Awareness campaign strategy and storytelling marketing

The challenge

Global Giving, a leading international charity, aimed to establish a strong presence in the UK market while raising awareness about the increasing reliance on food banks and the rising levels of poverty.

Despite the urgency of the issue, awareness among potential donors remained low, limiting the charity’s ability to:

• Mobilise support and donations

• Drive long-term engagement

• Strengthen its position in the UK charity sector

The strategy

To maximise reach and impact, I developed a multi-channel awareness campaign that blended data-driven storytelling with strategic digital marketing. The approach focused on:

• Targeted social media campaigns – Boosting engagement and reach with highly shareable, purpose-led content.

• Influencer partnerships – Amplifying credibility and visibility through trusted voices.

• Email marketing initiatives – Inspiring action through tailored messaging that educated, moved, and converted audiences.

• Compelling narratives & real-world data – Humanising the crisis and creating urgency through emotional storytelling grounded in facts.

The impact

This data-driven, emotionally compelling campaign delivered measurable success within just six months:

Fundraising & Donor Growth:

• 32% increase in donations, driving essential funding for the cause.

• 27% growth in active donor base, expanding long-term supporter reach and retention.

• Improved donor lifetime value by 18% through targeted email campaigns and improved segmentation.

Awareness & Public Engagement:

• Reached over 750,000 people through digital campaigns highlighting food poverty in the UK.

• Increased social media engagement by 42%, amplifying campaign reach and community action.

• Strengthened GlobalGiving’s UK presence, positioning it as a recognised voice in the fight against poverty.