SHINE Trust Fundraising Appeal

How we'd explain it to our mothers

SHINE is an educational trust helping under-privileged children in London and Manchester. They raise most of their support during one single annual fundraising event. In 2009, they decided to make their request for pledge-donations through film.

Behaviour change

Guests attending the dinner understand the work of SHINE and dig deep to pledge as much money as possible throughout the evening.

The path to change

Four short films about specific SHINE programmes with animated elements, animated totalisers and AV loops, and one final film encouraging guests to support SHINE’s work in general.

How we did it

Using the venue branding and event collateral as stimulus, we created themed animated totalisers and a set of films all linked by transitions controlled by photographs of children’s hands. Short, snappy and compelling, we knew that attendees needed to be engaged and moved to part with their cash. We created four case study films looking into 4 examples of the amazing educational projects funded by SHINE.

And?

It was so successful SHINE raised £70,000 more than their target. The final film alone raised an additional £75,000.