Challenge
A children’s hospital charity wanted to expand one of their core fundraising products – a family running event – to reach a national audience.
They needed a partner who could develop an audience-led vision and delivery plan that would deepen connection to their cause, grow income sustainably, and strengthen lifetime value across their fundraising ecosystem.
Role & Responsibilities
As a consultant and project manager on the partner agency’s team, I helped plan the agency’s tender response, and then steered the early-stage discovery and definition phases of the project.
Also on the team were the agency’s founder who contributed mass-pax event expertise, an audience researcher, and a creative facilitation expert. Together, we led the charity’s mass-pax fundraising team through a double-diamond project process.
Approach
Discovery: Gathering internal, external, and audience insight
We began by interviewing stakeholders from across the charity and the corporate partner’s citizenship team, running qualitative audience research activities, and analysing the product’s current financial performance.
Our research showed that although there was demand for the event beyond London, there were also significant challenges that the expansion would need to overcome. One of these challenges was that the event relied heavily on support from the corporate partner and, therefore, could not successfully scale without changes to the underlying revenue model.
Definition: Co-creating a product strategy and proposition
Once we’d uncovered and made the challenges clear we were able to adjust our approach to the following activities. We designed a workshop that focused on strengthening the event’s revenue model, removing that barrier to expansion, and followed this with proposition development activities.
Outcome
Our work led to stronger revenue generation mechanisms, a three-year learning roadmap, clearer positioning that flexes across product formats, and upcoming pilots in regions identified during discovery as key to expansion.