The work we delivered
Having invented the online fundraising category – JustGiving found itself sharing it with more conventional brands like Virgin – eager to use the space to boost their CSR credentials and to cross-sell to the online giving community.
JustGiving isn’t, and didn’t want to be, a conventional brand. Their loyal followers would reject anything too corporate. But they did need to be more visible and bold to cement their position as the place for online giving.
We created a brand for JustGiving that belongs to them and to everyone else; that retains their pioneering, start-up spirit and positions them as the leader in their field. But above all else, it’s a brand that celebrates its fundraising followers.
Why the client came to us
We were hired because we understood that the solution needed to work in the new world – where brands are given away, owned by everyone.
Light bulb moment
The minute we started using the thermometer as the brand icon to celebrate hitting targets everyone knew we were in the right place. We were expressing a basic truth that wasn’t often voiced – the incredible competitiveness of charitable giving.
JustGiving’s internal marketing team