Christian Aid: Holy Hack
- Social & digital
Christian Aid Week is the longest-running fundraising event in the UK, with some of the longest-serving volunteers. When it comes to handing over the baton to a new generation of creative, committed, millennial Christians, we came up against a serious problem.
This is a generation that believes in making change themselves rather than working with charities. They’re sceptical of institutions. They know when they’re being sold to. Marketing just wasn’t going to work. We needed a new approach.
And so the Holy Hack was born – a day where we’d ask the most creative and connected Christians in the UK to come together and devise the future of Christian Aid Week together.
On the day itself we partnered with an extremely cool church in Shoreditch, bringing in bands, ethical food and merchandise suppliers and a collective of Christian coders. We made the Holy Hack day not just as productive as possible, but as sharable as possible. Because we know that millennial Christians aren’t just passionate and creative – they’re connected too.
We were overwhelmed with quality applications from potential hacktivists, achieving 204% of our target and reaching over 100,000 people with a tiny media spend, thanks to organic sharing and tagging. On Facebook, we reduced the CPA from £120 to £20.
As a bonus, although we’d been warned that Hackathon participants were overwhelmingly ‘pale & male’, we found our Hacktivist applicants were over 50% female, with high BME representation.
With 72 passionate activists already carrying out their plans, a whole series of Holy Hacks is now in planning around the UK – promising a bright future for Christian Aid Week.