During the busy giving season of 2019, Mercy Ships UK faced the challenge of maximizing end-of-year donations to leverage a government match program. The Comfort & Joy campaign was the solution—a three-month effort that balanced the program’s strict guidelines with the flexibility to evolve over time.

By highlighting the critical needs of real people and showing the tangible impact of each donation, the campaign wove heartfelt seasonal themes into its messaging. With dynamic calls-to-action and a focus on stories that resonated deeply, the campaign broke records, delivering a more than 200% increase in donations during December compared to the previous year.