Challenge

ACT for Alexandria needed to breathe fresh air into their year-end fundraising and tie their brand with the work they do. For many community foundations, it’s difficult tying their grant-making and fund development work to real live stories.

Strategy

ACT works to help people in need, and too often, that includes children. But ACT didn’t want to exploit the children and families, so we came up with a concept that would add hope to their cause: a storybook about Alex. Alex is a composite character drawn from stories gathered through nonprofits that ACT supports.

The fictionalized storybook concept helped ACT tie their direct mail campaign into email, with a new chapter in the story with each email, and tie their brand with the work they help.

By creating a fictional character and giving the family a happy-ending, ACT was able to tie their brand with the work they do and avoid exploiting real families who have needed help.

Outcome

Because of this campaign, ACT was able to raise more money from the year before and set the bar for online giving.

Copy

Direct mail piece

Once there was a family of two – a bright-eyed little girl, named Alex, and her mom – who lived in the storied harbor town of Alexandria. Last winter, the family of two lost their home.

When they were cold and alone, ALIVE! House opened their doors so the family of two could be warm, they could be close and they could stay together.

And ACT for Alexandria was there, because you care.

Email piece

Once there was a bright-eyed little girl named Alex who lived in the storied harbor town of Alexandria with her mom in a shelter. Every day, the little girl went to a small red-brick library where she saw great hungry lions, tall temples and bobbing toy boats.

She flipped through the pages with eager eyes. A friendly volunteer from The Reading Connection helped her learn the words to read the adventures that took her beyond the shelter’s walls.

And ACT for Alexandria was there, because you care.