Social helps charity go digital for first time in 100-year history for Christmas fundraise

Integrated agency Social has helped one of Greater Manchester’s oldest charities take a big first step into the digital world with its annual Advent appeal fundraising campaign.

Caritas, the official charity of the Diocese of Salford, supports more than 1,500 homeless people a year helping them get back on their feet, find a home and regain hope for the future.

Typically, it relies on practical donations in churches and schools for its Advent appeal, its biggest fundraising drive of the year. However, Covid-19 restrictions have made collections from local churches virtually impossible, so Caritas has turned to digital channels for the first time with the help of Social.

A new video ‘No room at the inn – the #MiracleofKindness’ was filmed by Social and launched on Sunday 15 November – World Day of the Poor – across social media with the message: “In a world where you can be anything, please be kind. Donate to Caritas this Christmas.”

Narrated by Cold Feet star John Thomson, the emotional video tells the stories of Rochelle, Quinton and Nikki, who explain how their lives have been transformed and how they have each been helped out of homelessness by Caritas.

Mark Wiggin, CEO of Caritas, said: “There has been a great synergy working with Social because of our shared values. It has been a really positive experience as we step into a new dimension of communications, we appreciate their wealth of experience in this (to us) new world.

“The pandemic has affected everyone and our first thoughts are for our family and loved ones. Whilst the safety and security of our families is our first concern, the Miracle of Kindness invites us to reach out to some of the most vulnerable people who are homeless and those  experiencing poverty.”

Diana MacCarthy, Managing Director of Social Manchester, said: “Covid-19 has had such an impact on the charity sector, cutting off traditional fundraising methods, so I’m proud we were able to utilise our agency’s expertise in videography, social media and traditional media relations to encourage people to be kind and support Caritas this Christmas time.”

You can donate £10 by texting BEKIND to 70460 and to give without hearing from Caritas, text BEKINDNOINFO to 70460.