pieces of coverage
plus readers in combined circulation
media verticals, reaching new audiences
of the articles focused primarily on GlobalGiving UK messaging
Working with AMBITIOUS has been a huge boost for GlobalGiving UK. Their support helped our small and growing communications team raise brand awareness and reach the right audiences, allowing us to do more without overstretching our capacity.
Rose Bradbury
Marketing and Communications Manager, GlobalGiving UK
Building GlobalGiving’s brand for the UK market and shaping communication strategies to build momentum
GlobalGiving makes it possible for people and companies to support local projects anywhere in the world, giving nonprofits access to the funding, tools, and training they need to make our world a better place.
Building on their strong brand in the US, GlobalGiving UK sought to increase their media presence and share of voice, and looked to identify a partner to achieve this through campaign and PR activities.
GlobalGiving UK needed a strategic approach to raise brand awareness, and to reach target audiences across multiple sectors through positioning themselves as a thought leader in corporate and major donor philanthropy and community-led change.
AMBITIOUS’ role was to develop and implement a comprehensive PR strategy that would elevate GlobalGiving UK’s visibility and impact with target audiences.
Audience:
Key target audiences included:
To enable GlobalGiving to increase awareness in a crowded landscape, AMBITIOUS proposed a campaign-led approach around two core themes: employee festive giving and the psychology of giving in relation to climate and disasters. The research-backed campaigns enabled GlobalGiving to take credible positions on key topics for the organisation and gain share of voice quickly in a crowded space.
Our first campaign focused on GlobalGiving’s gift card offering which enables employees to select causes for a company donation. Working with Ipsos, we conducted a poll on employee attitudes to corporate giving and developed a narrative highlighting employees’ willingness to redirect Christmas gifts to charity. We timed this release with Giving Tuesday for maximum impact.
For our second campaign, AMBITIOUS researched expert voices researching the psychology of giving, and established a relationship with Professor Hanna Zagefka from Royal Holloway University. With GlobalGiving and Professor Zagefka, we developed research questions exploring psychological drivers of giving to different causes. The research looked at how the framing of a climate cause contributes to donations received, and provided valuable insights for GlobalGiving’s activities as well as content for owned and earned channels.
Inputs:
Alongside campaign work, we carried out targeted press office initiatives, and were flexible to the needs of the organisation.
Establishing a steady flow of thought leadership, including opinion pieces on community climate leadership in Sustainable Business Magazine, Green Business Journal, and philanthropy topics in Professional Adviser. This boosted the profile of the senior leadership team, establishing them as experts in changemaking and philanthropy.
We distributed GlobalGiving’s disaster response funds to press contacts, helping drive donations via the inclusion of backlinks, securing inclusion in major national outlets including the Daily Express and Time Out.
We offered senior counsel and support to inform strategy at a time of change for the organisation, including their international expansion into Europe.
We offered PR support to GlobalGiving’s strategic initiatives such as their launch of their Women in Tech + Philanthropy event securing coverage in UK Fundraising, and Philanthropy Impact among others.
Our content team supported with creating infographic content to put across complex ideas, as well as creating LinkedIn banners to establish brand presence.
Outputs:
This generated 40 pieces of media coverage – spanning press releases, campaigns, disaster relief, thought-leadership and comment.
Outtakes:
We secured coverage across 11 different media verticals, helping GlobalGiving UK reach new audiences – including national, consumer, HR and professional services as well as third sector, philanthropy and sustainability.
This supported their overall brand awareness, as well as a targeted presence to reach specific audiences such as wealth advisors and high net worth individuals. In addition, 51% of coverage included backlinks to the GlobalGiving website supporting their digital goals, and 78% of the articles focused primarily on GlobalGiving UK messaging.
Outcomes:
We reached over 10 million potential readers in combined circulation for the 40x pieces of coverage, establishing GlobalGiving UK as a credible voice in discussions around charitable giving.
Impact:
We boosted GlobalGiving UK’s profile in the UK media as a prominent voice on charitable giving and philanthropy. This laid the groundwork for future communication strategies, and supported in their planning for the year ahead.
Investors in People Case Study | Secured Top-Tier Media with AMBITIOUS