OUR WORK
DEMENTIA UK
SUCCESS BEYOND OUR WILDEST DREAMS!
THE CHALLENGE
The team at Dementia UK wanted to offer more to supporters who value community and physical challenges. They were also establishing an innovation function at the charity – something they’d never done before.
OUR APPROACH
We ran an audience-led innovation cycle with a multifunction project team of people from across the organisation.
The audience chosen to engage in our future campaign was ‘Daughters’: women in their 40s and 50s who have parents with dementia.
WHAT WE DID:
We started with qualitative research – a deep dive to uncover the unmet needs of the ‘Daughters’ audience. Then we curated an ideation day, using audience vox pops to get brains whirring.
Between us, we generated hundreds of ideas and took the best four into prototyping. One of them was a sponsored dog walk. (Spoiler alert.)
We tested and pivoted the ideas through qualitative, quantitative, and smoke testing (digital ad tests). Paws for Dementia tested superbly well. We felt we were on to a real winner…
WHAT WE ACHIEVED TOGETHER
The team at Dementia UK moved very quickly to get the campaign live and ‘The March Dog Walk’ was born.
It surpassed all expectations – even the wildest – and the nation’s dog lovers supported the cause in record numbers.
Over £2.1 million raised in a single month
More than 25,000 brand new financial supporters recruited to the organisation
The biggest ever single Facebook challenge in the UK
Winner of ‘Most Powerful Insight Using Research’ award from the Chartered Institute of Fundraising
“We worked with Flying Cars to introduce an insight-led approach to fundraising product development at Dementia UK. They really understood that we wanted this investment to pay off in the long term, and gave lots of advice on how to embed our learnings and secure buy-in from internal stakeholders. The first idea we piloted has been very successful and is something we wouldn’t have thought of had we not gone through the insight-led process.”
Joanna Sullivan, Head of Community & Events Fundraising, Dementia UK
COLLABORATIVE IDEAS
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INSPIRED BY HUMANS
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COMPELLING YOUR AUDIENCE
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COLLABORATIVE IDEAS → INSPIRED BY HUMANS → COMPELLING YOUR AUDIENCE →
LET’S CHAT
Find out how we can help your charity
INFO:
hello@flyingcarsinnovation.com
+44(0)207 157 9504
Zeeta House, 200 Upper Richmond Road, Putney, London, United Kingdom, SW15 2SH