A charity PR stunt is an effort to bring together hearts and headlines. In an era dominated by social media and viral content, charities are looking towards increasingly unconventional approaches to capture the public's attention and garner support for their causes. From touching gestures that stir up empathy even in the coldest of souls to bold and attention-grabbing stunts that challenge societal norms, charity PR stunts are visual and newsworthy events that capture the audience in order to raise awareness and drive fundraising.Stay with us as we explore how to create an original charity publicity stunt that ensures that your organisation will be remembered.

So let’s first take a look - what is a PR stunt? A PR stunt is the ‘pick me’ party girl of your marketing strategies – it's the planned event designed to attract the public, often a quirky and memorable activity that waltzes into the spotlight through the media. The aim is not just to be seen but to have been memorable enough that it leaves a lasting impression that reverberates on social media platforms. PR stunts require creativity, and when this collides with the core elements of value and purpose, it can be a great way to get your charity noticed. Some PR stunts are amusing, others tackle weighty social issues. What they all share is the common goal of etching a moment into the public's memory. They don’t necessarily need to use shock tactics or be overly sensationalist, yet still must be emotive and have enough elements of surprise in them to raise the profile of your charity.Fortunately, we're here to guide you through the process of orchestrating a successful PR stunt for your charity. Follow our step-by-step instructions to ensure that engagement and funds flow seamlessly, steering clear of any campaign flops that might leave you in the dust.

Not-for-profit PR stunts distinguish themselves from corporate campaigns by their unwavering commitment to driving positive change rather than pursuing financial gains. In the realm of charity sector publicity, the overarching objective is to shine a spotlight on pressing social or humanitarian issues, rallying support, and generating resources for meaningful causes. A poignant example is the 1986 PR stunt, 'Hands Across America,' orchestrated by USA for Africa. This extraordinary event saw 6.5 million individuals join hands to form a human chain, symbolising unity and solidarity. Participants not only physically connected across the nation but also contributed a total of 34 million dollars, emphasising the tremendous potential of collective action in fostering philanthropy and addressing critical societal needs. These endeavours highlight the profound impact that not-for-profit PR stunts can have on mobilising communities, fostering empathy, and ultimately making a lasting and positive difference in the world.On the other hand, in the world of for-profit entities, PR stunts serve as strategic tools to elevate brand visibility, stimulate sales, and, in turn, boost overall profitability. When orchestrating a charity PR stunt, it’s important to be aware of these distinctions. Throughout the planning stages of your PR campaign, bear in mind the core differentiators—your charity is not aiming solely for financial gain but, rather, to raise awareness and support for your cause. Always ensure that your PR efforts seamlessly tether the event back to the mission and values of your organisation to reinforce the genuine commitment to making a positive impact in the community.One of the most important things to consider whilst coming up with the strategy for your PR stunt is how to make it newsworthy. Think about the best way to capture the public’s attention and spark conversation. How can you get noticed by the media and drive engagement and fundraising? Consider hiring an outside PR agency with a proven track record in successful PR stunts that align with your organisation's values. It's worth highlighting that PR stunts are designed to make a splash, and a successful execution can yield tremendous results. However, on the flip side, if they misfire, the consequences can be severe. A poorly conceived, offensive, or insensitive PR stunt has the potential to tarnish an organisation's reputation, producing precisely the opposite media attention desired. Alternatively, the "flop" may take the form of a gradual fizzle. Instead of propelling your charity into the engagement stratosphere, the PR stunt may deflate like an old balloon, missing the anticipated moment of notoriety.Now, let’s get down to business.

The first stage of creating an award-winning PR stunt, is focused around thinking of a strategy which aligns your charity PR stunt with the core values of your organisation. Ensure that the event or activity reflects the principles and beliefs that resonate with your charity's mission in order to create a genuine and compelling narrative that fits in with your broader communications strategy. This ensures cohesiveness and harmony in conveying your message to the intended audience.

If you happen to have read our article on buzz marketing, you’ll already have an idea about what it means to ‘create buzz’. In the context of formulating a PR stunt, buzz means generating excitement and anticipation around what you have planned. Craft a message that sparks curiosity and interest. Make the most of social media teasers, influencers, and other promotional tactics to build momentum and create a buzz leading up to the event. Also, let the media know what’s happening ahead of time, making sure you let them know precisely the purpose of your stunt to help ensure that this message doesn’t get lost in the course of the stunt and the hype that can cloud it.

