TO FROM CAMPAIGN by Rodgers Townsend for Outreach International

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TO FROM CAMPAIGN

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United States
Agency Rodgers Townsend
Art Director Steve Laliberte
Designer Erik Tatham
Released November 2010

Credits & Description

Category: Loyalty/Continuity Schemes
Advertiser: OUTREACH INTERNATIONAL
Product/Service: CHARITY
Agency: RODGERS TOWNSEND
Date of First Appearance: Nov 1 2010
Entrant Company: RODGERS TOWNSEND, St Louis, USA
Chief Creative Officer: Tom Townsend (Rodgers Townsend)
Creative Director / Writer: Erik Mathre (Rodgers Townsend)
Art Director: Steve LaLiberte (Rodgers Townsend)
Designer: Erik Tatham (Rodgers Townsend)
Media placement: Internet Videos - 2 Videos - Internet - 1 October 2010
Media placement: Direct Mail - 1 Direct Mail - UPS - 1 October 2010
Media placement: Posters - 3 Posters - Church Groups - 1 October 2010

Describe the brief/objective of the direct campaign.
For over 30 years, Outreach International has helped Third World villagers overcome poverty not by giving them handouts, but by teaching them how to help themselves.
The past two years, traditional fund-raising efforts had dropped by 40%. Outreach International wanted its year-end campaign to demonstrate the huge impact that small everyday basics can do to help the poor fend for themselves.
Strategically, increase donations by driving gift-giving online and at call centres. Secondarily, develop buzz around the unique approach of the organization.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
It’s difficult to know where your money goes when you donate to a charity. What’s more, during the holidays it’s easy to forget about those who should be the unforgettable.

This year, we chose to reframe the idea of gift giving. We wanted to demonstrate how giving the basics could make an extraordinary impact on someone’s life. Each of the items we chose to highlight were the charity’s biggest sellers when it rolled out its first holiday catalogue in 2009.

To us, demonstrating the ease of giving would break the inertia of putting it off.

Explain why the creative execution was relevant to the product or service.
All too often, donating to charities is tossed to the back of our minds. It’s something we should do, but doesn’t either because it’s time consuming or we don’t really see the impact our money makes on others. This campaign demonstrated why the most impactful gifts can also be the easiest choices to make. The posters presented the idea that the most effective gifts were the simplest basics. The videos, using humour, dramatized that there were far easier ways to dress up a gift. Our media kit re-invented the idea of a gift basket in a whole new way. It was sent to attendees of churches, college events, visitors of the Outreach International website and past donators.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• Overall donations increased by 52%.
• Overall net profit increased from $76,000 to $120,000
• 53% of all donations came through the Outreachshop.org site, a significant change in donation habits.
• Most importantly, the campaign reversed a downward trend in overall donations.