While Shriners Hospitals for Children® was experiencing triple-digit growth year over year, the team knew continuing that growth presented an exciting challenge for the organization. Utilizing our Neuro-fundraising lab, research findings showed that the digital donor audience, with an average age of 60, had a limited awareness of Giving Tuesday, what it means, and why they should give to support it. That meant this year it would be more important than ever, if we were to be successful in driving growth, to simultaneously engage, educate and inspire donors.
For Shriners Hospitals for Children® and their agency partner, Edge Direct, the goals were fivefold:
Founded in 1922 to provide life-changing care for children suffering from the crippling effects of polio, Shriners Hospitals for Children® has evolved into an international medical system. Recognized as one of the world’s greatest health missions, Shriners Hospitals for Children® delivers specialized treatment for orthopaedic conditions, burns, spinal cord injuries, and cleft lip and palate, regardless of the families’ ability to pay.
The Edge Direct team of campaign strategists, digital fundraising experts, writers and designers, and production staff developed an integrated multichannel strategy that leveraged advanced segmentation and customized calls to action—all built around the campaign theme, “Go the Distance.”
The campaign was an enormous success: boosting awareness of Giving Tuesday, increasing audience reach, and breaking all previous records for the organization for Giving Tuesday fundraising. Shriners Hospitals for Children achieved 300% gross revenue growth within 3 short years of launching this campaign. Among the keys to success were:
For this project, Edge Direct received a MAXI award in the Nonprofit Special Appeal category from the Direct Marketing Association of Washington (DMAW).