Summer of Sport: how easyfundraising scored big with grassroots sports coverage
Connecting sports with local communities
easyfundraising’s Summer of Sport campaign aimed to connect high-profile sports events like the Euros, Wimbledon, and the Paris Olympics to grassroots sports clubs. This emphasised the role these local organisations play in nurturing future stars, and the need to continue supporting these causes and charities.
We focused on major sports events and linked them to easyfundraising-supported causes. Our proactive media strategy highlighted powerful stories from grassroots clubs to increase awareness and encourage more sign-ups for easyfundraising.
Keeping our finger on the pulse
The main challenge was raising awareness for grassroots clubs during a crowded summer of major international sporting events. We needed to ensure that attention wasn’t only focused on the stars, but also on the smaller, community-based charities and causes.
Another challenge was encouraging the public to support local clubs and charities through easyfundraising. We wanted to demonstrate the ease of raising funds without extra cost to supporters.
Specific campaigns, like promoting the link between Wimbledon and supermarket purchases, required careful messaging to ensure people connected their shopping with donations.
Boosting support for grassroots clubs
The campaign secured over 115 pieces of media coverage. With more than 20 pieces focused on grassroots football during the Euros, we reached a combined audience of 20.1 million.
Highlighting the importance of grassroots football, the campaign helped boost awareness and donations for local clubs. For instance, Stourbridge Juniors and The Ridgeway Rovers, which have produced top players like Jude Bellingham and Harry Kane.
The Wimbledon campaign encouraged fans to turn purchases like big food shops into donations, supporting local causes while enjoying the tournament.
Over 60 pieces of media coverage helped spotlight grassroots clubs connected to Olympians like Adam Peaty and Jessica Ennis-Hill. This further boosted support and generating crucial donations for these sports charities and causes.
The campaign reached nearly 767,000 people, playing a significant role in promoting the sustainability of grassroots sports clubs across the UK.
Here at High-Rise we pride ourselves on creating strategic campaigns that communicate a story that truly represents who you are. Ready to tell your unique story? Contact us here for strategic communications advice.
