Overview: The slogan "Saved but not safe" had helped a community campaign save the historic cemetery from housing development: it was surprisingly still the focus of fundraising efforts, though the site had opened in 2010 and developed its business model, community offer and relationships. I reflected its importance to the community in the fundraising campaign, putting people at its heart, and better explained the four-year match-funding opportunity – HLF would match funds we raised to a maximum of £50k. The previous three years' Endowment Fund Challenge (below left) confusingly stated “£50k has been awarded to Arnos Vale” and the branding was weak and unengaging.
See For a Lifetime campaign case-for-support documents
Campaign branding before and after:
See also Arnos Vale Cemetery Fundraising events and income: Spring Eternal Gala and Fundraising Comedy Weekend