“He gave me water. Life.” My notes from IWITOT 2024
I was delighted to be at IWITOT (I Wish I’d Thought of That) once again, one of my favourite events!
IWITOT’s two golden rules for speakers are:
- The (fundraising) idea has to be from someone else
- You have just seven minutes to talk about it – say what you liked about it and why.
And my notes typed while watching are below. They’re just notes though – it’s much better to be there in real life or indeed online of course!
Speaker number 1: Manon Oliver, partnership manager, Oxfam
First up: Manon talking about 2018 partnership between Lacoste (clothing brand) and International Union for the Conservation of Nature.
In 2018 replaced the crocodile with the likenesses of endangered species. Made under 2,000 shirts to match the remaining populations of ten entire species.
Means and message came together. Created a symbol of what is at stake. Captured global attention, 1.2 billion impressions. 9.9M Euros in earned media. Sparked global conversation about extinction. Shirts themselves sold out in 24 hours, raising $325,000. And donations to IUCN multiplied by 4. A brilliant idea. Tapped into something super powerful for Lacoste too. People want to support brands that stand for something. They reached new audiences.
Next up: Alex Day, managing director, Big Give – talking about the Aberfan disaster of 1966 and the Aberfan Disaster Memorial Fund (ADMF) which was established on the day of the disaster. The Fund received £1.6M about £20M in today’s terms – crowdfunding in its purest sense. Charity still supports those directly affected and established a cemetery and memorial fund. My grandfather returned and took this photo.
I chose this firstly to remember those who lost their lives. Secondly to act as a reminder to act as a sector – to be brave. Aberfan is one of many examples of when our institutions who have failed us and our communities paid the ultimate price. Our sector should agitate, challenge, respond. We should be the ones to hold them to account.
Next up is Noha Al Afifi, chief executive officer (CEO), Arthritis Action on Water Aid’s first ever TV legacy fundraising advert.
“He gave me water. Life.”
This film makes me very emotional. This person had not met the beneficiaries. They will remember him forever. It closes the gap between legacy giving and brand consideration and action.
Puts beneficiaries at the heart of the action. Big surge in legacy giving since. Over £1M YouTube views – amazing for a legacy campaign.
A real story featuring real people
Complex and sensitive topic
Tapped into colder audiences
Talked about tangible benefits
Created a happy ending
Next up: Gemma Ford, corporate partnership development manager, Action for Children, on Bowel Cancer UK’s Get on a Roll campaign – 2022 campaign to put symptoms of bowel cancer on a toilet roll. M&S asked all retailers to add symptoms to toilet rolls.
Now 11 retailers have done it. Impact: reach (38% of public had seen, and more people knew the symptoms). Andrex partnership – pledged £2.3M. Longevity – partners still committed to the campaign. Awards. Impact beyond Bowel Cancer UK.
Idea started and grew from the charity’s community.
An awareness campaign at its heart but also a massive fundraising opportunity – also asked corporate partners to donate.
The ability for a campaign to grow and adapt. Different brands came together for a common goal.
“It only takes one person, one idea to spark an entire movement. You can all be the change.”
Now Matt Zeqiri, senior partnerships manager, Chance for Childhood on Afrikids – who provide fundraising mentoring and guidance to their in country teams in Ghana.
I want to talk about the ego of the fundraiser. “It’s a bit more complicated than that!” we often say. Are we the right people to deliver the fundraising message all the time.
Removing barriers to the local time. Nobody better placed to deliver fundraising than local fundraisers. Supporters like to feel closer.
Earned a range of grants, corporate partnerships, a local marathon runner. Now on course for higher level of income in country.
Now it’s Abena Bentum, head of committed giving, Great Ormond Street Hospital Children’s Charity on GoodGym.
One man’s idea to 23,000 doing good things in their community. Simplicity – doing something good on your doorstep. Dual purpose for working out. Uses gamification (eg leaderboards).
Impact – raised £5.6M (27% driven by members, despite being free to join – getting time and money!)
“Did Cam tell you she won one time?”
Josh from the online event appears on stage with Cam!
First up in the second half is Holly Awcock, Strategy Director, Open, talking about the Bowelbabe Fund.