As always, stay relevant. Now we’re talking about going out to buy a tiny handbag or some Crocs (which for some unknown reason seem to be coming into fashion), but rather finding relevancy by incorporating elements from current affairs or trending topics. This not only adds a contemporary touch to your PR stunt but also increases the likelihood of capturing public attention and media coverage. Aligning with ongoing conversations can help amplify your message.

The golden ticket, the big red button, marketing’s best friend and crutch: social media. Use media campaigns to leverage the momentum gained from your PR stunt to drive charitable contributions or sales, depending on your specific goals. Implement strategic calls-to-action and engagement mechanisms to convert the buzz into tangible support for your cause, ensuring a lasting impact beyond the initial event.

There are several charity PR stunts that have particularly stood out over the years for a variety of reasons. We’ve whittled this down to our top four, so we can see what we can learn from them.

The ALS Ice Bucket Challenge stands out as one of the most successful PR stunts in recent memory due to its unprecedented blend of engagement, creativity, and participation levels. By tapping into the power of social media, the campaign transformed a simple act of pouring ice-cold water over one's head into a global phenomenon. The challenge successfully utilised the interconnected nature of online platforms, encouraging participants to nominate friends and celebrities, creating a ripple effect that reached millions. The campaign not only raised an astounding amount of funds for ALS research but also increased awareness about the disease exponentially. Its success lies in the perfect storm of simplicity, shareability, and a compelling cause, showcasing the potential of harnessing social media trends for meaningful and impactful charitable initiatives.

The #NoMakeupSelfie campaign for Cancer Research UK stands as a great example of the extraordinary impact a simple idea can have in charity PR. Empowering participants to post bare-faced selfies on social media platforms, the campaign not only embraced the authenticity of real, unfiltered beauty but also smoothly incorporated the act of self-expression with a powerful cause. Its genius lay in the natural spread of the movement, as individuals willingly shared their vulnerability to raise awareness and funds for cancer research. The hashtag quickly became a symbol of solidarity, with celebrities and ordinary people alike joining the movement. By harnessing the reach and influence of social media, the campaign effortlessly turned a seemingly trivial gesture into a global phenomenon, leaving a mark on both the public's perception of beauty and the fight against cancer. Its effectiveness lies in its simplicity, relatability, and the emotional connection it fostered with a cause that touches countless lives.

Macmillan Cancer Support's World's Biggest Coffee Morning stands tall as the epitome of feel-good fundraising endeavours. The triumphant PR campaigns have raised over £300 million for the charity since it launched in 1990. It has evolved into a social media sensation, generating anticipation and engagement in the digital realm leading up to the grand day. In 2017, Macmillan, in collaboration with the marketing agency Ayima, harnessed the power of Facebook to propel participation to new heights. Their strategic focus on video content, employing dynamic formats like boomerangs and GIFs, not only captivated audiences but also amplified the infectious excitement surrounding the event. The remarkable success of the World's Biggest Coffee Morning reminds us of the profound impact that creativity and community can have in making a difference. This event not only raises funds but also brings people together in a shared cause.

Comic Relief has perfected the art of running impactful publicity campaigns, with Red Nose Day standing out as a prime example. This annual event brilliantly combines humour, creativity, and a strong dedication to philanthropy, resulting in successful fundraising, heightened awareness, and increased public engagement. Red Nose Day serves as a powerful illustration of how a well-executed publicity campaign can effectively promote a charitable cause. It underscores how publicity campaigns don't always have to be serious to have a meaningful impact. In our own charitable efforts, we can gain valuable insights from the strategic brilliance of Red Nose Day, recognising that a cleverly designed campaign can capture attention, generate support, and leave a lasting impression on the public consciousness.

Even the best-intentioned PR stunts can sometimes veer off course, but that's just part of the journey. With strategic foresight and a dash of creativity, your charity's message can be transformed into a PR stunt that not only meets the mark but also captures hearts and minds. Take a moment to explore our most impactful PR campaigns on our case studies page and see what's possible with the right approach.Concerned about ensuring your PR stunt is a hit, not a miss? Click here to connect with the Don’t Panic team, and let's craft a campaign that turns heads for all the right reasons!