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Situation - Need to Increase In-Kind Donations A non-profit wanted to increase in-kind vehicle donations, in order to help underwrite their operating costs and bring their services to more people in need.
Insight - Identifying the Right Audience Local, affluent households index very high for print newspaper and print advertising, as well as for charitable donations.
Strategy - Targeted, Engaged Audience Focus on print ads to reach a premium, engaged audience most likely to be open to supporting charitable organizations through donations.
IMPACT - Increased average monthly vehicle donations by 1500% over the course of the campaign. • Jan 2015 – Oct 2015 saw 5 vehicles donated. • Nov 2015 – Feb 2016 saw 32 vehicles donated. • They had 17 donations in December alone. The most they had seen in a month before then was 2.
PRODUCTS USED Print, Display
CJ Media Case Study | Charity: Ronald McDonald House
R M H C WA N T E D TO I N C R E A S E I N - K I N D
D O N AT I O N S V E H I C L E D O N AT I O N S .
B Y F O C U S I N G O N P R I N T TO R E A C H A N
A F F L U E N T, E N G A G E D A U D I E N C E , T H E Y
• INCREASED MONTHLY VEHICLE
DONATIONS BY +1500%
S T R AT E G I C I N S I G H T
L O C A L , A F F L U E N T H O U S E H O L D S I N D E X
V E R Y H I G H A G A I N S T B O T H P R I N T A N D
C H A R I TA B L E D O N AT I O N S .
SPEAK FOR THEMSELVES