A Door of Hope is a Christian foster licensing agency based in Tampa, Florida. The agency is a non-profit that helps license foster parents and assists with finding a home for children in foster care. Their funds are mostly generated through donations. A Door of Hope needed a larger gift than usual in 2016, so they asked us to help their fundrasier.
Raise $75,000 between October
and December 31st.
• There was recently a decline in their following.
• Most people do not realize the need for financial support for a private foster care agency.
With the recent decline in financial support, we knew we had to jump start this campaign with a new twist. We wanted to generate something that hadn’t been generated before by A Door of Hope so that the feeling came across fresh to the current followers. We needed people to care and act.
So we dove into what would cause engagement.
The hardest part about sharing stories involving foster care is that we are unable to show an actual foster child. We needed a story that would capture what a child goes through whenever they go into a foster home that is licensed by A Door of Hope.
Instead of providing A Door of Hope’s perspective, we chose the story of the child in crisis. We demonstrated the inner struggle of this child in crisis and then showed the outcome of that child having Christian home licensed through A Door of Hope. The “hero(s)” of the story were the ones who made this home possible either by becoming a foster home themselves or helping to financially sponsor a home.
This was the video that led the campaign. The largest accomplishment was showing it at a few churches that generated an overwhelming response.
Behind the Scenes
This was the concept video we first provided for the A Door of Hope. They fell in love with it, so we stuck to the original script very closely as we filmed.
Instead of directing people straight to the A Door of Hope’s website, we directed them to a separate landing page that fit the brand of the campaign.
Through a clear communication funnel, we wanted visitors to the website to give financially, but also share with it with others. The call-to-action was called “Give $5, ask 5.” The website directed the donor to give, then share through Facebook, Twitter or email.
The results ended up being that some would just give, some would do both, and some would just share. For the purpose of this campaign, any of these options were considered a “win.”
a.k.a Spreading The Word
What We Provided
/ Content Creation
/ Facebook Ads
/ Social Engagement
/ Graphic Design
/ Video Production
/ Website UX Design
The Bottom Line…
A Door of Hope was not targeted as the hero of the story in this campaign. If anything, they were just the ones guiding others to help. The story was developed to create a deep care for the need of more homes and a direct action on how to make it happen.
This campaign also strategized an organic sharing opportunity for all who got involved.Positioning the brand and story with a clear call-to-action is often the strongest marketing technique you can do these days.
Ready to talk about your campaign?