Mines Advisory Group (MAG)

We were delighted to work with the MAG team to support their UK Aid Match fundraising campaign: Unlock the Land.

The Mines Advisory Group (MAG) work to clear landmines, unexploded bombs, and other explosive remnants of war in conflict-affected countries around the world. Their mission is to reduce the harmful effects of these weapons and armed violence on civilians, to create a safer environment for communities to live and work in.

The aim of Unlock the Land was to raise funds for the vital clearance of unexploded bombs left over from the Vietnam War in Vangkhom village, Laos. 

We worked closely with the MAG team to create hand raiser Facebook ads that encouraged people to sign a pledge to increase brand awareness and generate leads. We also created donation Facebook ads for the UK Aid Match element, encouraging people to double their donation.

For this campaign, and staying true to the incredible storytelling that MAG uses on their channels, we developed the email journeys and produced copy for the emails, landing and donation pages, an online quiz, and social media posts. We also created graphics and videos for social media, newsletters, and digital adverts. 

To track the effectiveness of campaign activities, we set up conversion and donation tracking on the website to show how many leads were generated through the campaign and where donations came from to measure the return on investment. 

Once the Unlock the Land campaign finished, we were fortunate enough to be asked to continue with the team to support content needs in response to the Russian invasion of Ukraine and worked with the team to create bespoke emails, social media assets, and copy.

Working with the Catnip team elevated our UK Aid Match appeal and enabled us to achieve far more than we would’ve been able to without their support. We far surpassed our fundraising targets at a time when team resource was low. The team at Catnip are incredible to work with, no task is too much and they really felt like an extension of the MAG family.

Sally Wilson - Digital Fundraising and Engagement Manager

Finally, we worked with MAG on their Explosive Weapons in Populated Areas campaign that called for world leaders to sign a political declaration to protect civilians from explosive weapons in populated areas. We supported the team to create Facebook ads, advised on a lead gen email journey where people could sign an open letter and leave messages of support for the declaration, and created graphics packages and copy as needed. 

 

Top line results:

Over 1000 new supporters were converted to the supporter database through the Unlock the Land campaign.

MAG raised an incredible £449,309 through the Unlock the Land campaign - £211,336 of which came from the UK Aid Match funding from the UK government.

Through the EWIPA campaign activity, their e-newsletter subscription increased 47%.

Catnip Comms was born out of a love of all things social, a passion for using digital to do good in the world, and a drive to put the social back into social media.

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