You are here:

AAW Fundraising

At AAW Fundraising, we focus on insight and understanding your audience in order to produce effective and inspirational creative strategy and campaigns.

Published on


Understanding your audience

Exceptional Fundraising Strategy & Creative

At AAW Fundraising, we like to solve problems. We like to take risks. We like to join things up. And we like to smash targets.

We believe that the key to good fundraising and communications is understanding your organisation’s beliefs, values and motivations. From that basis of understanding, we can plan and create powerful and engaging strategies, products and fundraising campaigns.

Following the Covid-19 crisis and dramatic changes to the fundraising sector, charities are more than ever using our insight-led approach to maximise income and engagement from their fundraising activities.

Together, we can review and revitalise your current activities, devise impactful new strategies and, most importantly, plot a creatively engaging course that will get you from one to the other. 

Operation Smile booklet

Case Study Operation Smile UK

Fundraising Strategy and Creative

Operation Smile are committed to putting supporters at the heart of their content and communication.  They wanted to tell their story more effectively and needed to make their communications more consistent.

Working in close partnership with the team at Operation Smile, AAW Fundraising developed an overarching campaign that would take place over a six-month period – through the worst of Covid-19.  It was key for the campaign that AAW Fundraising understood more clearly who Operation Smile’s most loyal supporters are, so they reviewed their data and audience segmentation, leading to a more targeted approach. The campaign was delivered through direct mail and email and saw an immediate uplift in response and income.

Since the rollout of the campaign, all Operation Smile’s performance metrics have increased, with average gifts rising by a third.

Our individual giving programme has been growing significantly and the ability to provide increasing unrestricted income from our supporters is incredibly valuable.

Mairead O’Callaghan, CEO | Operation Smile UK
Boy in wheelchair

Case Study QEF

Digital Fundraising Strategy and Creative

QEF were keen to build on their engagement strategy for warm supporters. Together, QEF and AAW Fundraising decided to create a new income stream built on a robust and engaging digital strategy, driving response through Facebook and email.

Three phases were developed for the programme; building up their email database using social, developing a welcome journey to onboard the new supporters and developing a communication plan for the ongoing email comms.

For the first phase, AAW developed a robust email lead generation programme by establishing and testing audiences and creatives that led to high levels of conversion and a low cost per lead. The welcome journey was tailored to the acquisition message and the objective was to generate a second action from the supporter.

Finally, AAW mapped out the ongoing communication programme for these new supporters and a segmentation model that mapped supporters from engagers through to donors. Testing was built into each phase to ensure an optimised programme.

QEF saw a 400% increase in the number of email supporters and a 200% decrease in the cost per lead. The conversion rate increased by 75% during the campaign as the creative and audiences were optimised.

The whole team really enjoyed working with Richard and AAW Fundraising, and engaging with the project together. He helped us to understand the process of developing targeted fundraising propositions and products, working with us to produce some strong ideas and clear development plans for these. Richard's flexibility and understanding of our position meant that we were able to focus on developing asks that were bespoke and suited to us as a cause and we will be able to re-use what we learned and the methods he shared with us on an on-going basis to help shape our future plans.

Hannah Crouch, Head of fundraising and engagement | Caring Together

The Fundraising Team

Richard Snook


Senior Account Manager. Rich has worked in the not for profit sector for almost 16 years, and has considerable experience in both fundraising and managing projects. He works with our clients on strategy, audits and implementations campaigns.

George Milne image

George Milne


Planning Director. A skilled and dedicated fundraising and marketing professional with over 20 years’ experience, George was MD at direct marketing agency TW CAT before establishing Audience, building it into a respected fundraising and communications agency. She now works as Planning Director across the AAW Group.

Emma Snell


Account Manager. Emma works with most of our clients on campaign execution – from planning and concepts through creative delivery to campaign review and analysis.

Louise Flanagan image

Louise Flanagan


Designer. A graphic and web designer with over sixteen years’ studio experience, Louise has worked both agency side and in-house and has a broad and varied skillset including print, illustration and web design.

Kara Gurr image

Kara Gurr


Account Manager. Kara supports all aspects of our clients’ campaigns, working on both on and offline direct marketing activity, with a particular expertise in digital strategy and creative.

For more details about AAW Fundraising

Contact Richard Snook at + 44 (0) 7381 614 020 | richardsnook@aawpartnership.com.