ABOUT

Deutsche Bank CSR activity in support of several selected UK charities was spread across the year, with only limited success. A new approach was needed to overcome ‘charity fatigue’ inside Deutsche Bank and increase payroll giving amongst staff for good causes.

We created 'One day to make a difference'. Annual fund-raising activity concentrated into just one day (October 1st), in support of just one charity (CHICKS) to cut-through staff apathy and provoke reappraisal.

Six principles:

1. Make it personal - you can make a difference.
2. Make it compelling - surprising facts about the charity to provoke reappraisal.
3. Make it easy - ‘just one day’s salary, just one click’.
4. Make it motivating - for every day’s salary you give, Deutsche Bank will give the same.
5. Make it memorable - simple mnemonic of every celebrity supporter holding up their index finger.
6. Make everyone proud - success publicised to staff continuously throughout the day to galvanise support.

Year 1: Record £320K raised in just one day. Programme rolled-out internationally across the bank network. The campaign now helps raise £1Million+ annually, in support of good causes.