TVNZ/NZ Marketing Magazine Marketing Awards : Don't Buy Crap

With just $15,000 to achieve serious fundraising objectives at the busiest time of the year, something different is needed. This was the challenge faced by Oxfam, the global charity that works to overcome the causes of poverty and injustice by providing aid in emergency situations; educating communities

With the help of communications partner, TEQUILA\ and an outstanding viral campaign, this year's winner of the bizambrands Not-For-Profit Marketing Award, at the TVNZ/NZ Marketing Magazine Marketing Awards, overturned the conventions of charity marketing, took the internet by storm and generated $640,000 in donations.

The objectives were simple, clear and very ambitious. They were to achieve donations from 6000 donors (up from 4000 in 2005); increase the percentage of donations from the website from 25 percent to 50 percent; achieve an income of $550,000 (up from $350,000 in 2005); and get to as wide an audience as possible.