Bulgarian Red Cross: ‘one SMS, one hot meal for one Bulgarian child’ campaign

Above and below: powerful posters were developed for the campaign.

The joint promotion with FI Bank co-branded credit cards for a three-year period under the slogan ‘let’s provide a hot meal, let’s give a child a smile’.

Young people in summer camp at Ravda.

This case study appears in these showcases

• Multi–media (multi-channel) campaign showcase
• Telephone fundraising

• Regular, or committed, giving

• Web-based fundraising


More case studies from Red Cross

• Founding of the British Red Cross: a spectacular result from a letter to a national newspaper, 1870.
• Founding of the British Red Cross: a spectacular result from a letter to a national newspaper, 1870.
• British Red Cross: the £7.7 billion appeal that changed British fundraising forever
• Portuguese Red Cross – the store that sells hope.
• La campagna da 5 miliardi e mezzo di sterline che ha cambiato per sempre la raccolta fondi in Gran Bretagna.
• O apelo £ 5,5 bilhões que mudou de angariação de fundos britânica para sempre.
• Cruz Vermelha portuguesa – A loja que vende esperança
• La Croix Rouge britannique: la campagne de €6,6 milliards qui a révolutionné le monde de la collecte de fonds.
• La Cruz Roja Británica: la campaña de los 5.500 millones de libras que cambió la captación de fondos británica para siempre

SOFII's view

Medium of communication:

Type of charity:

Target audience:

Country of origin:

Creator/originator:

The Bulgarian Red Cross, with partners M-Tel, Metro Cash and Carry, FI Bank, and Publicis Mark Group.

Name of exhibitor:

Date of first appearance:

Summary/objectives:

In 2004, the Bulgarian Red Cross established the Care Partners Network. Its main goal was to assist the BRC in developing a solid financial support base for its charitable activities over the three years that followed. The partners are big corporations and smaller firms that agreed to participate in specially designed campaigns that would financially benefit the BRC, as well as increase the customer base, profits and public image of Care Partner companies.

The members of the Network represent different industries such as telecommunications, banking, trade, accounting and advertising.

The objectives were to contribute to the positive image of BRC and the partner companies and to secure the finance needed for the humanitarian programmes of BRC implemented all over the country.

Background:

Three major joint campaigns were implemented with companies large and small and representing different sectors of the economy. The target groups were customers of M-Tel, Metro and FI Bank. Each campaign was unique.

1. The joint BRC/M-Tel campaign was to raise funds for the most vulnerable children in Bulgaria through SMS on a short number, 1255, provided by M-Tel to BRC.
The motto of the campaign was, ‘one SMS, one hot meal for one Bulgarian child’.

2. The joint BRC/Metro campaign was implemented for four weeks, three times a year and continued for three years. BRC collecting boxes were put in all seven Metro shops in the country. The message of the campaign was, ‘Your petty cash can do something very good. Feed a child. Today’.

3. The joint BRC/First Investment Bank campaign was to raise funds for vulnerable children by issuing co-branded Visa and Visa Electron cards for a three-year period. The motto of the campaign was, ‘let’s provide a hot-meal, let’s give a child a smile.’

Special Characteristics:

These campaigns were all great examples of well-designed corporate partnerships. The fundraising techniques BRC used were innovative and unique within Bulgaria. The concept of Care Partners Network could be adapted by other NGOs as well.

Influence/Impact:

• Good media coverage, huge support from the national media (free advertisements).
• Introduction of new media fundraising techniques to the country (SMS, use of credit cards).
• Improved image of BRC in Bulgaria.
• New contacts were built with local municipalities during the campaign.

Costs:

The campaign budget was €15,800.

Results:

Income: €60,592. Plus 50 children from social institutions for children attended a summer camp at one of the Bulgarian seaside resorts - Ravda. Three hundred children from Targovishte and three other municipalities in the same region received a hot meal each school day.

Merits:

This campaign was a first in Bulgaria and was a considerable success, showing others that such collaborations and events are possible.

Other relevant information:

Adapted from CSDF’s 2006 publication Mission Possible.