Children’s Healthcare of Atlanta (CHOA) engaged BKV to develop their first year-end online fundraising campaign. YOY contributions had declined in their traditional fundraising channels, and competition from other nonprofits in Q4 was on the rise. Their campaign objectives were twofold: To increase their average donation amount YOY, and to acquire new donors.
BKV’s creative team determined that the most compelling message for potential donors was a video — one that gave the audience a glimpse of the struggles and triumphs playing out at CHOA on a very average November day. Armed with only one camera, the team captured a powerful slice-of-life montage that invited the viewer to share in the emotional experience of these young patients, their families and their caregivers. As such, the year-end campaign became “#ShareTheHope.” The omni channel engagement strategy included multiple touches:
- On a central hub landing page designed to drive engagement and sharing, users were invited to watch the video, then to share a message of goodwill with children confined to the hospital during the holidays.
- After submitting their message, users were encouraged to share the campaign with friends via social media, and to make a donation.
- The campaign was integrated across multiple touch points — social media, paid media, SEO and email, as well as existing CHOA PR activities and offline advertising channels including collateral, direct mail and TV.
- CHOA’s owned social properties were ramped up to promote the campaign; targeted social media influencers and media/bloggers amplified the campaign message.
- Paid Facebook and Promoted Twitter were used to bolster awareness and engagement.
- A custom Facebook tab and mobile-optimized site encouraged views, messages and donations.
- Paid media drove awareness of #ShareTheHope during the first half of the campaign, then shifted focus during the second half to drive year-end donations.
The #ShareTheHope Campaign performed very well against every objective:
- YOY contributions increased 168%.
- Throughout the campaign, half of all donors were new donors.
- CHOA collected three times the number of new email addresses than anticipated.
- Messages to hospitalized children were a whopping 700% increase over the original goal.
- The video received over 60,000 views from social and paid pre-roll.
- A 6% growth in Facebook ‘likes’ and a 22% increase in Twitter followers were directly attributed to the campaign, offering the opportunity to build relationships with these potential new donors over time.
The viral nature of the campaign was indisputable. Overall, the campaign messaging was seen over 40 million times, or nearly eight times per second over the course of the 58-day campaign. Innumerable impressions were driven by earned media such as social networking sharing and high-profile editorial placements on local NBC and Fox affiliate news. The story was immediately picked up and updates were broadcast during local news segments on several occasions.