Hope, care and cures

TV | DIGITAL | SOCIAL | OOH

During the busiest fundraising season of all, we needed to remind people that every gift counts.

Seattle Children’s groundbreaking research is accelerating new treatments and cures for kids facing cancer, cystic fibrosis, epilepsy, diabetes and much more. Unfortunately, federal funding is scarce–childhood cancer research receives just 3% of federal grant allocations. The rest depends on generous people (yes, like you)!

To enable Seattle Children's to help more kids, the campaign needed to break through the crowded philanthropy landscape and inspire donors throughout the Pacific Northwest.

Putting a face on philanthropy

And an awfully cute one at that. Donor marketing research shows that people tend to give more when presented with a single identifiable child in need, so we introduced the world to Aliyanna, a spunky 2-year-old from Oregon. With her aggressive cancer diagnosis, she wasn't supposed to live past day one. But thanks to a groundbreaking research trial at Seattle Children's fueled by donations, Aliyanna beat those odds.

A gift for all kid-kind

The team captured first-hand accounts of Aliyanna and her mom, Daisy, during their appointments at Seattle Children's, and at home in Oregon to build an expansive, organization-wide holiday giving campaign. We got Aliyanna's doctors, nurses, family, and entire care team on board to illustrate the true impact of a donation: the gift of a lifetime.

Every gift counts when she’s counting on you.

To show donors why their gift matters so much, we put everything they needed to know into a seamless landing page experience. With Aliyanna’s story, undeniable numbers, and power claims about the innovative work happening at Seattle Children's, donors couldn’t ignore the impact their gift would have.

Driving donations

The campaign used a full-funnel approach, starting with awareness-level messaging about changing the odds for kids like Aliyanna, and transitioning to donor-specific messaging and direct asks.

The Smashing Results

+21%

increase
in year-end donations

+153%

increase in new donors.
The results exceeded all expectations

$300

average donation on the landing page

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