Content and collaboration: How one charity revolutionised its video content strategy

One of the biggest challenges facing medium-large charities today is planning, producing and managing their video content for fundraising. The sheer amount of content audiences consume in their everyday lives is raising the bar for charities that want to stay front of mind, but many are not rising to the challenge as internal resources, stakeholders, processes and budgets are not aligned.

In this interactive workshop, we’ll learn about Marie Curie’s 18-month journey from producing sporadic videos to designing and implementing a comprehensive content strategy. Central to this strategy was supporting its Great Daffodil Appeal (one of the UK’s biggest annual fundraising campaigns), while amplifying other activities to engage audiences throughout the year.

Learning outcomes

  • A practical, real-life example of how the strategic use of content benefitted fundraising
  • How to effectively collaborate with internal stakeholders to plan and integrate content into campaigns
  • How to create successful long-term partnerships with your creative agencies

Who should attend: This session would be most useful for communications, marketing and content producers within medium-large charities who are looking to review their content strategy, don’t currently have a content strategy and want to learn more about how to get started, or who have produced some content in the past but are looking to improve impact and ROI.

Session style: This will be a joint presentation between Marie Curie and Raw London detailing how we built a strong and collaborative partnership to raise funds, awareness and understanding of the organisation’s cause. Offering practical advice at each stage, we’ll also facilitate group tasks to involve the audience and help them walk away with tactical ideas. We’ll of course include interesting, relevant and fun videos and encourage discussion at every opportunity.


Ryan Wilkins (UK)
Founder & CEO, Raw London
Charles Williams (UK)
Head of Content, Marie Curie