Campaign details
Brand: SickKids FoundationAgency: 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 and communications objectives
Create a strong brand - help SickKids stand out...