How Platypus helped Dementia UK acquire new community fundraisers online


  • We have worked with Dementia UK since 2019
  • Time for a Cuppa is a flagship community fundraising event for the charity and we’ve supported with paid social recruitment of fundraisers
  • We’ve brought in new fundraisers at a return on ad spend of 2.94, raising 55% of the campaign’s total.

What was the challenge?

Time for a Cuppa is an annual event run by Dementia UK, encouraging people to share a cuppa and cake with family, friends, colleagues and their community and raise money for the charity. 

Dementia UK has great success with Time for a Cuppa every year, but they knew that they had the potential to really improve online sign up rates.

What did we do?

Over the last three years, we’ve worked with the Community Fundraising, Events and Innovation team to encourage users to sign up over Facebook and Instagram. Through testing different audiences and sign-up methods, we’ve helped the charity attract committed supporters who have raised vital funds, bringing life-changing support to families affected by dementia. 

We have monitored each campaign closely, focusing on imagery and copy that produced the best results.

Through a close relationship with Dementia UK, we’ve gained a deep understanding of its impact and work and collaborated to encourage people to raise funds to support and develop its dementia specialist Admiral Nurses.

We built on the lessons of the previous year for each campaign. We knew about the impact of the pandemic on online behaviour, we knew how their audiences responded post pandemic, and made sure we tested and responded to those changes.

What did we achieve?

We’ve recruited over 10,000 people through our Time for a Cuppa Meta campaigns so far.

In 2023, our campaign had a return on ad spend of 2.94. We also saw a 30% increase in average gift compared to our target.

Every year, we recruit supporters at a lower cost per acquisition than our pre-campaign target.

We continue to work with the Dementia UK team on getting even higher income in 2024.

Dementia-UK logo

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