The RSA were embarking on their first ever cash ask appeal to their Fellowship base. Cherry Tiger were asked to develop a pack to inspire donations to their Great Room Appeal, the symbolic epicenter of all the RSA’s inspiring work – a meeting and lecture space where truly unique ideas have been shared since the 18th century.
Aimed at RSA members (‘Fellows’), normally only asked to pay an annual ‘Fellowship’ fee, we had to inspire them to give more. How could we make a refurbishment plan appeal to Fellows who may not feel any tangible benefit from it themselves? Was it possible to raise hundreds of thousands of pounds from just a few thousand enlightened thinkers?
The RSA took a great leap with this pitch-winning campaign from Cherry Tiger. Numerous prominent thinkers, past and present have spoken in the auditorium – and the RSA’s project aimed to futureproof the Great Room for the next 100 years: restoring it to it’s historic former glory, and installing technology to give their lectures and debates a truly global audience.
When asking for a donation it’s vital to explain not just what the money will buy, but the purpose it will serve. So we looked not just at the practicalities of the renovation project, but it’s higher purpose. Why else would someone be a Fellow of the RSA, other than to promote the power of sharing great ideas?
We felt the key was to draw on the lessons of the history of the RSA and explain how the renovation would aid the airing, sharing and debating of great ideas in the 21st century. The room is also the site of James Barry’s painting of ‘ The Progress of Human Knowledge’ – and we made this the centerpiece of our creative execution – not only using shots of these amazing paintings but showing the future vision too.
Cherry Tiger delivered a successful
first ever cash ask appeal that
significantly contributed to funding
the restoration of
The Great Room
for the next 100 years.