Royal New Zealand Foundation of the Blind

Blind Week 2010 - 120 Years

The power of a 120-year legacy and a child’s hopes for the future galvanises Kiwi volunteers and donors in a massive national marketing campaign and street fundraiser.

Results:

  • An unprecedented army of street volunteers responds to our pre-appeal sign-up campaign.
  • Warm DM achieves 45% over target for average gift and total income 16% above goal.
  • Warm response rate at 17%, with nearly eight-fold return on investment (7.81).
  • 40% over target for cold DM average gift.
  • Average online gift of $684.

The Story:

2010 was a great milestone for the Foundation: 120 years serving blind and partially sighted New Zealanders. Black brought heritage and future hope alive by focusing Blind Week around two heroes: George, 88, who has had a very rich life with the Foundation; and Nicholas, 7, who now needs New Zealand’s help so his future can be just as full.

George and Nicholas were introduced in a recruitment phase to enlist thousands of volunteers for Blind Week collecting - followed by Blind Week TVCs, posters, radio, DM, inserts, online ads, banners, headers and lots of fundraising and publicity activities like the Big Birthday Bash promotion – and ultimately the street collection.

So many touchpoints, so many opportunities for New Zealand to take notice, give generously and be part of an historic celebration.

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