2014 Gold Awards for Fundraising Excellence Multichannel ($10 Million and Over) Winners
While current donors and future philanthropists may be moved in different ways, TCC settled on a message that everyone could get behind: “Children are the future of Detroit. If you want to heal Detroit, then we must first heal the children. For a brighter, future Detroit — help Detroit’s children heal, grow and thrive.”
With messaging no one could argue with, TCC launched a comprehensive campaign that included these elements:
- Direct mail: a two-stage direct-mail approach targeting volunteers and lapsed donors that featured a personalized pledge sheet as well as a Web address and QR code directing donors to a custom, responsive landing/donation page.
- Email: a series of five emails sent three weeks apart to reinforce the campaign messaging and call to action, with a link back to the custom landing/donation pages.
- Social media: TCC leveraged its 27-member, internal social-media team and a number of external key influencers, providing prewritten tweets and Facebook posts with selected campaign images, as well as Facebook cover images to make it easy for them to spread the word about the campaign. There was also a presence on Pinterest and Instagram.
- Telephone/face-to-face: continuing its traditional use of these channels.
- Donor acknowledgment letters: Campaign-specific thank-you messages helped close the loop.
Thinking outside the box to reach millennials, Gen X and Gen Y, the campaign also included:
- Pop-up restaurants: TCC created five impromptu dining experiences in places frequented by millennials. Promotions for the dining experience leveraged the influence of key millennials. Each event featured an informational video about TCC, conversation and food created by local, up-and-coming chefs.
- Yellow Coaster Hunt online contest: Several local bars and restaurants agreed to use special yellow coasters during a specific time period, and participants were asked to locate coasters, take photos and post them to their social networks.
- Social media: TCC live-tweeted during tours of its campus, then repurposed those tweets throughout its social-media calendar.
No doubt, this campaign is a multichannel masterpiece. But another thing that got the judges’ attention was the organization’s reason for submitting it: