Launch a Memory 7 - Exmouth

Launch a Memory was created as an in-memory product, where individuals donate to add a deceased loved one's name to a lifeboat. To help appeal to new audiences, and achieve our increasing fundraising targets, Launch a Memory 7 (LAM7) - Exmouth, saw new methods and a new approach to help appeal to an untapped ‘celebration’ audience, as well as those who wanted to recognise loved ones in their lifetime, or even honour their pets.

The new proposition and angle, that enabled people to ‘honour someone they love’ (formerly ‘remember’) was executed across our core channels, as well as new innovative channels in this space including a door drop campaign, and Christmas-giving email acquisition. The fundraising campaign required a careful and considered approach in all areas, when talking to supporters and behind the scenes, and this was successfully achieved thanks to our experienced and passionate in-house teams delivering the entirety of the campaign (with the exception of paid media, being supported by Media Lab).

The new proposition and approach for the campaign was highly effective, and meant Launch a Memory 7 became our most successful campaign to date - raising over £1million, and exceeding all other targets.