Campaign details

Agency: In the Company of Huskies

Introduction and Background

This paper shows how against the odds a charity managed to win the hearts and pockets of the Irish public when donations and trust were at an all-time low.

The Society of St. Vincent de Paul (SVP) is the largest charity in Ireland and they receive about 1% of their funding from the government. Donations and volunteers are its lifeline.

By 2015, it was assumed that people were experiencing some sort of economic recovery. But despite small increases in incomes, 17% of the population were at risk of poverty and living in very difficult circumstances.1 It was clear that a rising tide did not lift all boats and calls to SVP for assistance had doubled since 2008.

SVP's challenge was to persuade the public that donations were still needed in an improving economy.

But the situation got worse…