After 4 years in-market with the VS campaign, we realized we were about to hit a significant milestone: almost 1 million unique donors had joined our fight. We were just 10,000 donors short. This provided us with a unique opportunity to harness the 'Gradient Effect', where people are more likely to donate when a fundraising campaign is close to achieving their goal.
We decided to tap into the power of behavioural economics, and encourage donors Ontario-wide to help us meet our 1 million donor goal and become part of history.
