The Doe Fund has long been supported by wealthy, older donors. We’re looking for that rare beast: the new, millennial donor. Research showed how important it is they feel connected to the cause. And how disconnected they feel from The Doe Fund’s work in rehabilitating addicts and prisoners. One quote from our research summed up the challenge: “It’s harder to give part of your paycheck to people who have made mistakes, who may continue to make mistakes, and who may have very different morals than you.”
Before we could ask for support, we needed to shift perceptions. As our audience was so quick to judge people, we asked them to do just that. When 47% of respondents attributed the quotes incorrectly, we used that as a chance to shift their mindset. To show that the beneficiaries of The Doe Fund didn’t suffer from a lack of morals, but a dearth of opportunity.
The campaign ran across Facebook, Instagram, Twitter and Tumblr. Our quiz format saw engagement jump by 586% compared to previous activity by the charity, and also saw followership increase by 14.5% among an audience The Doe Fund has previously struggled to reach.