1.1 BACKGROUND & IMPORTANCE

With a step change in our global ambition as a charitable organisation, Amref Health Africa needed a new central creative idea to inspire, unite and optimise our fundraising campaigns worldwide.
  
We have set ambitious new global fundraising targets. The aim is to have $100 million USD in unrestricted funds available in Africa within the next 15 years, of which 80% will come from individual giving. 
 
This represents a significant shift for the global Amref family. Historically we have depended on institutional donors and partners, and funds earmarked for specific projects or activities.  This new focus on unrestricted income will give us much more freedom to respond directly to the needs of the communities we support. 
 
With greater reliance on fundraising campaigns to generate our income, it is essential that Individual Giving fundraising has a really strong creative idea to support it, a creative idea that: 
 

• Is visually bold and communicates our messaging clearly 

• Encapsulates what Amref does and ties together the varied aspects of our programmes in a way that’s neither overly complex nor simplistic 

• Shows how and why we’re different, and provides a fundraising  platform that can engage people emotionally and rationally  

• Builds cohesion between individual offices so that we all look and feel like one family, while keeping flexibility to use our unique market knowledge. 

We hope the creative work and assets in this toolkit will give you the resources to forge strong campaigns individually – but also to collaborate and share ideas. Make Africa’s Heartbeat Stronger is your proposition, to own and use in ways that suit your market.