Greater Manchester Mayor’s Charity: First Digital Campaign

DELIVERABLES: Digital strategy, content marketing, paid social

The Challenge 

Greater Manchester Mayor’s Charity is an independent charity raising vital funds to invest in innovative homelessness prevention projects, supported by patron Andy Burnham. Delineo, was approached by GMMC in September 2021 to strategise and deliver the charity’s first ever digital campaign with the aim of raising £30,000 to fund 1,000 beds for some of the most vulnerable this winter.  

“It was great to work with the team at Delineo to help amplify our message and reach more people. The funds raised will support  A Bed Every Night which provides a safety net for those who literally have no other option than to sleep on the streets in Greater Manchester”.

Sarah Nurton, Communications and Engagement Lead at Greater Manchester Mayor’s Charity.

Approach

We launched the successful ‘No Home for Homelessness Round ‘Ere’ digital campaign shortly after, utilising a Facebook ad strategy with localised targeting aimed at driving donations via JustGiving. 

The campaign utilised social posts with highly targeted, localised messaging towards areas such as Stockport, Wigan, and Trafford. As well as videos featuring GMMC’s patron Andy Burnham and local celebrities such as Rowetta Idah from the Happy Mondays. 

Greater Manchester Mayor’s Charity: First Digital Campaign

Outcome

The campaign ran for 3 weeks and smashed the £30,000 target, generating almost £35k in donations. It also produced 281,313 impressions, 2,968 link clicks, a CPC of £0.40, and a CTR of 1.06%.

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