Sickkids Foundation: Family Tree [video]

Credits & Description:

Agency: Cossette
Client: SickKids Foundation
Product: SickKids Hospital
Title: Family Tree
Production Company: Thinkingbox
Media Agency: OMD
Global Chief Creative Officers: Carlos Moreno, Peter Ignazi
Creative Directors: Mario Cesareo, Sarah Rutherford
Associate Creative Director: Noah Feferman
Senior Copywriter: Elijah Di Gangi
Senior Art Director: Andy Ng
Art Director: Anton Mwewa
Account Executive: Lily Dang
Account Director: Daniel Dolan
Group Account Director: Melissa Levenberg
VP Client Lead: Tishan Canagasaby
SVP Strategy: Rosie Gentile
Senior Digital Project Manager: Annekatrin Mueller
Technical Director: Sukhdeep Gill
Senior Strategist: Rebecca Shrimpton
VP, Direct and Digital Marketing: Heather Clark
Director, Direct and Digital Marketing: Noelle de la Mothe
Associate Director, Direct and Digital Marketing: Vanessa Teall, Lana Chen
Manager, Direct and Digital Marketing: Nathalie Copas
VP, Brand Strategy and Communications: Lori Davison
Manager, Brand Marketing and Communications: Tina Tieu-Lafrance
Media: OMD
Country: Canada
Date Of Campaign: February 16, 2018
Background:
SickKids Foundation is the fundraising organization for the Hospital for Sick Children whose mission is to make every kid a healthy kid.
Idea:
Our target was anyone living in the Greater Toronto Area with a propensity to become long-time donors. Our existing donor database gave us few insights beyond traditional segmentation like gender, geography and monetary value. An external list purchase was expensive and likely ineffective in generating leads (list fatigue being the key concern), as these lists are often shared with other fundraisers.
Results:
In keeping with our goal of generating donor prospects, we did not ask for donations. We simply asked people to show their support by lending their name to the Family Tree. Once they joined, people were given the choice of “opting-in” to receive future SickKids communications.