And the penny dropped. We could make a real difference while going about our media and marketing business:
We could persuade publishers, TV networks and other asset owners to give away their remnant marketing space or time on a free or low-cost basis to help create efficient fundraising campaigns for charities.
We could also gain traction with charities (goodwill tends to do that); our suppliers would fill up their unsold slots and at the same time raise awareness of their direct marketing services to the charity sector.
We already had the supplier contacts, all we needed were some inquisitive charities to get involved. So we wrote (cold direct mail!) to the top 100 in the UK expecting only a handful to enquire. Imagine how surprised and chuffed we were when 19 charities quickly jumped on board. Many called it a wonderful idea and one even referred to it as a “movement”. We were off and running.