Alzheimer's Society
Background
The Forget Me Not Appeal has become an annual multi-channel integrated campaign for Alzheimer's Society. It asks the public to donate to receive a forget me not badge that helps fund ground-breaking research and vital support for people living with dementia.
Following a successful 2022 Appeal, raising £700,000, the charity set an ambitious strategy to raise £1 million in 2023, by investing in media and continuing to develop their creative thinking in response to learnings across the channel mix.
The objectives of the campaign were to raise significant income by soliciting donations from both new and existing supporters, as well as raising the profile of Alzheimer's Society.
Solution
Analysis of Alzheimer’s Society results from 2022 prompted them to invest in key acquisition channels, including TV, inserts, and Meta, as well as continuing to diversify their channel mix – with mail, Partially Addressed Mail and door drop playing a key role.
The charity has a deep understanding of what motivates their supporters to support them, developed from extensive audience research completed in-house. For example, they knew that 50% of financial supporters had not received any support from their services and were instead motivated by the perception that they or a loved one could require support in the future. They also knew that most supporters had a close connection to the cause. Approximately 11% of those who supported the Appeal were currently caring for someone living with dementia, and people were much more likely to be a relative or friend of someone living with dementia (32%) or someone who had passed away with dementia (36%).
This insight prompted Alzheimer’s Society to show the close relationships between people with dementia and their loved ones throughout the creative. It reflected the personal connections they knew their supporters had. It also was central to the core creative 'Who will you wear your badge for?' proposition that had run for the previous two years. This was used across all channels of the integrated campaign to encourage donors to reflect on their personal connection to dementia. It was adapted for each channel and flexed to incorporate creative best practice and insights regarding the core target audience; women aged 50 and over.
Alzheimer’s Society had learnt – from previous years - that showing the forget me not badge on the creative was essential to the Appeal's success. The badge was a core feature across all channels that used visual assets: Meta, Nextdoor, YouTube, TV, Inserts, Partially Addressed Mail, Door Drops, Out of Home, Press Ads, Direct Mail, and Email.
Integration of both media and creative was central to the strategy. The consistent use of the forget me not badge, similar case studies, and adapted video content ensured synergy across channels, which led supporters to engage with Forget Me Not Appeal across multiple channels.
Results
Alzheimer’s Society’s optimisation strategy led to the 2023 campaign being the most successful Forget Me Not Appeal yet with the charity seeing a 79% increase in donations to the appeal year on year across all marketing channels.
Source: DMA Award Entry, Charity, 2023
