Inspiring Action Through Connection: A Direct Approach to Fundraising
Inspiring Action Through Connection: A Direct Approach to Fundraising
How can you inspire people to take direct action? By speaking to them directly and showing them the impact their donations can have. This December, Mercy Ships Belgium embraced this philosophy in their annual fundraising campaign, tackling the challenge of standing out among countless holiday appeals by creating a campaign that was as personal as it was powerful.
Our 360° campaign spanned TV, radio, social media, and print—each channel crafted to connect directly with potential donors. Houleye, a young girl from Senegal whose life was transformed aboard a Mercy Ships hospital ship, served as the emotional centerpiece of the campaign.
On TV, the commercial delivered a striking moment when the screen and sound abruptly cut out, symbolizing how Mercy Ships’ mission would halt without donor support. In print, a QR code allowed readers to instantly see Houleye’s radiant post-operation smile, making the life-changing impact of donations tangible. By addressing supporters directly and showing them exactly how their generosity changes lives, this campaign broke through the holiday noise and inspired meaningful action.