--- title: "Canal & River Trust - RAW" description: "Perfect Storm" canonical_url: "https://raw.london/work/canal-river-trust-urgent-winter-fundraising-appeal" meta: author: RAW "og:description": "Perfect Storm" "og:image": "https://a2.storyblok.com/f/289672313529140/2400x1260/5ad8d63900/og-image.png/m/1200x630/smart/filters:format(jpg):quality(80)" "og:image:height": "630" "og:image:width": "1200" "og:title": "Canal & River Trust" --- > Index of every page on this site: [llms.txt](https://raw.london/llms.txt) # THE PERFECT STORM
URGENT WINTER APPEAL ## Impact 242% of fundraising target raised. 211% of target donors acquired. Campaign Toolkit for internal team roll-out year-on-year. Each winter, Canal & River Trust faces the perfect storm of rising costs, historic infrastructure, reduced government support and severe weather that risks our 2,000 miles of canals and rivers. Designed as both a Proactive and Reactive appeal, this multi-year winter campaign raises support for the Trust’s critical work to repair and maintain canals and rivers throughout the winter. ## Challenge On top of the increasing threat of storms, Canal & River Trust also face important brand challenges when it comes to fundraising. 74% of people don’t know the Canal & River Trust is a charity responsible for managing the canal and river network, and 1 in 3 canal users have not heard of the Trust - a significant gap in public awareness. ## RAW Truth™ ### Societal truth Britain’s waterways face rising costs, failing historic infrastructure, and shrinking support. ### Human truth People think canals stay alive "by magic" - so fundraising is a challenge. ### Brand truth Supporters respond to the threat of losing something they love. ### Media truth A "reactive" mechanism to trigger appeals when the weather - and the news cycle - is at its most intense. The Perfect Storm: Together, we can weather any storm. ## Solution The Perfect Storm replaces the magic with the machine - showing the herculean efforts of canal engineers fighting the elements. It's an evocative, overarching proposition that allows the Trust to fundraise across 3 core strategic pillars; Local, Wildlife and Heritage. ## Activation We launched the campaign in close collaboration with the Trust's internal teams, through a bespoke Campaign Toolkit featuring the core fundraising proposition, messaging platforms, visual identity and campaign journeys. This involved planning "Proactive" always-on versions, as well as "Reactive" storm-triggered versions for moments when urgency and need is high. > We’ve really enjoyed working with RAW, and I just wanted to shout out how great the team have been to work with. The Winter Appeal has raised £166k against an £83k target – the second year in a row we’ve doubled our target. Related case studies - [![Left to Chance]() Fundraising Proposition & DRTV Campaign

Left to Chance

![Left to Chance](https://a.storyblok.com/f/289672313529140/230x100/988c735684/pcuk-white.svg)](https://raw.london/work/prostate-cancer-uk-debut-drtv-campaign) - [![Where Wisdom Meets Wonder]() Brand Platform

Where Wisdom Meets Wonder

![Where Wisdom Meets Wonder](https://a.storyblok.com/f/289672313529140/229x104/67d16cc7d5/faunaandfloralogo.svg)](https://raw.london/work/fauna-flora-international-brand-platform) ```json {"@context":"https://schema.org","@graph":[{"@id":"https://raw.london/#website","@type":"WebSite","name":"RAW","url":"https://raw.london/"},{"@id":"https://raw.london/work/canal-river-trust-urgent-winter-fundraising-appeal#webpage","@type":"WebPage","description":"Perfect Storm","name":"Canal & River Trust","url":"https://raw.london/work/canal-river-trust-urgent-winter-fundraising-appeal","isPartOf":{"@id":"https://raw.london/#website"},"potentialAction":[{"@type":"ReadAction","target":["https://raw.london/work/canal-river-trust-urgent-winter-fundraising-appeal"]}]}]} ``` ## Sitemap See the full [sitemap](https://raw.london/sitemap.md) for all pages.