Selected work · Public Affairs
Prisoners of Conscience.
Donor infrastructure that converts brand equity into recurring giving, freeing a small team to focus on the work that matters.
- Client
- Prisoners of Conscience
- Discipline
- Public Affairs
- Services
- Strategic Direction, Creative Development
Prisoners of Conscience had brand equity it was not converting. The work was respected, the audience was sympathetic, and the path from awareness to recurring donor status was held together with manual effort the small team could not keep up with. The engagement built the donor pipeline architecture: audience definition, channel strategy, and a partnership framework with religious institutions to multiply the reach without multiplying the team.
The brief
What the client arrived with.
We are a small team running an organisation with strong brand equity but no infrastructure to convert it. Donors were sympathetic, the work was respected, but the path from awareness to recurring giving was held together with manual effort the team could not keep up with.
The intelligence
What we learned about the terrain.
The 60-plus demographic has the giving capacity and the social conscience but is over-served by emotional appeals and under-served by infrastructure that makes recurring giving easy. Religious institutions are a force-multiplier channel chronically under-used by secular human rights organisations. The organisation's existing brand equity was real and untapped. The unlock was infrastructure, not advocacy.
The goal · one locked behavioural outcome
Grow the recurring donor base by building the infrastructure to convert sympathetic awareness into reliable, repeating support.
Everything that follows served this single sentence.
The strategy
The architecture we built.
Direction locked on a single behavioural goal: moving sympathetic individuals from one-off awareness into recurring donor status. Meaning framed the work as bearing witness, language calibrated to the moral vocabulary of the primary audience rather than to the secular advocacy register. Channel strategy ran on three rails: targeted social acquisition feeding into a structured mailing list nurture, partnership outreach to religious institutions for endorsement and reach, and direct asks calibrated to the audience's giving cycle.
The work
What shipped.
A social media management programme on the channels where the primary audience lives, content design tuned to the bearing-witness register, mailing list architecture with nurture sequences, targeted social ad campaigns into the structured list, and a strategic partnership framework for outreach to religious institutions.
What moved
What happened afterwards.
The small team was freed to focus on programmatic work while the donor infrastructure ran underneath. Brand equity converted into a stronger recurring giving base, with a partnership framework in place to extend reach through religious institutions. The client noted that the efficiency of the engagement let them focus on critical areas, which was invaluable to the mission.
- 1Donor Goal Statement and audience definition
- 2Mailing list architecture and nurture sequences
- 3Targeted social acquisition campaign plan
- 4Religious institutions partnership framework
- 5Content design system in the bearing-witness register
- 6Social media management programme
Next campaign · Public Affairs
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A printed and digital booklet that makes the post-Brexit state pension rules legible for the people whose retirement depends on understanding them.
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