While they were experiencing increased growth from the direct response program, Second Harvest was looking for a fresh, unique approach to their holiday campaign. They were also looking for integrated support to align their direct mail, digital marketing and email channels.
The goal was to acquire $100,000 by achieving a 9% response rate.
The team devised a creative approach that evoked the nostalgia of childhood during the holiday season, and inspired supporters to share those warm feelings with Second Harvest’s clients through a gift. The campaign was themed around the Little Engine that Could, the 1930’s classic children’s book about the value of optimism and hard work – both of which being key values of the organization.
Strategically, we know that through the integration of channels, campaigns see a significant lift. So we put this strategy into action by developing channel-appropriate assets for direct mail, email and digital ad assets.
The campaign enjoyed significant success, bypassing the original goal by 32%, and proved that Second Harvest donors really were “The Little Engines that Could”.