Product expansion

How can we build our flagship event into a national series?

The challenge

The charity arm of a well-known UK children’s hospital hosts a flagship fundraising running event once a year in central London. To meet ambitious fundraising targets and achieve public recognition as a nation-wide charity they wanted to build this event into a national series.

What we did

Phase 1: Discover

  • Semi-structured stakeholder interviews across public fundraising, partnerships, and marcomms charity teams, and with key event partners

  • Review of the charity’s existing insight and evaluation work, alongside a review and benchmarking of current product performance

  • Qualitative audience research with current and prospective participants

Phase 2: Define

  • Design and facilitation of a 1 day in-person strategy workshop – activities designed to explore stakeholder differences and build consensus, ideate tactics for improving net income, cocreate a roadmap for the series

Output

  • High-level discovery playback report and presentation

  • Detailed audience insight report

  • Custom strategy workshop and summary deck

  • Interim project report (to lead into subsequent design and deliver phases of work)

Outcome

  • Insight into the current event’s strengths and its position in the wider charity event landscape

  • A co-created road map of improvements across different timescales with a focus on short-mid term actions

  • Recommendations for 2 pilot events with associated learning outcomes for each

  • Built consensus and a clear direction