SickKids Foundation: SickKids VS Conventional Fundraising

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

Campaign details

Brand: SickKidsAgency: CossetteCountry: Canada

Objectives

Business Objective:

Raise $1.3BN by FY22. Onboarded in 2015, with $1BN still outstanding, this meant driving a daunting +70% lift in donations by FY2020, then maintaining this higher donation level to fund the new hospital's higher expenses.

Marketing Objectives:

Broaden our donor base - driving donations among new audiences (particularly men), without alienating the traditional one.

Grow our monthly donor base – vital for funding the new hospital and later, its higher running costs.

Brand & Communications Objectives:

Create a strong brand - help SickKids stand out from...

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