PR strategy and execution for a good cause

Every year, DR and the 12 largest NGOs join forces to raise money for projects in third world countries during Danmarks Indsamling. The big fundraising show takes place on the first Saturday in February on DR1, but it is preceded by many months of fundraising activities.

For many years national fundraising campaigns have generally been challenged by declining interest and more competition. PR is therefore a cornerstone in spreading the message, gaining support, and securing donations. The aim is, of course, to raise as much money as possible for the important projects around the world, but it is also important to create a sense of unity in Denmark, where Danes join forces.

At the beginning of the collaboration, RelationsPeople focused on mapping and optimising the organisation and prioritisation of PR efforts, as there were far too many small and scattered efforts that did not make the best use of resources. This was done through stakeholder management and the creation of PR kits for key people to distribute through their networks.

The headline was ‘more impact with the same resources’, and the aim was for each individual contributor to become more self-sufficient in contacting the press and using social media. This effort continued in the second year, and in the third year we were able to focus our efforts on spreading the good stories even further to all corners of Denmark, helped by the comprehensive press plan that we develop and implement each year.

In our work with PR for Danmarks Indsamling, RelationsPeople also coordinate with DR’s editorial departments, the production company, the secretariat behind Danmarks Indsamling and the many, many enthusiasts who come up with special fundraising activities every year.

Already after the first year, we saw positive results in the number of press clippings compared to the previous year, and since then Danmarks Indsamling has increased the number of mentions.