Recognition of a company which has created a successful marketing campaign which has driven customers through the door or grown exposure.
Since 1983 Clan has provided a lifeline through emotional and practical support to people affected by cancer across the North-east and Northern Isles.
Over that time the charity has developed specialist knowledge and understanding of how a diagnosis of cancer impacts not only the person but their wider circle of family and friends. Its range of free, person-centred services are delivered using qualified and experienced counsellors, therapists and support volunteers, all focused on improving the wellbeing of its clients.
Clan helps people to live with and beyond a cancer diagnosis and in May 2020 launched its "Here for You" Appeal to ensure continuity of service.
With Clan's major fundraising events cancelled and charity shops closed because of the pandemic it faced a significant drop in income overnight while demand for telephone support, counselling and online services continued.
Within a week of its 11 centres closing, Clan provided more than 500 telephone support calls, counselling sessions and contact with its children and family clients.
The first aim of “Here for You” was to ensure people facing a cancer diagnosis knew that Clan's services were still operating so no one needed to face cancer alone. The second objective was to generate income in new, innovative ways to sustain Clan's services while established funding streams were no longer an option due to the restrictions.
An omnichannel approach was adopted with social media, email and mail and using client case study videos as the pillar content.
There was also a video of staff outlining the challenges and calling for support and a special video from Emili Sandi with an acoustic version of her single “Next to Me.”
The marketing activities from the campaign directly led to £77,000 of self-generated income.
“Here for You” was the first time Clan has made a direct call for donations online and it proved especially successful with £17,900 of online donations within the first three months of the campaign.