FUNDRAISING IMPACT THROUGH CREATIVITY

Team

Anica Bussell

Michaela Britt

Andrew Corke

Ronald McDonald House Charities

GWS/SEQ/SYD/ SA/VIC-TAS

Santa for Sick KidsChristmas Appeal

HIGH COMMENDATION

Sam Strathum

Tahlia Zaloumis

Rob Novotny

The Santa for Sick Kids appeal started in 2020 following a pandemic pivot by several Ronald McDonald Houses. RMHC South Australia, Sydney, Greater Western Sydney and Vic/Tas decided to collaborate on a Christmas appeal with the support of digital agency, Elevate Fundraising.

They wanted to create a digital Christmas campaign focusing on how important Santa is for the sick kids and families who stay at the RM Houses during the festive period. The concept “Be a Santa for Sick Kids” was developed creating a sense of ownership by asking the donor to actually Be a Santa for a sick child this Christmas. This emotive and fun messaging, combined with a distinct creative design allowed it to get cut through during the busy Christmas season.

To recognise donor support and deepen the emotional connection, their name was placed on the door of the family for the night they gifted. This connection was strengthened further by developing an interactive Christmas tree whereby the donor was able to leave a message on the tree for the sick kids and their families.

The aim was to gift 1,173 nights. At $160 a night the fundraising target was $187,879. At the end of the campaign $511,680 was raised from 3,390 Santa’s gifting 3198 nights, a 272% increase on the goal. They also acquired many new donors raising more than $171,000 for 1,609 nights through Facebook acquisition.