Year End Giving Campaign
#GivingTuesday / PSA – Phase I
This campaign was the most delightful batch of chaos I got to assemble, it also served a big learning experience for us. And the learnings from this campaign were applied to the 2017 SuperWalk and 2017 Year End Campaigns.
So… Yay, useful!
Researchers – Phase II
"Your Giving Fuels Research"
We produced six videos profiling Parkinson Canada funded researchers in November 2016, the decision was made to use three of the six for the year end giving campaign.
In hindsight, I would advocate to use just one and save the two others for use a different set of appeals in the first quarter of the next year.
However, the three videos had a good response, especially through the email solicitations.
Blake Bell – Phase III
Blake’s story was the most organically successful of this campaign. And served as a great learning moment. Because his story is uniquely his, told in his voice, the audience response was exceptionally good. Especially when compared to the Giving Tuesday PSA. The PSA has more money behind it’s media buy and ran throughout the month of December. So, the data of course skews heavily towards it being the biggest set piece for the campaign. However, in that “pound for pound” comparison, Blake’s story averaged more views, longer engagement and better conversions in all channels, social media and through the email solicitations.
A side note about this, Blake is such a kind person. He displays his heart and soul unapologetically and instinctively. As a subject, it was a pleasure and an honour to help tell his story.
Joyce Gordon – Phase IV
The “Home for the Holidays” style stewardship piece. The repsonse to this peice was also exceptionally favourable. And again, in that ‘one on one’ lens of comparative analysis of the data, this video also kind of outperformed the PSA piece.
A direct to donors stewardship message from the CEO. Also the first shoot on a new camera system.
Tax deadline – Phase V
Tax return deadline appeals.
This module is the last push before the Midnight, December 31st cut-off for donors to make that last gift for 2017, to be claimed in the Tax Return.
The creative for this module didn’t feature a video, but that’s because the message is so deadline oriented. So the creative is like a visual summary and a reminder about the deadline.