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.

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