Creative Fire

Content Consultancy Case Study

2020 was understandably a difficult year for our friends in the charity sector, including Headway Essex. Covid had put a stop to their planned fundraising events, which they heavily rely on. Keen to quickly adapt and diversify their fundraising, On Point Content supported Headway Essex with content strategy for three successful virtual campaigns.

Overview

Being a charity close to our heart, On Point Content has been supporting Headway Essex on a flexible ad hoc basis for over two years. On Point Content owner, Emma, also volunteers at several of the charity’s flagship events.

When news of the pandemic broke and the country went into lockdown, our hearts sank as we knew it would stop many of Headway Essex’s fundraising events.

Headway Essex, which supports hundreds of adults living with acquired brain injury, had to find other ways to raise funds. On Point Content was invited to support its fundraising team with marketing consultancy advice and copy creation.

“On Point Content is truly valued by Headway Essex. She understands the challenges facing us as a charity and adapts her support accordingly. She is incredibly flexible and creative when it comes to copywriting and helping us with our content strategy. Emma is like an extension of our team and her help over the past few months has been invaluable.”

Tracy Wellsted, Fundraising Manager, Headway Essex

Approach

Keen to help Headway Essex, using social media to inspire fundraising, On Point Content worked closely with the fundraising team on three virtual campaigns.

The first was an emergency appeal backed by Headway Essex’s patron David Tennant. The second was a Virtual colour run and the third a Christmas 35 campaign tying in with the charity’s 35th year.

Each required On Point Content to work directly with Headway Essex’s Fundraising Manager on a campaign strategy and key messaging for each virtual event.

Results

Square
12 new

case studies created (and counting)

Square
2 National

award wins

Square
100+ pieces

of content

Result

Working alongside the fundraising team, the results were very much a team effort. Over £37,000 was raised as a result of all three campaigns.

Headway Essex’s Christmas 35 appeal went global, with donations of £35 from every part of the world. Both the emergency appeal in April and again in December, surpassed Headway Essex’s expectations and showed just how powerful social media can be when reaching out to the community for support.