Fundraising for humanitarian crises

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International Rescue Committee

The International Rescue Committee (IRC) helps people affected by humanitarian crises—including the climate crisis—to survive, recover and rebuild their lives.

Life-saving creative

We’ve worked in partnership with the IRC since 2021 to create effective fundraising campaigns - responding rapidly to emergencies and developing longer term appeals to engage supporters - raising millions of pounds to support people in Ukraine, Gaza, Sudan and other crisis zones around the world.

We write copy for emails and create social media content for a range of digital ad platforms; telling compelling stories with engaging copy, design, photography, gifs, film and animation. We have worked closely with IRC teams to deliver more than 350 pieces of creative across 25+ countries including the UK, USA, Canada, Australia, Sweden, and Germany.  

Approach

Whatever we’re creating these are the practises we uphold:

  • Taking creative approaches to telling human stories, centering the experience of IRC's clients and staff ‘on the ground’
  • Responding rapidly to get creative out the door, keeping in step with the newscycle and external events
  • Balancing nuance and clarity to develop creative focused on complex crises like Ukraine and Gaza
  • Making the most of existing IRC assets and resources, taking fresh approaches to capture donors’ attention in adverts across a range of channels
  • Experimenting with different platforms, devices and formats to move more people to donate - from animations to social shares to freemiums, and targeting donors from specific demographics e.g. GenZ and Millennials
  • Using data and donor insights to inform optimisations  of creative and supporter journeys 
  • Adjusting creative to match the needs of 25+ markets around the world and working within a strong brand identity
  • Considering the supporter experience, taking them on a journey that connects them with the people their donations are supporting
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What we achieved

£1M+
raised from appeals
350+
videos, graphics & emails made
25+
Creative for 25+ markets
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