Mobile Gift Aid collections help Poppy donations bloom

The brief:

In 2020, The Royal British Legion’s Poppy Appeal was severely impacted by COVID-19, and they needed to modify their fundraising efforts to suit. Rather than relying on traditional cash collections and in-person purchases of poppies and other merchandise, the organisation had to explore television and digital advertising.

The challenge:

While SMS donations had been successful in the past, the charity was unable to benefit from Gift Aid as reconciling Gift Aid donations via SMS was difficult. When discussing the challenges surrounding Poppy Appeal 2020, it became apparent that garnering Gift Aid declarations and communication consent statements would generate much-needed additional revenue.