A campaign to fund hope

VIDEO | TV | PRINT | SOCIAL | DIGITAL

Seattle Children’s philanthropic efforts help fund life-saving surgeries and game-changing research for children throughout the region, and the world.

With the global impact of COVID, worthy causes are competing for dollars more than ever before. With Seattle Children’s relying heavily on donations every year—which help make coordinated care possible for every child who needs it—we had to convince donors to give to Children’s during these once-in-a-lifetime times.

Meet Malachi, an unstoppable force
Born with spina bifida, hydrocephalus, congenital heart defects and growth disorders, the odds were stacked against Malachi before he was even born. With lifesaving surgeries and ongoing specialty care from one of the top pediatric hospitals in the U.S., he not only survived but is thriving.

So it made perfect sense for this campaign to tell the story of his family's resilience, and the generosity of donors in action.

The right message at the right time, in every medium

Informed by the consumer donation journey and data points, a full funnel integrated campaign reached potential donor during key donation days.

Paid social engaged hearts and prompted action

Strategic media weighting and flighting gave us the ability to build and expand audience segments on the fly based on real-time data. This approach allowed the social campaign to gain momentum over the course of the month.

The creative told a beautiful, powerful and triumphant story. But the results...they speak for themselves.

– Wendy Pinero-DePencier, Chief Marketing and Communications Officer at Seattle Children's –

Where hope is funded

With the entire campaign leading to the online experience, it was Malachi’s time to shine. So we had to reinforce the need with Malachi’s full story while getting people to do what matters most—donate.

The Smashing Results

236%

above industry VCR benchmark
on long-form content

396%

increase YoY in visits to donation form

44%

over donation volume goal

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