CSUK relied heavily on direct mail, but they wanted to evolve and launch a brand-new digital programme to engage supporters online. With only a handful of digital donors, they were starting from scratch. They needed a strategy that would not only attract new donors but also deliver sustainable long-term growth.
Our Approach
1. Finding the Right Fundraising Proposition
We created two new fundraising propositions based on their service delivery - maximum authenticity, anchored in the peak giving season of Christmas:
Fill a Kit – Giving donors a tangible way to directly support ‘filling’ a practical hospital kit for adults or children with cancer.
Cuddles for Christmas – A heartwarming seasonal campaign to resonate emotionally with young parents, delivering teddies to children in hospital.
2. Developing a New Digital Strategy
From these ideas, we developed the full strategic framework including messaging, audience targeting, creative assets, and supporter journeys across a digital-first channel mix.
3. Multi-Channel Campaign Execution
But we didn't stop there. To maximise reach and engagement, the campaign launched across a mix of digital and offline channels. We managed the full process for CSUK - from campaign development to delivery:
✔ Meta Ads
✔ Organic Social
✔ Email & Web Pages
✔ Direct Mail (to bring offline donors on the journey)
Immediate Impact: Breakthrough Digital Results
⭑ Launch recruitment campaign in 2020 = 2:1 ROI
⭑ Average gift of £19.
⭑ Rolled out in Easter 2021.
By 2024, CSUK’s digital income overtook direct mail – with 2,000 new donors acquired at an £11 CPA - an exceptional result.
Sector Recognition
The strength of the work was recognised early. Our work was shortlisted for Charity Times Digital Fundraising Campaign of the Year (2021), reflecting the clarity of the proposition and the quality of the results. Most recently our Fill a Kit proposition and strategy was profiled in Fundraising Magazine (December 2025) as an example of a long-running, emotionally resonant Christmas appeal.
Handover
After four years of development, testing and optimisation, we were delighted to hand over two mature, scalable fundraising products to the charity’s in-house team to run with in 2025 and beyond. This toolkit included the strategic framework, sub brands, and insights, to ensure continued growth.
Both Fill a Kit and Cuddles for Christmas now form part of Cancer Support UK’s core fundraising programme.