Started in 2022 by Dame Deborah James – her funny honest approach to sharing her experience of bowel cancer was raw and touched millions.
£7M raised by the time of her death. Didn’t know how the Fund would continue after her death. To date it has raised over £16M. 9 research projects have been set up, 60% rise in consultations. Also retail partnerships. Omaze Partnership raised £3M for them. 8 people will run the marathon for them in 2025.
While her story engaged thousands the campaign continues to make new connections. A brilliant example of an authentic partnership with an ambassador can lead to something special.
50% of first donors were new to Cancer Research UK – and a very engaged new audience too. A fresh extension of Cancer Research UK’s brand.
Ambassadors could be out there talking about your cause now
Communities built on social media can be powerful and long lasting
Can help you reach new audiences
Relationship with family pivotal for the future.
Next up: Lucy Minshall-Pearson, special events manager, Natural History Museum on Project Giving Back.
“I blooming love flowers. So does my mum.”
Visitors to Chelsea Flower Show are very wealthy, plenty of media coverage, celebrity and royal presence.
Project Giving Back founded by two anonymous RHS members – fully fund a garden! Have now supported 42 gardens (normal cost £250k). Where philanthropy and horticulture meet. Opportunity rather than big funding.
Why I wish I’d thought of that: an unparalleled global platfrom. Longer terms gardens have make it an incredible legacy.
Now it’s Karry Lau, direct marketing manager, St John Ambulance, on Special Books by Special Kids.
We all use case studies. We know it’s the backbone of a successful fundraising campaign. How do we turn a story that not only inspires empathy but also inspires philanthropy?
SBSK – authenticity, transparency, commitment to mission led to fundraising model I wish I’d thought of. Interviews on YouTube like this one use storytelling to drive tangible support for children in need, through online giving. They’re also transparent about their operational costs. They stay true to their mission – longer more meaningful conversations, no sponsorship.
Tell the right story in the right way – it has the power to change lives, raise funds and foster community connections.
Next it’s Jodie Thompson, senior major gifts officer, Soi Dog Foundation on Pets Foundation and Blue Cross.
Benefits of pet ownership shouldn’t be limited to wealthier people. Pets are being given up due to cost of living crisis. Food costs is one of the bigger challenges.
Campaign was available to as many people as possible. Response was overwhelming. Almost half a million raised. Not just about numbers – compassion and community. Store members loved getting involved. Immediate impact was visible.
Tangible nature of donations – petfood bank stands in store
Immediate reward
Personal values
60,000 food parcels and donations. Sometimes the best ideas are the simplest ones.
Next it’s Laura Webb, account manager, Return Fundraising on Breakthrough Breast Cancer’s (as they were called then) 2012 Touch Look Check campaign.
“I know it looks like I hated my job as a telephone fundraiser in 2019!”
Incredible results just from the pilot:
25% of respondents had no previous connection. Tapped into a completely new audience.
Contributed to both fundraising and charitable goals. Helped people stay safe.
¼ million women viewd the landing page, 30,000 women downloaded the guide.
The campaign lives on (eg at M&S with Breast Cancer Now). NHS advocates Touch Look Check. Resources advocated by the Government .
Next it’s James Fletcher, chair, KFC Foundation & deputy director of development, Oriel College, Oxford on The Big 180 partnership between Paddy Power and Prostate Cancer UK.
£1,000 donation per 180 thrown at darts world championship.
Darts fans older than average sports fans, likely to be men. Pertinent crossover with the causes’s target audience.
Huge coverage and amounts raised. £914,000 from 914 180s topped up to a million.
And finally! It’s Athar Abidi, head of social, Cancer Research UK who’s here to talk about Sportsbanger’s T-shirts.
It’s the sort of campaign I wish we could do. It was immediate. It is not another corporate partnership. It is very illegal. T shirt in support of the doctors’ strike. Gained a cult following. Now doing London Fashion Weeks.
When we had the pandemic, he wanted to give something back. Products immediately sold out.
Speaks to fundamental truths about fundraising: the public always want to know where the money is going (he showcased the people he worked with); evident value exchange; people want to know money spent is close to their front door. We can overcome the sense of helpessness. Have a great idea, put it into action, see the results. It’s inspiring. We can come up with bold ideas too.
