Going direct to donors

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Title

Going direct to donors

Advertiser:

SickKids Hospital

Year:

2012-2017

Source:

Strategyonline.ca

Product Category:

Charities

OOH Format:

public transit, Static and digital billboards

Country:

Canada

Objective:

Drive more donations to the foundation

Target Group:

All Canadians, of all ages.

Strategy and Media Used:

SickKids positioned itself like a “performance brand” in the vein of Nike and Under Armour. “VS” creative appeared on billboards, dominated Dundas Square and streetcars and all signage at the hospital. A 2 minute film aired during the Toronto Maple Leafs home opener, online films shared patient’s stories, “MomStrong” and “DadStrong” campaigns showed how difficult it is to have a sick child but also how important it is to join them in the hospital

Results:

The SickKids platform launched with the audacious goal of generating $1 billion in donations over five years. The “VS” platform and the follow-up content pieces helped SickKids report an all-time donation record of $57.9 million from October 2016 to December 2016. Online donation revenue increased 695% and the average donation increased 63%. Just as important, the foundation saw an unprecedented increase in male and millennial donors as a result.