We helped Macmillan reinvent Mighty Hikes at a moment when charitable giving was declining and cancer prevalence was rising. By reframing Mighty Hikes from a worthy obligation into an unforgettable adventure – the UK’s most beautiful staycation with purpose – we galvanised a nation to drive record participation and income, with strong demand across the season.
The Insight
Charitable giving in the UK had fallen to 50% in 2024, while the cost-of-living crisis meant many people struggled to pay bills, let alone donate. Yet almost 3.5 million people were living with cancer, deepening the need for Macmillan’s support as fundraising revenue declined. Conventional charity wisdom would double down on hardship and emotional urgency. Instead, Macmillan chose a braver path: shine a spotlight not on struggle, but on the beauty, joy and adventure awaiting those who support them.
While donations were falling, Brits were taking more short UK breaks: a 4.4% rise in weekend trips and £27.3B spent on domestic holidays. This unlocked a powerful opportunity to reposition Mighty Hikes as an extraordinary UK experience first, and a fundraising act second. A chance to hike the Thames Path, the Northumberland coast, the South Downs and feel more alive while making a real, altruistic difference.
The Approach
To deliver scale, we accomplished two things:
1. Reengage Macmillan’s existing supporters by activating first party data, suppressing previous registrants, and maximising every pound spent as charitable giving tightened.
2. Expand beyond convenience-based local targeting, replacing the old “Hikes within 2 hours” model with a Hikeagnostic approach, showing all stunning routes to people with high propensity to join, regardless of distance.
This meant matching motivation with activation. Across digital and social, broad prospecting was fused with Macmillan’s 1P data to find new audiences eager for an ambitious weekend away. ATL work across radio, OOH and door drops heroed the natural beauty of every hike. Creative and messaging focused on adventure, excitement and the emotional reward of doing something big, not the heaviness of cancer.
The Results
The strategy transformed Mighty Hikes into a sell-out success, delivering record-breaking fundraising and participation:
- Improved £ raised vs last year.
- Surpassed 2024 signups in 4 months.
- A new model for fundraising events: Insight-powered repositioning set a new benchmark for experience-led charity fundraising.
- Fully sold out a month before the first hike.
