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URGENT YEAR-END DRIVE

Counting down to a cure for MS

CONTEXT

The December campaign is the final opportunity of the year for constituents to end the year on a positive note and to show their support for everyone impacted by MS. It is also the last chance to make a 2023 tax-deductible gift. A vital fundraising goal of $1M by year-end was a driving force in the campaign messaging, to help build urgency, encourage participation and update supporters on our progress towards the goal.

RESULTS

The overall campaign tone was direct in expressing urgency, with an emphasis on this being the most important fundraising opportunity of the year and the last chance for supporters to make an impact in 2023. Messaging also leveraged tax-deductible gift giving incentives. Donors helped fund research and programs/services for loved ones and everyone living with MS. Full campaign deliverables included a 9-email stream, website and paid media assets.

CONCEPT EXPLORATION

Represented through email header applications, visual and messaging options that align with brand guides while offering a departure from current interpretations and previous work

SET 1
• Simplified countdown callout options (GIF and live text)
• Reinforcement of brand mark, supporting patient or message
• Urgency callout options
• Photo and direct graphic solutions

SET 2
• Simplified goal badge — something similar could be created for a countdown message to replace during the stream
• Reinforcement of brand mark supporting patient in photo
• Color dominance options
• Additional badge options at right

SET 3
• Substantial countdown badge, no achievement status
• Reinforcement of brand mark, supporting message
• Urgency callout options

FINAL DIGITAL ROLL-OUT

Opting to apply the new creative exploration in the new year while remaining consistent with 2023 direction for the Year-end Drive, an array of paid digital media including Meta DCO — animated and static social posts were developed and released into the wild.

STATIC DISPLAY

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ANIMATED DISPLAY

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