LONDON- UNHCR, the UN Refugee Agency, has appointed values-led campaign and creative agency Blue State to support its efforts on digital fundraising in the UK.
Blue State will be tasked with acquisition, longer-term projects, supporter engagement and the development of the organisation’s UK digital fundraising offering.
UNHCR will be looking to work with Blue State to accelerate the role that digital plays in fundraising, using audience research and segmentation, campaign strategy and implementation and rapid response appeals.
Blue State will be co-designing multiple creative concepts with UNHCR, testing and refining the creative approach to ensure its content is as impactful and effective as possible. The agency will also test new ad formats as well as run media partnerships.
Initial areas of focus include Separated Children and Unaccompanied Minors, with search and social media content designed to reach and raise money from UK donors. The agency is now planning a digitally led winter appeal for the organisation.
Lydia Piddock, head of UK fundraising, UNHCR, said: “With more people fleeing war and persecution than any time since World War Two, the refugee crisis is one of the most pressing issues of our time. Blue State will help us reach new audiences when they’re engaged and online, mobilising support for the refugee cause and helping make our humanitarian work possible.
“Only 1% of UNHCR’s budget comes from the United Nations, so we rely almost entirely on donations to protect the many families who have fled for their lives. Public support has never been more critical.”
Hannah Johnson, managing director at Blue State, said: “Working with an organisation like UNHCR is a huge privilege for us — a chance to make a real difference in such an important area. An unprecedented 70.8 million people around the world have been forced from home, 52% of which are children. We have an opportunity to educate UK audiences in what’s happening and help them understand the role they can play in stabilising and supporting change in this environment.
“Our approach will focus on testing, helping accelerate their responsive campaigning model and offering new ways to engage by refining the supporter journey. We’re developing a plan to help underpin tangible long-term growth in the organisation’s UK digital fundraising at one of the most vital times in its history.”