Children’s Rights, a national non-profit organization that protects the rights of children in child welfare, juvenile justice, healthcare, and immigration systems, had to restrategize its entire fundraising approach due to COVID-19. As traditional efforts like in-person events and galas disappeared overnight, a smart pivot in thinking led to a digital-first campaign that would rise above the noise of the growing, crowded virtual fundraising landscape. A current, action-driven narrative united corporate donors and individual donors in innovative ways.
Raise awareness of the profound impact Children’s Rights has on child welfare systems and adapt their in-person gala into a celebrity-studded virtual event.
Fundraising Campaign Strategy
Social Media Activation
Despite their work positively impacting over 1.5 million kids across the United States, Children’s Rights had relatively low awareness, especially across digital channels.
Our strategy led us to the insight that their work into improving systems for kids fit perfectly within the timely conversations around systemic change in the US. From there, we created the “Children’s Rights Are Never Wrong” campaign which worked as a foil to the divisiveness spearheaded by the 2020 Presidential Election.
Hope For Kids
Children in state care face daunting and complex government systems, and can often feel very alone and afraid. These broken systems perpetuate cycles of poverty, abuse, and discrimination that must be dismantled.
Strava Children's Rights Challenge.
For the launch of the campaign, we partnered with the fitness app Strava to create the Children’s Rights Challenge, which garnered over 113K participants and helped double their email acquisition. To elevate the campaign’s reach, we created a paid media campaign that placed highly-targeted ads across social channels and armed corporate partners with fundraising tools, such as messaging guidelines and a toolkit for donor outreach.
The campaign culminated with a well-received virtual event which was held on November 18, 2020. Replacing an in-person gala, we created and managed a virtual event platform inclusive of pre-recorded content, live discussions, and an interactive fundraising element. Appealing to those looking to help create change, we tapped into our coveted roster and booked celebrity voices to lend their support for Children’s Rights work, including Rosario Dawson, Ashton Kutcher, Mila Kunis, Alicia Keys, Swizz Beatz, Christy Turlington Burns, all capped off by a performance by Cyndi Lauper.