Medialab & Guide Dogs: Filling a COVID Fundraising Gap

Sponsor a Puppy (SAP) is Guide Dogs’ flagship fundraising product, and with the arrival of the pandemic, many channels of fundraising were forced to stop. Amongst those was face-to-face fundraising, which was one of the core fundraising pillars for Guide Dogs.

In an effort to tackle this, an agile, data-driven, granular approach to planning and buying media during the crisis was created. This allowed SAP to make the most of channel opportunities in the market, whilst ongoing analysis of data and results via Medialab’s proprietary data platform, Apollo.

This enabled the company to operate a test and learn approach, broadening targets, accessing new audiences, and driving reach. The campaign was an undeniable success, significantly beating existing objectives that were put in place at the beginning of the year.