engagement and brand awareness for GRCC. This successful collaboration sets a benchmark for future fundraising initiatives.