Cadbury Fundraiser - Community Grants


Cadbury Fundraiser product has been used by organisations across Australia to raise funds for many years. The Community Grants programme was established to provide a cash grant to Cadbury Fundraiser customers to assist in their fundraising efforts.


Brief

Brief

To develop a concept to support the Cadbury Fundraiser not-for-profit customer community.

Strategy

Strategy

Establish a community grants program available to all Cadbury Fundraiser customers that links with Kraft Food's community values, featuring an easy online portal for entry. Community project stories are shared across Cadbury Fundraiser channels to encourage further support for projects.

Execution

Execution

We communicated the programme and process for grants throughout the Cadbury Fundraiser community via all channels, developing an online grant management facility to receive applications. A standard selection and announcement process was established, and followed up with the creation of PR stories to promote the activities of community groups.

Results

Grants launched in February 2013, in progress throughout the year.