Our work

SOS Children's Villages UK

A feelings-first approach to regular giving


Awareness and engagement Facebook campaign, 4 month email journey, Film storyboard, Campaign landing page.

The challenge

We were asked by innovation agency Good Innovation to help SOS Children’s Villages recruit cold prospects via social media (mainly Facebook), for a new regular giving product.

The solution

We jointly proposed a long-term supporter strategy split out into three phases: awareness and engagement to build brand awareness and then, finally, building up to a regular giving ask.

We worked together to deliver a proposition which focused on the point of difference between SOS Children’s Villages and their peers in the sector. Rather than simply focusing on survival, the charity ensures children feel safe, loved and supported. The campaign needed to bring those feelings through loud and clear, with a limited ad spend – making the most of the charity’s limited content library was vital.