Gift a night so sick and injured kids can sleep tight
Acquisition
Be a Santa for Sick Kids is a digital fundraising acquisition campaign that raises money to fund nights of accommodation for sick kids and their families staying at Ronald McDonald House.
192%
increase in 2021 donors
$171K
raised through Facebook acquisition
3,198
nights gifted in total
The Challenge
Ronald McDonald House Charities approached us to develop a Christmas appeal campaign to acquire donors over the Christmas period.
The goal was to raise enough to cover 1,500 nights of accommodation at the house, with the cost of one night being $160.
Our Solution
Understanding that a Christmas theme was important, we developed the concept “Be a Santa for Sick Kids” and created a sense of ownership by asking the donor to “Be a Santa” for a sick child this Christmas.
We focused on the importance of keeping families together during Christmas and the notion that a ‘night’ of accommodation is a tangible gift for a sick child.
We developed a simple microsite with powerful imagery of the children and made the call to action very prominent: “Gift a night so sick and injured kids can sleep tight”.
An emotive yet fun tone to our messaging combined with a distinct creative design allowed us to stand out and get cut through during the busy Christmas season.
To recognise a donor’s support and deepen the emotional connection, we placed the donor’s name on the door of the family for the night they gifted.
In 2021, we strengthened the emotional connection even further by developing an interactive Christmas tree whereby the donor was able to leave a message on the tree for our sick kids to see.
What We Did
Strategy
Proposition
Identity
Creative
Acquisition
Content
The Results
Over the past two years we have grown the “Be a Santa for Sick Kids Campaign” and increased the number of new donors for Ronald McDonald House Charities.
- 3,388 donors in 2021, compared to 1,157 in 2020
- $171,377 from new donors in 2021, compared to $129,100 in 2020
In total the campaign funded 3,388 nights of accommodation for RMHC, smashing their target of 1,500 nights.
What our clients said
