Campaign details

Agency: GOOD Agency

Macmillan's Coffee Morning is hugely popular, but audience insights showed supporters wanted another excuse to get together with friends.

And although the audience loved Murder Mystery in its pilot year, results showed only 17% of sign-ups returned money.

Time to match fun with fundraising.

Strategy

Macmillan recognised how hard it is to ask friends for money, and understood that if the Coffee Morning hosts won't ask then the game itself would have to.

By offering extra clues to help crack the case via text in exchange for a £3 donation this softened the serious "charity" element of the evening, replacing it with more entertainment and adding to the overall experience.

A simple event guide helped hosts plan and a website hub and social channels inspired and helped guests with tips on getting into character, costumes and cocktails for the events.

Invitations in the event pack let hosts invite their guests with ease, and there was a £5 text code included on the collection tin for the table, offering people another way to give too.

Creativity