Finding regular heroes
Donations to the Red Cross spike in the aftermath of major disasters, especially those covered heavily in the news. But their services also need support for victims of day-to-day disasters that don’t make the headlines.
Our search for regular donors began through predictive modeling and extensive quantitative and qualitative research. Once a picture emerged, we tested over 100 creative executions to find the best way to reach them. ROI exceeded 16:1, giving the Red Cross a new national donor base of 80,000 active donors.