The Oxfam Collection campaign generated substantial talk value, including articles in Fast Company and the Huffington Post, as well as inclusion in editorial lists about unique gifts. And the talk value translated into action: Traffic to the Oxfam Gifts website exceeded previous traffic records by 46%. More importantly, 64% of all purchasers were new customers to Oxfam, beating program goals and adding valuable prospects to Oxfam’s database for future fund-raising endeavours.