What should our first mass-participation fundraising product be like?
– A Children’s Charity
A UK children’s charity wanted to launch a flagship mass participation fundraising event, but they were struggling to pin down the details. We ran a creative project that helped the charity ideate, agree on, and move forward with a flagship event concept.
What We Did
During the project, we conducted the following time-bound sense-making activities.
Stakeholder Interviews - 8 semi-structured conversations with fundraising, brand & marketing, community, and C-suite executives to understand internal barriers and motivations.
Competitor Analysis - A high-level review of child-friendly sporting events that showed the client what ‘good’ looks like.
Audience Empathy Mapping – To ensure concept ideation was informed by the customer viewpoint, we designed an interview and empathy mapping task for workshop attendees to complete ahead of the group session.
Action
Once we understood the key issues, we were able to;
Design and facilitate a group session that led to 64 ideas, 9 high-level concepts, 3 detailed concepts, and 1 winning concept.
Create a set of Facebook ads for use in a smokescreen test of the final concept. This enabled the charity to test the agreed-upon proposition with their target audience and learn which aspects resonate most with different groups.
Impact
The charity will pilot the event in autumn 2026.