CLIC Sargent overhauls marketing strategy

CLIC Sargent, the children’s cancer charity, is overhauling its marketing and fundraising strategy in a bid to broaden its appeal.

CLIC Sargent The Big Buzz

The charity is developing a mass market approach after previous activity focused on specific target audiences. CLIC Sargent’s total income for the year to March 2011 was £26.5m, according to Charities Direct.

Its first overarching fundraising message The Big Buzz is currently in pilot phase. It has been created as an umbrella campaign under which additional fundraising campaigns, events and fundraising initiatives will sit.

CLIC Sargent aims to encourage supporters to “have fun with their hair” or shave their heads to raise funds for the charity.

It is prepping a PR campaign fronted by model Amber Le Bon to coincide with London Fashion Week in September in a bid to raise awareness of the charity. It will see Le Bon, daughter of Simon and Yasmin Le Bon, dye her hair to back The Big Buzz activity.

The charity is likely to roll out as a multi-year fundraising strategy that it will build on in coming years if the overhaul leads to a marked increase in donations and awareness.

Aine Goodall who is leading the communications project says the change in strategy aims to be “all encompassing” and emulate the mass appeal of fundraising events such as Red Nose Day and Sport Relief.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here