Cannes Lions

FUNDRAISING

OGILVYONE WORLDWIDE, New Delhi / SAVE THE CHILDREN / 2005

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Overview

Description

Since the need of the hour was to get donations and not create awareness, we felt that it was better to go for the few big fish who would donate large sums, than catch many small fish, whose contribution would be paltry in comparison to the cost of hooking them. Direct Marketing emerged as a clear route, by which large corporations would be tapped. But the twist came in the treatment of the donation, which was disguised as a Life Membership. Thus, the CEOs would feel a part of STCI, and become potential contributors on later occasions as well.

Outcome

Within a month of sending out the invitation for Life Membership, India's second-largest airline, Jet Airways, committed itself to a Life Membership to STCI. But the icing on the cake was the 'Magic Box' (a donation box) that was placed inside each flight, that fetched STCI $20,000 as donation in the first month of implementation itself. One of India’s largest business houses, the Tatas created a lifetime corpus fund of $320,000 for STCI. More organisations have been showing interest, and the presence of the two big names as Life Members is creating a positive rub-off for STCI already.

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