Family Action

Family Action, a UK-based charity providing practical, emotional and financial support to those who are experiencing poverty, disadvantage and social isolation, approached Lightful to help overhaul their communications and marketing approach for both individual giving and major gift fundraising.

Family Action also wanted to improve the functionality of their online fundraising tools - including donation, event and sign-up pages - so that they could customise and update these tools to make them match the branding of different campaigns.

Thanks to a combination of strategic consultancy, hands-on campaign advice and fundraising products, Lightful was able to support the build and promotion of multiple new fundraising appeals in a matter of weeks.

Family Action had their most successful Christmas campaign ever, with the fundraising product processing over £80,000 in individual donations. Lightful supported the transformation of Family Action’s approach to customer relationship management (CRM), communications and fundraising by providing them with the tools they needed to greatly exceed their fundraising targets.

• Most successful individual giving campaign ever

• Reusable social media, email, and donation and event page templates

• Detailed marketing analytics which enabled Family Action to see and interrogate live campaign data from Facebook, Google Analytics and Salesforce, helping them make decisions and share insights in real time

The project started by understanding Family Action’s needs, analysing their audiences and assessing the work of their competitors. With an understanding of the organisational and audience needs, a Fundraising Page product was customised by Lightful to deliver fundraising campaigns.

The different campaigns run by Family Action resulted in their most successful individual giving programme to date. With raised awareness, an increased number of supporters and an improved ability to communicate with past and new supporters, they grew online giving massively. The fundraising product is easily customisable for any future Family Action campaigns and will support continued growth in individual giving, events and major fundraising.