A gaming and streaming fundraising programme built for the British Red Cross, launched in April 2020 to reach a new generation of supporters through Twitch and YouTube Gaming.

Gaming is a largely untapped market for charities, bigger than film and music combined. The opportunity: find streamers who care about the cause and let them do the work. The BRC had a genuine USP: unlike most charities running fixed annual events, they could launch campaigns rapidly around live emergencies.

Four campaigns. £350k raised on a £174k spend. 6,000 gamers recruited at £26 cost per acquisition. Operation Beirut raised £60k with zero marketing budget. Operation Anti-Loneliness topped £100k during the second lockdown.

The result: a full-time Gaming and Streaming lead hired to scale the programme.