1.2 THE PURPOSE OF THIS TOOLKIT

Toolkit purpose

This toolkit has been created to help you make the most of our new fundraising proposition, Make Africa’s Heartbeat Stronger. 

It explains how this proposition can work as a framework to talk about:  

• health inequality, the statistics that highlight it and the people it affects 

• how Amref trains skilled health workers to solve problems in their own communities 

• our four areas of work (1. Water & Disease Prevention; 2. Health Workers & Training; 
3. Healthy Women; 4. Pioneering Healthcare). 

• the innovative solutions we develop to overcome barriers to health access 

and to tell compelling stories that will motivate people to support us and bring to life what their money will do. 

Above all, this is a practical toolkit aimed at making your life easier. It includes examples of creative fundraising communications across different media - from social ads to out of home campaigns. It outlines key messaging that you can use to make your case. It gives guidance on using imagery, on copy tone and style, and on the ‘fundraising dials’ you can use to ramp up the power of a fundraising appeal. It also suggests ways to structure supporter journeys. 

However, no one knows your market better than you. So this toolkit is designed with flexibility in mind, to inspire you to adapt ‘Make Africa’s Heartbeat Stronger’ so that it’s relevant and appealing to the audiences you’re talking to. This may involve the issues that most engage your audience, the style of copy and images you use, and the media platforms that work best for you. Understanding diversity and using local knowledge will always be key to the success of Amref’s fundraising – just as it is to our health work.