Red for Ruth: Manchester Test Match
How the Ruth Strauss Foundation raised £289,523 during the England vs West Indies Test at Old Trafford, using text giving promoted via Sky broadcast to fund pre-bereavement cancer support.
The Ruth Strauss Foundation held an England vs. West Indies Test Match at Old Trafford on 25th July, broadcast on Sky behind closed doors. The event promoted text-based donations to fund pre-bereavement support services for families affected by cancer.
The Campaign
With no fans in the ground, every impression had to be generated through broadcast. Promotion ran through:
- In-match stadium screen announcements
- On-air celebrity interviews
- Sky broadcast coverage throughout the day
The £20 text giving denomination was used - a deliberate choice that reflected the scale of the broadcast audience and the emotional weight of the cause.
The Numbers
| Channel | Amount |
|---|---|
| Text donations | £259,355 |
| Gift Aid uplift | £30,168 |
| Total | £289,523 |
Gift Aid added an additional £30,168 - 11.6% more - to the total at no cost to donors.
The Result
Total amount raised: £289,523
"A match-winning result."
- Ruth Strauss Foundation