How the UK´s Macmillan's “World's Biggest Coffee Morning” Has Raised £200 Million (US $282 Million) Since 1990

Amount raised: The World's Biggest Coffee Morning (WBCM) is Macmillan's flagship fundraising event raising £200 (US $282) million since its inception in the United Kingdom in 1990. Aim: Behind the success of WBCM, one of the UK's biggest fundraising events, lies a simple ask: get together with friends, colleagues and neighbors for a coffee morning and raise money for Macmillan Cancer Support. Strategy/Tactics: Our strategy focuses on marketing, both to existing and new hosts, and the development of a fully integrated, multichannel campaign. A collaborative approach is required to achieve growth across all areas of the organization, with celebrity endorsement, PR, and activity with corporate partners such as MandS helping to further drive awareness and income. Program process: Supporters register to receive their free Coffee Morning Kit and host a Coffee Morning at their chosen venue. While there are several weird and wonderful twists on the event, most hosts choose to serve coffee, cake and other treats in return for donations to Macmillan. Coffee Morning takes place on the last Friday in September each year (although supporters can host on any day that suits them) with the majority holding their event on this day. Costs and returns: The expenditure as a proportion of the amount we raise is roughly 30 p in the £1, the return on investment is £3.39 raised for every £1 invested. What was learned: Our experience shows that our key drivers to success are: Using research and insight to drive strategy: In 2011, we undertook a large research piece to understand who the audience were, their motivations for taking part and this was used to (a) develop a relevant proposition which met supporters' needs and (b) identify the key target market. Measurable, direct response activity across channels: using the right channels to reach the target market (e.g., direct mail to our existing hosts and an ATL campaign), including TV, to reach new hosts. Recognizing importance of retention and supporter experience: delivering a relevant, tailored experience to supporters that adds value. Ease of participation: no training over heavy commitment is needed - it can be as simple as buying a few cakes for neighbors to huge community events open to the public.