SickKids – Believe

The SickKids Foundation wanted to raise $79 million in 2007 (beating the previous year's record of $70 million), at a time when charitable fundraising had never been more competitive.
Agency: Ethos JWT

SickKids – Believe

Silver: Events, Seasonal and Short-Term

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): October 2006-December 2006.Start of Advertising/Communication Effort: October 2, 2006.Base Period for Comparison: Fiscal 05/06 (ending Mar 06) & Oct–Dec 2005.

Canadian charitable fundraising has never been more competitive than it is now. The number of registered not-for-profits increases each year, while the proportion of Canadians who give to charity remains largely the same. Larger not-for-profits have launched very public marketing and lottery campaigns to attract attention and dollars, and the term “strategic marketing” has become commonplace in the charitable...

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