Saying thank you to veterans

The Royal Star & Garter homes give exceptional specialist care to service veterans and their partners in three wonderful care homes around the country. Since 2017 Cherry Tiger has worked closely with our media agency to deliver a number of fundraising, staff recruitment, occupancy and service advertising campaigns. Our role is to raise awareness, deliver response primarily via driving traffic to the website and help to build their prospect pool and database.

Two of their most successful fundraising promotions typically fall around Armed Forces Day in June and Remembrance Day in November. In short press ad, social media and programmatic ad spaces, we needed to create a compelling case for donations on both occasions. Having visited the homes and met some of the veterans, we knew that case studies were one of the best ways to convey the incredible stories of their residents and bring to life the exceptional care Royal Star & Garter homes delivered.

For Armed Forces Day, we recommended highlighting the stories of both Phillip, an older veteran from WWII and Stephen a veteran of Iraq. We positioned a donation as a simple way to say thank you and pay tribute to their bravery. For remembrance we brought to life a direct mail proposition in press and digital that had already tested well with the target audience.