Marketing for a Cause: Driving Impact for the Zebra Child Protection
I worked part-time for the Zebra Child Protection Centre for 7 months. During this time, my responsibilities included running digital marketing campaigns, which involved email marketing, social media marketing strategy and execution, as well as writing blogs. The objective of these campaigns was to educate individuals about the impacts of child abuse and to raise funds to support the centre.
Campaign Highlight: Increasing Donations for Giving Tuesday
I executed a Giving Tuesday campaign to to raise funds for the organization and create awareness for child abuse.
Approach:
I designed a fundraising strategy that went beyond merely asking for donations. By tying each dollar amount to a tangible outcomes (i.e donate $50 and give a backpack full of essential items to a kid in need), I made the act of giving feel more personal and impactful. This creative approach encouraged donors to contribute more enthusiastically.
I leveraged various channels, including email marketing, blog writing, video marketing, and social media marketing, to reach a diverse audience. My ability to create compelling content across these platforms ensured that our message was effectively communicated to potential donors.
To foster community participation and raise awareness, I initiated a selfie challenge. This not only encouraged individuals to share their reasons for giving but also created a sense of collective action around Giving Tuesday and the Zebra Centre.
Impact:
As a result of the above strategy and tactics, this campaign generated 200% more donations for Giving Tuesday in comparison to the previous year.