Practical Action: turning disruption into long term resilience

Practical Action, a global development charity, builds sustainable lives and livelihoods on the frontlines of poverty and climate change, in Africa, Asia and Latin America. In the face of devastating USAID funding cuts that threatened clean water and renewable energy projects across climate-affected communities, Practical Action acted with urgency and integrity to launch a rapid-response campaign powered by authentic voices and swift strategic execution. Built entirely in-house and delivered on a shoestring budget, the campaign surpassed all expectations—raising £316,214 cash, an unprecedented 29:1 ROI, and an additional £75,110 annually in regular gifts.

What made this campaign exceptional was its ability to resonate deeply with our supporters’ values. By centering Abdalla’s story from Sudan, we humanised a global crisis and inspired over 600 donors to increase their regular gifts, and 35 new regular givers to join our mission. Leveraging partnerships with major donors to secure £50,000 in match funding-added value for individual donors. From plain-text emails with a 57% open rate, to a simply designed yet powerful postal appeal, every element was driven by clarity, emotion, and purpose.

This campaign proved our adaptability in crisis, and the power of shared values to foster long-term resilience.