The Commonwealth War Graves Commission (CWGC), founded by Royal Charter in 1917, is an intergovernmental organisation of six independent member states. Its principal function is to mark, record and maintain the graves and places of commemoration of Commonwealth military service members who died in the two World Wars.
The CWGC Foundation is its fundraising arm. It relies on public donations and supporter engagement to fund conservation, education and community outreach work that sits outside the Commission’s government-funded mandate.
The Foundation needed to grow donations in a competitive charity landscape where digital fundraising costs were rising and donor acquisition was becoming harder. Existing digital activity was fragmented. Paid, organic, social and content were operating in silos with no connected funnel strategy.
There was no single view of the donor journey from awareness through to completed donation. Campaign activity generated spikes in attention but lacked the underlying infrastructure to convert that attention into sustained giving. Content existed, but it was not structured around donor intent or optimised for the channels where supporters were increasingly making decisions.
We designed and delivered a full integrated fundraising strategy, connecting every channel into one growth system aligned to our formula for success.
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