Our main goal was to make sure Stichting Kinderpostzegels was able to collect as many donations as possible, in times of corona.
The concept of the campaign is called: ‘Geef een veilig thuis’, which can be explained in two ways: it activates people to give donations and explains the main theme giving children a safe home. Sympathetic and activating at the same time.
The campaign construction consists of four layers: school activation, corporate story, collecting week and fundraising.
The corporate part of the campaign points out the heritage of Stichting Kinderpostzegels and highlights the strong positioning they have obtained over the years. In the commercial we show their heartwarming projects and tell what they have achieved, since their foundation in 1924.
We’ve designed all items for this campaign, including videos, radio commercials, display banners, social media advertising and together with publishers we have created branded and native content.
The videos had almost 4.000.000 impressions and have a completion rate of 85%. The total campaign generated over 5.000.000 unique impressions and, at the first day of the collecting week, already 220.000 people visited the website. Besides a lot of awareness for Stichting Kinderpostzegels, traffic to the website was +150% increased, compared to last year: a phenomenal result.
To make sure as many schools and kids as possible were able to participate in the collecting week, we created a unique cardboard box to make sure kids were able to collect donations safely, in times of corona.
Next to that, we created all the assets for the Kinderpostzegelactie. For instance posters, an introduction letter, a special version of the order form, envelopes, roadmaps and infographics.
Our research department conducted an in-depth research among schools to be sure we were aligned with the needs from schools, during corona-times. Assets like the order form, the cardboard box (including the QR code) and the roadmap are very well judged by participating children and teachers and, next to that, 80% of this year’s participants say they are very willing to participate again next year.
To make people aware of the possibility to become a (structural) donor of Stichting Kinderpostzegels after the collection week, we created a fundraising campaign.
Via display, social media and e-mail marketing we further explained the importance of donation and activated people to become a (structural) donor.
Partly thanks to our campaign, Stichting Kinderpostzegels was able to collect a huge amount of donations, even in times of Covid. With an average order value increased by almost € 8,- (a growth of more than 60%) we can say it was: successful.
Just let us know if you need help and we will come back to you briefly.
Marc de Roo
+31(0) 20 670 06 00