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Charity Foundation "Gift to an Angel"
Social Campaign "Thank You"

RAN IN: Russia

CLIENT
Charity Foundation Gift to an Angel

AGENCY
Charity Foundation Gift to an Angel *Lead Agency


SUMMARY

“It takes 60 minutes for a child with CP to write “Thank You”. It can take you one minute to help by making a donation online”.-this is the main message of the campaign.As a result of implementing the “Thank You” campaign in 2018 we raised 5.4 times more donations than we had during the 2017, exceeding the original KPI by 2.7 times. Total of ₽11.4mm rubles were raised to fund 5 of the foundation’s programs. 1,300 children received other assistance from the foundation, 87 of which received special medical treatment

CASE STUDY

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CASE VIDEO


Audience: Our online donors represent all genders 25-44 y.o.Russian State Statistics Service identifies the same demographic as the largest group in Russia.Other disclosures:• Foundation “Public Opinion”, 2017 – age groups of 18-30 and 31-45 y.o. trust the philanthropic organizations the most, 55% and 49% respectively.• Dobro Mail.Ru (philanthropic portal of one of the largest internet services companies in Russia) 2017 – 62% of donors represent people of all genders, 25-44 y.o.Women represent 66% of donors and donate more frequently. Men’s median donations tend to be larger. Families represent a greater share of donors.

Objectives: Objective: Increase donor funding to enable the foundation serve a greater number of children.KPI: Raise the foundation’s public profile and reinforce donor loyalty.KPI: At least double the amount of online donations in 2018 over the ₽2.1mm raised during the previous 12-months.Objective: Change public perception of CP and foster culture of inclusiveness.KPI: Raise the public awareness of CP and stimulate interest to learn more.KPI: In 2018, at least double the number of unique visitors to our website over the 35 250 raised during the previous 12-months

Type: B2C

Language: English, Russian