Sick Kids: Sick Kids vs conventional fundraising

Toronto, Canada's SickKids Children's Hospital needed to raise $1.3bn over six years to build a new facility so it ran a long-term campaign that evolved annually to drive one-off and monthly donations.

Campaign details

Brand: SickKids FoundationBrand owner: SickKids FoundationEntrant company: Cossette, TorontoMarket: CanadaSector: Charities & voluntary organisationsMedia channels: Email marketing, Online display, Online video, Outdoor, out-of-home, Search marketing, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Funding a new SickKids Hospital was the largest fundraising initiative in Canadian healthcare history. Conventional fundraising would've fallen $300m short. The aggressive goal demanded a radical approach.

This is the story of building a cult hospital brand that delivered outstanding, transformational growth. It shows how a shift...

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