Overview
Planned and negotiated TV advertising campaigns across Norway's major broadcasters for a global children's charity's donor-acquisition programme, alongside donor research and CRM work.
Who This Is For
Charities, NGOs and non-profits that recruit donors through TV and other paid media. This case is most useful if:
- TV advertising is central to your donor acquisition
- you buy airtime across several broadcasters
- you are not sure what actually motivates people to give
- media, CRM and social activity are planned separately
The Challenge
The charity's donor acquisition depended heavily on TV advertising to recruit new sponsors.
An effective campaign meant negotiating placement and pricing across several broadcasters, building accurate flight schedules, and understanding what actually motivated someone to become a donor, rather than estimating it.
Our Approach
Working at Confetti, the team now behind ECM.DEV planned the media and proposed the research behind it.
- TV negotiation: placements and pricing negotiated across Norway's main commercial broadcasters.
- Flight schedules: detailed schedules and viewing-plan summaries for each campaign period.
- Donor-attitude research: proposed research into the online registration experience, what motivated people to sponsor a child, and how the charity compared with competing causes.
- CRM and social media: the work extended into the charity's CRM and social activity.
Impact
Negotiated, not rate-card. Direct negotiation with broadcasters on price and scheduling, rather than accepting list rates.
Donor motivation treated as a real question. The proposed research aimed to show what drove someone to sponsor a child, and how that compared with other causes.
Media and CRM connected. TV campaigns were planned alongside CRM and social media work, not run in isolation.
A TV spot recruits a donor once. What keeps them is what happens after they register, which is why media and CRM belong in the same plan.
Delivered as a consultant to Confetti AS. Any public information referenced here is used for identification and does not imply endorsement.
Topics
Delivered Norwegian-to-English translation and QA review of SpareBank 1 Markets' website content, covering their research, corporate finance and capital markets service lines.
Built a data-driven content and channel strategy for Econa, Norway's professional association for economists and business graduates, building on an already-delivered website redesign to reduce member churn.
Built a CRM-connected advertising sales platform for a leading Nordic digital marketplace. Connected audience data, targeting options, advertising formats, pricing and sales contacts into a single self-service portal for advertisers and media agencies, replacing a fragmented sales experience with a repeatable path from research to qualified inquiry.
The Content Infrastructure Imperative
Why AI Amplifies Every Flaw in Your Content Operating System
Dries Buytaert: The cost of running multiple CMS platforms
Dries Buytaert argues that running multiple CMS platforms creates hidden operational costs through duplicated integrations, security policies, expertise, and governance. He proposes standardizing on Drupal while using different operating models—SaaS (Acquia Source) for speed and PaaS (Acquia Cloud) for control—to preserve flexibility while reducing fragmentation.
Content-to-Pipeline Check
See how far your content connects to sales, and how much of what sales learns comes back.