WE CELEBRATED UK GENEROSITY
PR press office campaign for JustGiving
With increasing competition from other online donation sites it was critical we kept JustGiving’s leadership position. This required impactful coverage that elevated the brand out of the charity news and into more mainstream awareness.
JustGiving has extensive data on the donations it receives. Mine this to unearth newsworthy statistics and deliver national media coverage.
To bring this statistical information to life we set out to find the UK’s most generous town. We found the places with the highest per-capita level of donations, and those with the most givers relative to their population. This gave us two league tables with ten towns in each. Bedford has the highest percentage of givers, followed by Cambridge and Reading. The most generous average donations come from Sevenoaks, Harpenden and London.
The idea of celebrating generosity gave us a strong story, and with multiple towns and cities involved we had information that appealed to a breadth of media. We worked with BBC news to craft the story and provide relevant spokespeople. Once this aired we pushed out the data far and wide.
This warm-hearted news story resonated nationally and a live interview with JustGiving’s CMO, Charlie Wells, on BBC News positioned JustGiving at the centre of the UK’s charitable behaviour.
- 77 pieces of coverage with an OTS of 705 million
- Seven national news pieces
- 13 pieces of broadcast coverage