Shriners Children’s™

A Year of Impact Through a Giving Tuesday Campaign

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Health Care

Project Overview

While Shriners Children’s™ 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 Children’s™ and their agency partner, Edge Direct, the goals were fivefold:

  • Increase awareness of the significance of GivingTuesday and what it means to Shriners Hospitals for Children.
  • Expand the reach of the campaign through an integrated multichannel marketing strategy.
  • Hyper-target donor and prospect audiences to ensure we are reaching the right audience, at the right time.
  • Develop inspirational creative and messaging, driving traffic to the organization’s website.
  • Convert and increase average gift for the mission’s high-value donors.

Founded in 1922 to provide life-changing care for children suffering from the crippling effects of polio, Shriners Children’s™ has evolved into an international medical system. Recognized as one of the world’s greatest health missions, Shriners Children’s delivers specialized treatment for orthopaedic conditions, burns, spinal cord injuries, and cleft lip and palate, regardless of the families’ ability to pay.

We increased traffic to the Giving Tuesday donation page by more than 134%

Our Solution

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 Children’s achieved 300% gross revenue growth within 3 short years of launching this campaign. Among the keys to success were:

  • Increasing Awareness
  • Increasing Reach
  • Converting High-Value Donors

For this project, Edge Direct received a MAXI award in the Nonprofit Special Appeal category from the Direct Marketing Association of Washington (DMAW).

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