FIDOPR.CO.UK

The Challenge:

In 2008 the Community Foundation for Greater Manchester (CFGM) successfully secured Government match funding under the grass roots challenge, with a target of raising £4.4million in three years.

The CFGM tasked Fido with creating a consumer facing, sister brand that would widen awareness of the fundraising initiative, encourage Mancunians to support local grass roots community fundraising, while communicating the benefits of the Government match funding.

The Mechanic:

Fido created Forever Manchester, as a name and identity for the project, capturing the sentiment of the donor and the spirit of the cause.

Phase One: Brand Identity & Marketing Partnerships

Once the brand logo, manifesto and key messages were agreed the PR team set up meetings with key Manchester brands.

Phase Two: Website Development

Working with a web development agency Fido came up with the idea of creating a virtual Greater Manchester Island, where supporters can help build the community by buying houses, gardens, shops, restaurants, playgrounds etc… Take a look at the site by clicking here.

Phase Three: Public Launch & Fundraising

Working with Forever Manchester’s partners Fido organised a series of events in order to create word of mouth with Manchester’s influential movers and shakers.  For Manchester’s business audience a networking launch event was organised, with the help of partners Kro Piccadilly and the IOD. To appeal to Manchester’s gliteratti and generate national media coverage and exclusive party in association with OK magazine was staged at Harvey Nichols.  

Other fundraising events were also arranged including 24 Karaoke People at Tiger Tiger’s Lucky Voice pods, which raised over £5,000 and a comedy event at The Frog & Bucket raising over £2,000.

Results (From April – July 2009):

Partnerships: Fido was successful in securing partnerships with; Vimto, The Institute of Directors, Harvey Nichols, Duerr’s, Urbis, Manchester Fashion Network, Manchester Food & Drink Festival, Radisson Edwardian, FC United, Kro, The Printworks, The Frog & Bucket, Band on the Wall and Not Part of Festival.

The website: In the initial launch months 7,732 visits were recorded  of which 4,195 are unique visitors. It has generated £1,500 individual donations, £4,000 corporate donations, plus 1 regular commitment of £500 per month.

Fundraising: The total raised during launch months was £750,000, putting the initiative on track to achieve the 3-year target of £2.2million.  

Media coverage: £200,000 worth of PR coverage generated in just three months.

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