Because of the peculiar media we used, it's not easy to precisely estimate the customers response rate (only a percentage of them did the donation immediately after having heard the message). We can just state that, since the pre-recorded message has been on air, the CAF ONLUS website page views are up by 60%. The total amount of donations gains about €150.000 more than the previous year. We ,egistered a peak in the donation flow during the period in which people pay taxes.

Of course, everything without investing A SINGLE EURO in media spaces.

We wanted to take advantage of this situation, reinventing a traditional channel – THE TELEPHONE – as a media to personally reach potential donors.

Everytime that someone call by mistake CAF ONLUS, it is unexpectedly addressed to a pre-recorded CHILD message asking for a donation. The creative solution that we found is like a radio commercial but released "in the right place, at the right time, for the right target".

This simple strategy allowed CAF ONLUS to do promotion, to increase awareness and, at the same time, to ask for donations. Last but not least, CAF ONLUS reached all these goals for free.

CAF ONLUS is an Italian non-profit organization that helps children with problems within the family. CAF is also the acronym used by the Financial Assistance Center, so people often get confused between the two organizations. CAF ONLUS receives hundreds of calls from people looking for information about their Individual Tax Return. For this reason the client briefed the agency for a renaming.

The client saw the problem, we found an opportunity to give back.

We kept the same name. We turned the people misunderstanding in an occasion to let them know what CAF ONLUS is and how they could help.

At this time, we didn't choose our target but the perfect target involuntarily reached us: in Italy, when people do their Income Tax Return, they MUST choose a non-profit organization to which assign a deductible donation (5X1000). Thanks to this, we converted many calls into donations.