Charity, film, fundraising: appealing to today’s supporters

The more bespoke and tailored to their interests you can be, the better they will respond.

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Charity, film, fundraising – first of loads

Charities are struggling to recruit, en masse, the same kind of supporters that they have traditionally replied upon. Transparency is more important than ever and people are demanding more.

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A charity DRTV concept, mocked up

We mocked this up super-fast for a charity DRTV pitch, to illustrate a concept that would be arresting on TV, congruent on social, and so cheap to produce you could make a whole series.

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Risk, or routine? Pursue the new thinking.

My way of illustrating the point that keeps coming up: new thinking changes everything. RSPB could easily have gone for another, safer, approach. It’s a story told by a marsh, for goodness sake! It’s weird, frankly. But it's also (if I may be so bold) lyrical and evocative. It uses mystery, beauty and open questions rather than facts. We were confident in it because we knew: facts don't sell, feelings do.

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