What we’re up to

How to develop a sophisticated mass marketing approach

Stand first: Highly targeted audience marketing was once seen as the ‘holy grail’ for fundraising — but this might not be the best approach as most donors give sporadically. So how do you know when to prioritise and when to target? Andy Hyde explains more… “The people most likely to donate to you are upmarket women aged

Fundraising DRTV has changed. Have you?

For a long time, DRTV for charities felt like it was trapped in a timewarp. The 90 second need-solution-need arc. The powerful but familiar footage. The earnest (always male) voiceover bringing emotion and authority. But TV itself has changed out of all recognition in the last decade. Reality TV is mainstream. Ordinary people are celebrities,

My grandparents’ secrets to happiness

The Grandfather clock chimes in the corridor and there’s a lasagne in the oven. A stressful week has brought me back to my Grandparent’s North London kitchen table and we’re having a good old chat. The debate of the day; are people more anxious these days, or did people just keep it all in before?

Dear David

I’m a big fan of Peep show, so obviously, I find David Mitchell (Mark), incredibly funny. What I’m not such a big fan of, and what I certainly don’t find funny, are Mitchell’s attitudes towards gender stereotyping within the Advertising and Marketing Industry. Mitchell’s article in the Guardian, in response to the Advertising Standards Authority’s

In your supporters’ shoes

Anthropology… That sounds familiar, doesn’t it? It’s likely you’ve heard talk of anthropology bounced around the marketing world, perhaps you studied it at university, or maybe you enjoy keeping up to date on Edmonds’ latest research on race and plastic surgery in Brazil. Or maybe that’s just me. Regardless of how, or whether, you’ve heard

What can we learn from the Absolute Boy?

Whatever your politics, it’s hard to deny that the rise of Jeremy Corbyn has been an unexpected phenomenon that has transformed our political landscape in the last few months. With trust in politics, the media, business and charity at an all-time low, it’s time to take stock and look at what we can all learn

What will it take to fix giving?

Fundraising, in particular individual giving, feels like it’s in a bit of a mess. We can blame regulation, or the Daily Mail, or agencies, or trustees, or the media, but I don’t know where it gets us. So what happened? One answer is that we focused too hard on efficiency, and forgot about effectiveness. We


We mean this. GOOD Agency has gone vegetarian. Not just for a week. Not just for a month. Forever? What does it mean? Well, our staff are free to eat what they want. But all our catering for meetings, internal and external events, parties and hangover breakfasts will be meat free. From now until forever.

ICYMI – GOOD Bites: Change your measures, change your outcomes

We can’t Fix Giving unless we challenge and change some of the measures we use. So at this session we partnered with Wood for Trees to outline some alternative models for measuring success – and thus getting to some better, more sustainable outcomes. BREAK YOUR MEASURES When strategy is driven by measures we can quickly

GDPR – three steps forward

The big day is coming and every charity is in a different state of readiness. Some have been clarifying their approach for months, some have already taken consent to their supporters, and some are facing a looming deadline with an increasing sense of dread. Here are three things everyone can think about. 1) Making it

It’s all about the trends.

As we desperately try to cling on to our New Year’s resolutions, the Planning team at GOOD take a look at the biggest emerging trends that we think really will last all year round. Here’s our round-up of the shifts that will influence marketing and communications in 2018… Food & drink The healthy eating movement


GOOD Agency has been appointed by Breast Cancer Now as its Regular Giving creative agency, after a competitive three-month pitch. As part of a competitive pitch, it has been announced that Breast Cancer Now has named GOOD as its lead fundraising agency responsible for charity’s new Regular Giving mass marketing campaign. Collaborating with the Breast

A new senior management team, and a new era at GOOD

It’s been a great year for GOOD. We’ve grown, adding NSPCC, ShelterBox and Plan International UK, among others, to our client roster. And we’ve celebrated some great work including mould-breaking DRTV for WaterAid, launching Dogs Trust’s Puppy Playgroup and a new sustainability and responsibility programme for Pernod Ricard. Following on from these successes, we’ve brought a new senior

No-one’s getting a payrise. Or are they?

As employers, we’re increasingly struggling to offer people reasons to join, reasons to stay and reasons to engage. Let’s not go into it in detail here, but here are a few signals: Wages are flatlining, while costs for essentials like housing and travel are going up (and everyone knows it). Most people coming into the

Is purpose already losing its value?

Last week I attended a stimulating event at the RSA on Does Purpose Pay? hosted by Philippa White, the founder of The International Exchange. Three speakers made their case for the importance of Purpose, Paul Twivy very authoritatively,  Jim Carroll very eloquently from a personal perspective and Charlie Dawson expansively, although none really answered the event

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