The Infinite Power of One—A Non-traditional Fundraising Campaign for the Cancer Research Alliance
September 23, 2009 | Giving Back | 1 Comment
Challenge:
What happens when there is no product to sell, and all you can promise a customer is a warm, fuzzy feeling? This is just one of the hurdles we had to overcome for the Cancer Research Alliance. Home to nine Nobel Prize winners, CRA member centers have a long history of groundbreaking achievements in cancer research. There was, however, virtually no awareness of CRA or what it stands for among a target audience that includes pretty much everyone.
Strategy:
Convince potential donors that they can have the satisfaction of pushing cancer research ahead by donating $1 and passing the message along to others who will do the same.
Promise:
PeakBiety developed a cause marketing campaign around the theme, “The infinite power of one.” Email marketing, Web banner ads, radio spots and a Web-aired video explain that, if everyone gave just one dollar and passed the message on to their friends, the face of cancer would be forever changed.
One of the animated online banners from the campaign
Results:
The campaign is still running, so no final numbers are yet available.
To see more of the work from the campaign, including radio spots and e-blasts, click here.
Tags: brand positioning, case study, creative, fundraising, non-traditional, pro bono, web
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