Using shopping centre radio to raise cash for kids

Using shopping centre radio to raise cash for kids

The Challenge

Beaumont, Leicester – a 300,000 sq ft Shopping Centre based within the East Midlands – wished to run a fundraising initiative supporting local families. With as many as 1 in 3 children in the East Midlands region considered as living in poverty, the aim was to encourage the donation of toys from their visitors. These toys were then distributed to  local families. However, even with the support of their local radio station Gem 106, the first weekend saw a donation of just a dozen gifts, making it hard to see how the incentive could grow to its potential.

Enter OnBrand

Given that we believed in the campaign and always support good causes where possible, we took the 50-second audio file the centre had played on air and uploaded it to the centre’s internal radio system at no extra cost, allowing the message to reach 100% of shoppers in the mall. This saw a significant increase in donations, with 58 gifts being donated the next weekend and over 400 toys being donated by the end of a successful campaign.

Key Wins

  • Enhanced awareness of the campaign
  • Raised kudos of the incentive
  • Created a community spirit within the mall
  • Delivered quantifiable results at a quick turnaround

What They Say

“When running an incentive for charity, you always want to get the best results possible. No child should wake up on Christmas morning without a present to open and hopefully the “Cash for kids” campaign, and the generosity of our shoppers, has helped with this. OnBrand used their knowledge of shopper behaviour to help ensure the campaign saw a significant spike in results, and we’re incredibly grateful for their help.”
Simon Revill, Centre Manager – The Beaumont Shopping Centre

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