Expand our Annual Holiday Campaign in Honor of our 25th Anniversary
Every year, we celebrate the holidays by giving back to a worthy cause. In recent years, Habitat for Humanity, Cradles to Crayons, Philadelphia Reads, and A Woman’s Place all have been the focus of holiday service projects, but this year needed to be different. This year, we’re celebrating our agency’s 25th anniversary, so we wanted to challenge ourselves to make our biggest and broadest program yet.
The nonprofit selected for this special effort: Feel the Warmth. Based in Jeffersonville, PA, Feel the Warmth helps over 4,000 children across the Philadelphia area who are without warm winter coats every year by collecting new and gently used coats along with winter gear, school supplies, and more.
A Digital Story to Inspire our Clients, Alumni and Employees
We started with a big idea. Something that could tell the Feel the Warmth story in an interesting, fun way while encouraging donations. And so, our creative team created the story of “The Lonely Coats” which came to life through a digital children’s storybook which explained how every coat needs a child to keep warm during the winter. Using a storybook landing page, we told an interactive tale of the coats who find themselves in the back of the closet - outgrown, a bit worn, or out of style - but still full of life. Then we promoted the story through email and social media - educating our audiences about the great work being done at Feel the Warmth and inviting donations of coats and money.
In honor of our 25th anniversary, we also invited client, partners, and local businesses to hold coat drives of their own, and four of them - Opportunity Finance Network, Edison Partners, Hamilton Building Supply, and Turnberry Solutions, Inc. - agreed to participate and helped us make an even more widespread impact. To top it all off, we invited our alumni to a special 25th anniversary celebration, asking them to bring a coat as a donation as their “price of admission.”
The Brand Action
Donations, Awareness, and Warmth!
Our digital marketing campaign succeeded on multiple levels - driving 15% more new visitors to our site, a 16% uptick in time spent on the site, and 10% increase in page views. Social media contributed, as well, with Facebook leading the way with a 800% increase in engagement! The best part? We also drove traffic for Feel the Warmth: its Twitter and Facebook properties benefitted from increased engagement and added followers during the month of December.
Of course, the main purpose of our campaign was to generate donations to Feel the Warmth’s coat drive, we’re proud to say that “The Lonely Coats” campaign resulted in the largest contribution to their 2015-2016 drive! With the support and generous donations from our clients and alumni, we provided more than 120 coats, more than 65 other winter items, and over $700. We were also able to spread the word about Feel the Warmth through a variety of media outlets. You can check out some of our coverage below.
“The Garfield team aligned with our brand and created social media posts, conducted media relations, made a generous monetary donation, and sponsored an incredibly successful children’s coat drive with their client partners.
The team’s generous donations provided coats and warmth to many local, less fortunate children. Their strategic and creative media campaign made a considerable contribution to raising the awareness of our organization in the Philadelphia area. We experienced an immediate growth in offers to host drives which directly impacts the number of children we can help.”
-Janet Shepps, Executive Director, Feel the Warmth