Raise the Roof party:
How Nice Design Store Raised £4,000 for the Emily Collins School
Case study
The "Raise the Roof" party aimed to raise £4,000 to support the Emily Collins School in Kisoro, Uganda, by funding its new roof and enhancing educational opportunities for vulnerable children.
Organised by Nice Design Store, the event showcased innovative marketing strategies and community collaboration, while aligning with the company's values of impactful design and meaningful engagement.
The event not only hit its financial goal but also fostered long-lasting connections and inspired future initiatives.
challenges
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Engaging a Local Audience for a Distant Cause: To connect a local demographic with a cause that isn't immediately relatable, storytelling was key in building emotional investment and fostering support.
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Ticket Sales Lagging Midway: After selling 40% of tickets, sales plateaued, requiring a reassessment of strategy.
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Communicating the Cause's Impact: The target demographic sought detailed transparency about where their money was going.
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Resource Limitations: Balancing time, budget, and the challenge of engaging a diverse local audience.
goals
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Sell 100 tickets at £50 each.
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Raise £4,000 for the school’s roof construction.
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Create an unforgettable event that generated community goodwill and trust.
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Build awareness for the Emily Collins School and its mission to educate over 500 children.
Implementation
Brand Identity:
Developed a strong visual identity for the event, ensuring colours, fonts, and logo communicated professionalism and the heartfelt mission of the campaign.
Multi-Channel Marketing Approach:
Social Media:
Created engaging images and videos, some achieving thousands of views and interactions. All of our techniques used were organic to save ad spend and these included: connecting with high influence social media users, connecting with users in our target market, joining and advertising in relevant Facebook groups, asking businesses involved for shout outs, competitions to increase engagement and a personalised message campaign.
Guerrilla Tactics:
Took to the streets in a giraffe suit, canvassing local businesses and personally engaging with sponsors and donors.
Traditional Marketing:
Distributed posters and flyers across town and secured a feature in the local newspaper.
"Raising the roof for school for vulnerable orphans
A WOMAN from Henley has organised a fundraiser for a new roof for a school in Uganda."
Data-Driven Adaptation:
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Analysed feedback and data mid-campaign, identifying the need for transparency about the cause’s impact.
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Shifted focus to a personalised message campaign, answering questions and reassuring potential attendees.
Execution
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Engagement Events: Hosted pre-event activities, such as meeting local sponsors and sharing behind-the-scenes planning.
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At the Event: Combined a vibrant Ethiopian dinner, live music from Blue Magoo and Limpopo Groove, and interactive activities like auctions, raffles, and games (e.g., guessing the cake’s weight).
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Post-Event: Followed up with attendees for feedback and shared updates on how funds were being used.
Results
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Fundraising Success: Raised over £4,000, achieving the financial goal.
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Full Ticket Sales: Successfully sold all 100 tickets through innovative marketing and personalised outreach.
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Community Engagement: Inspired ongoing support, including sponsorships for four children and ideas for future fundraising events.
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Social Media Reach: Thousands of engagements across platforms, building awareness of the event and the cause.
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Positive Feedback: Attendees praised the organisation, atmosphere, and meaningful impact of the event.
Beyond the Event
The campaign’s success deepened Nice Design Store’s connection with the cause. CEO Alex Nice travelled to Kisoro, Uganda, to help build the school and establish sustainable initiatives for the children. This hands-on involvement further demonstrated Nice Design Store’s commitment to creating real-world change through its work.
Conclusion
The "Raise the Roof" party was not just an event but a movement that brought the community together for a greater cause. It stands as a testament to Nice Design Store’s ability to combine creative marketing with heartfelt missions, delivering both financial results and meaningful change.