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Macmillan needed to protect income from their flagship fundraising productâWorld’s Biggest Coffee Morningâin the face of COVID-19 crisis.
The success of WBCM over the last 30 years has been down to it being ‘easy to do’, accessible to everyone, and a brilliant way of bringing groups together; we were asked to find a way to uphold these core values in a socially distanced way.We started by conducting qualitative interviews to understand the audience’s motivations and barriers during lockdown, whilst discovering the key concerns felt about hosting a coffee morning during a pandemic.
We then undertook a week-long virtual sprint with the Macmillan team, iterating ideas and testing them with a qualitative audience. We produced a suite of exciting new products for the coffee morning which engaged different audiences and could be carried out in a socially distanced or virtual way. This enabled Macmillan to successfully deliver WBCM on the 25th September 2020.If you need to engage, inspire and motivate your audience or want to get more out of your existing mass participation events and would like to talk to one of our team, please drop us a line on:
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