The Emergency Fund Appeal

Client: The Trussell Trust

Purpose driven strategic and creative agency GOOD launched the Trussell Trust’s first-ever large-scale Emergency Fund Appeal as the charity’s network of food banks faced the threat of the most challenging winter yet. With food banks already giving out an emergency parcel every 13 seconds, the campaign appealed for urgent donations to help keep food banks’ doors open across winter.

For the first time ever, food banks were giving out more food than was being donated and were in urgent need of increased support. The cost-of-living crisis meant far greater numbers of people were facing the harshest winter yet, with many being forced to go without the essentials such as food and heating. More and more people were relying on food banks for emergency food, support and essential advice, with 320,000 people accessing a food bank for the first time from April-September this year. The Emergency Fund Appeal aimed to drive donations to provide crucial support and exceeded all targets exponentially. Driven by striking creative, and an urgent crucial ask – the campaign had a huge impact. Overall, the total income was 44.1% over target. The cold appeal exceeded its fundraising total by 171% & the warm appeal exceeded target by 95%! Awareness also dramatically increased, the Trussell Trust was the most mentioned charity across UK media in December 2022. Crucially, this meant the Trussell Trust’s network of food banks could continue to provide much needed emergency support, food and essential advice over Winter and into Spring.