“Inspired by the impact from other public figures creating Birthday Fundraisers, Gordon knew there was no better time to launch a fundraiser for his birthday. Driven by a cause close to him and in collaboration with Great Ormond Street Hospital Children’s Charity (GOSH Charity), Gordon used Facebook fundraising tools as a successful new stream of income for the charity. In just four months, an additional 1,823 fundraisers were created, generating an additional GBP 137,625 of income for the charity.” Anna Clark, Social Media Manager, Great Ormond Street Hospital Children’s Charity.
The Gordon and Tana Ramsay Foundation works with Great Ormond Street Hospital Children’s Charity (GOSH Charity) to help give seriously ill children the best chance to fulfil their potential.
For his 52nd birthday, Gordon Ramsay decided that he would set up a fundraiser to generate donations for the Gordon and Tana Ramsay Foundation, in support of Great Ormond Street Hospital Children’s Charity, through Facebook’s birthday fundraiser – a tool that lets public figure Pages raise money for non-profits on Facebook. They were able to inspire and galvanise the support of Gordon’s loyal fanbase around a cause close to his heart.
“The campaign was a huge success and in just a matter of days, the fundraiser had generated GBP 25,695 (USD 33,348) through 537 donations – an average of GBP 47 (USD 62) per person. The fundraiser also generated 256 comments and 1,300 shares, while a Facebook post from Gordon to his own Facebook Page promoting the fundraiser generated an additional 273 comments, 381 shares and 9,400 likes.”
Every day, 619 children and young people from across the UK arrive at GOSH for life-changing treatments. Doctors and nurses battle the most complex illnesses, and the brightest minds come together to achieve pioneering medical breakthroughs. GOSH depends on the public’s support to fund four vital areas of the hospital, including redevelopment of wards and buildings, new cutting-edge equipment, innovative paediatric research and parent and family support services.
This fundraiser presented a fantastic way for Gordon to share his passion for the foundation and inspire his audience to fund even more of these services and make a difference to families of seriously ill children across the UK. The Ramsay team set targets to figures associated with Gordon to create relevance, such as an initial target of USD 5,200 to celebrate his 52nd birthday, a secondary target to celebrate his daughter Tilly’s – for which Gordon shares the day with – 17th birthday of USD 17,000 and then a final target of USD 36,000 for his 36 restaurants spanning the globe.
“We strategically set fundraising targets that could grow as the campaign generated momentum to help beat our original goal (which we did very quickly). This helped to incentivise and continue raising even more valuable funds for the foundation and GOSH Charity.” Justin Mandel, Head of Digital for Team Ramsay
The campaign aimed to raise awareness and funds for the Gordon and Tana Ramsay Foundation, starting with a goal of USD 5,200, in honour of Gordon Ramsay’s 52nd birthday.
Recommended best practices
Set your target.
Set your target at a reasonable number and continue to bring it higher as you get closer to each milestone.
Increase the target.
Throughout the campaign, increase the fundraising target as you hit milestones as it helps to continue a steady stream of donations.
Set memorable figures.
Attribute targets to figures associated with your public figure, as it helps to create relevance, such as an initial target of USD 5,200 to celebrate Gordon Ramsay’s 52nd birthday.
Have content and creative ready
Setting the campaign up with interesting content and creative that is ready to be posted from the initial launch is also key. Approximately USD 17,000 of the foundation’s donations were made in the first 48 hours, with the initial target of USD 5,200 hit within 15 minutes.