As anyone in charity marketing knows, maximising the success of all fundraising activities is crucial. That’s why we’re proud that our recent multimedia Christmas campaign for MicroLoan Foundation has generated such fantastic results for the charity.
MicroLoan Foundation provides small loans to women in Africa to help them start and grow their businesses and lift themselves and their families out of poverty. The charity’s Christmas campaign is one of its most important initiatives, raising the funds it needs to support its clients.
About the Campaign
In 2024, Zambia, Malawi, and Zimbabwe faced one of the worst droughts in recent history. February saw the region’s lowest rainfall in a century, with soaring temperatures leaving nearly 70 million people with little access to food and water. The MicroLoan Foundation Christmas Campaign aimed to address this crisis by raising funds for women in these communities.
Having supported MicroLoan with design, copywriting and social media management for the past year, we were delighted to collaborate with them in 2024 to elevate their campaign's creative elements and improve its overall impact. Our goal was to create a visually compelling and emotionally engaging campaign that would inspire donations and drive meaningful action.
A well-executed multimedia campaign is essential for driving engagement and maximising fundraising success. For this campaign, we implemented a strategic blend of direct mailing, social media visuals, and video storytelling to connect with donors on multiple levels. The direct mail campaign, which included a personalised letter and a donation request, delivered compelling print materials to key supporters while engaging social media visuals for the MicroLoan UK, US, and Australia channels ensured widespread digital reach.
The Video Campaign
The video campaign told the story of Susan Numaya, a woman in Africa whose life was positively impacted by MicroLoan Foundation's support, which was narrated by our very own Matt Eamer. Through creative direction, video production and editing, we highlighted the urgent need for support and ensured an emotionally resonant and polished final product. This cohesive, multi-channel approach played a vital role in amplifying the campaign’s impact and driving meaningful contributions.
The Impact
Thanks to this collaborative effort, the campaign successfully raised £43,237, directly supporting 360 women and benefiting 1,440 children. These funds helped provide financial support, business training, and resources to help women not only survive but also build long-term resilience.
The impact of our creative support is clear when comparing the 2024 results to the previous year: in 2023, MLF’s Christmas campaign raised £34,548, meaning the 2024 campaign saw an impressive 24% increase in funds raised. Notably, we helped manage the direct mail campaign in 2024, a new addition that was not part of the previous year’s strategy. The cost of our creative support amounted to less than 10% of the total funds raised, demonstrating the incredible return on investment for MicroLoan Foundation. This growth highlights the impact of enduring creative collaborations in driving sustained success.
“We managed to deliver a really successful campaign for the year-end, at a time when we were really struggling for resources. This was something we could not have done if we hadn't had an ongoing relationship with me&you.”
Malin Rosenkvist,
Director of Fundraising, MicroLoan Foundation
Collaboration for Good
This success was made possible by the generosity of MicroLoan Foundation’s supporters and the power of creative storytelling. By blending compelling visuals, targeted messaging, and a strategic digital approach, we helped to amplify MicroLoan’s mission and mobilise action when it was needed most.
We are incredibly proud of our role in bringing this campaign to life and look forward to continuing our work with MicroLoan Foundation to create positive change for women and families across southern Africa.