When the pandemic hit in 2020, our key donor acquisition channel was obliterated: face to face canvassing. We suddenly needed to find an innovative way to acquire 1,800 new monthly donors during the worst months of the year for charitable giving: Feb & March. We knew from past research that people are more likely to give to charities if they have a personal connection. Since we could no longer rely on door to door canvassers, we decided to do something unprecedented for the charitable category: build a platform that could recreate these connections virtually.
We leaned into our most passionate base: SickKids "Alumni" (past SickKids patients) to share their success stories. We then replicated the canvasser experience with a little help of personalized postcards and AR.
Our client loved the work so much, they ended up finding money to make our little Kait video into a Super Bowl spot. And we also created a supplemental influencer campaign starring Mary Berg and Tracy Moore, both of whom shared their own stories.
