Launching a multichannel, time-bound campaign to attract and convert new supporters

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To focus on brand alignment and culture, Children International had turned off its biggest acquisition channel (face-to-face canvassing) a few years prior to this campaign launch. However, the organization was suffering and needed to bring on new sponsors and donors quickly.

 

This campaign had to achieve many goals. First and foremost, it needed to convey a sense of urgency to potential supporters, including a compelling call to action for them to join our cause. We developed three creative concepts, including overarching messaging, which were tested via an online user-testing platform. Then we conducted additional testing on the winning concept to refine the message, visual approach, and digital and video components. 

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We developed a campaign playbook, documenting the messaging and visual approach for the campaign. The majority of campaign creative was developed internally by our in-house agency and included: e-mail journeys, landing pages, videos, social media posts and more. Digital banners were developed by an external partner agency. 

 

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We met our target goal.