Hero Fundraising Campaign
Second Harvest, a nonprofit in Canada whose mission is to donate uneaten food to shelters and families in need across Canada required assistance with their yearly Hero Fundraiser event and raffle. Due to the lottery and raffle laws in Canada, Second Harvest could not collect money orders electronically. Instead, the nonprofit volunteers have to collect raffle ticket purchases manually. The data collected about those who donated by purchasing tickets were recorded on paper order forms, however not enough information was know about each patron and all of the collected data was not being filed or electronically stored. Thus, every year, the nonprofit was unable to know who their top volunteers were for collection sales and did know know enough about their patrons. This brief only gave 72 hours to come up with a potential solution that Second Harvest would be able to implement to track sales and engage both their volunteers and potential patrons and spread awareness for the Hero Fundraiser and event.
An online experience was developed that allowed volunteers to be able to have their own unique fund raising page that potential patrons could visit and donate to. To increase ownership of raffle ticket sales, volunteers were now called "Champions" and depending on how much they were able raise would determine wether they were a green, silver, bronze or gold Champion which had incentives for each level. This allowed Second Harvest to identify their top performers. Even though payment for the raffle tickets still had to be manual, this online experience allowed for better tracking of patron data and sales. Instead of paper tickets, electronic ones were sent after payment via email along with links to engage in social experiences.To increase awareness, an online social campaign was developed to promote donation and support of the Hero Fundraiser through a clever Hero Filter app that could be shared across social media platforms. Lastly Get A Bag, Give a Bag Campaign was conceptualized to spread awareness and support. The campaign strategy would call for local grocery stores and the Second Harvest website to sell reusable canvas grocery bags printed with bold Hero Fundraiser messaging. For every bag purchased, a sister bag would be de be given to a family or shelter in need with the next Second Harvest delivery of food, to show that the community supports the initiative as well as as having a practical way of reducing paper and plastic bag usage. This campaign proposed to have online and social ads as well as radio spots. All coding, marketing development, user experience mapping, wire frames, mock ups and working prototypes were presented to Second Harvest within the requested 72 hour timeline. Second Harvest is now implementing this proposal.
Marketing Campaign Development
USER JOURNEY MAP DEVELOPED BEFORE WIRE FRAMES & MOCKUPS.
ONLINE RAFFLE EXPERIENCE.
HERO FILTER EXPERIENCE.
GET A BAG GIVE A BAG SOCIAL EXPERIENCE.