Case Study |
A Door of Hope
Christian Foster Care
A Door of Hope is a Christian foster licensing agency based in Tampa, Florida. The agency is a non-profit that helps license foster parents and assists with finding a home for children in foster care. Their funds are mostly generated through donations. A Door of Hope needed a larger gift than usual in 2016, so they asked us to help their fundrasier.
Raise $75,000 between October
and December 31st.
It was almost the end of the year and A Door of Hope needed $75,000 to successfully begin their new year, however they had recently seen a decline in their financial support. When they asked us as Paper Jacket what we should do, we thought of a simple campaign that would generate genuine care about A Door of Hope and provide clear direction of how to help.
• Time was limited.
• There was recently a decline in their following.
• Most people do not realize the need for financial support for a private foster care agency.
With the recent decline in financial support, we knew we had to jump start this campaign with a new twist. We wanted to generate something that hadn’t been generated before by A Door of Hope so that the feeling came across fresh to the current followers. We needed people to care and act.
So we dove into what would cause engagement.
Keeping it simple and straight to the point helped communicate what the need was, how we can get there, and how someone can get involved to meet the need.
The process was simple. Through the branding we identified the goal and positioned the need as what our community is fighting against. From there, we positioned the donor as the “hero” by them providing a home through their financial gift.
Branding + Video Production + Website to be strategically shown at a large church gathering along with a “Give 5 Ask 5 Campaign” using social media/email.
The hardest part about sharing stories involving foster care is that we are unable to show an actual foster child. We needed a story that would capture what a child goes through whenever they go into a foster home that is licensed by A Door of Hope.
Instead of providing A Door of Hope’s perspective, we chose the story of the child in crisis. We demonstrated the inner struggle of this child in crisis and then showed the outcome of that child having Christian home licensed through A Door of Hope. The “hero(s)” of the story were the ones who made this home possible either by becoming a foster home themselves or helping to financially sponsor a home.
This was the video that led the campaign. The largest accomplishment was showing it at a few churches that generated an overwhelming response.
Behind the Scenes
This was the concept video we first provided for the A Door of Hope. They fell in love with it, so we stuck to the original script very closely as we filmed.
Instead of directing people straight to the A Door of Hope’s website, we directed them to a separate landing page that fit the brand of the campaign.
Through a clear communication funnel, we wanted visitors to the website to give financially, but also share with it with others. The call-to-action was called “Give $5, ask 5.” The website directed the donor to give, then share through Facebook, Twitter or email.
The results ended up being that some would just give, some would do both, and some would just share. For the purpose of this campaign, any of these options were considered a “win.”
a.k.a Spreading The Word
Orphan Sunday was the largest debut for this video and the campaign. Churches around the area were contacted and asked to highlight Orphan Sunday in November by presenting the video and the printed post cards.
After posting the video on social media, we also asked every donor to invite 5 of their friends or family to also donate and ask 5 others. This generated the organic reach we needed due to not having a budget for advertising.
4×6 cards were designed and printed around the campaign and gave clear direction of what to do. It gives three easy steps and was titled “Give $5, ask 5.”
$100,00 in donations.
This campaign became A Door of Hope’s most profitable campaign to date, despite the recent reduction of followers and fianncial support. It paved the way for further development of their brand, more social interaction and easier access to donations throughout the rest of the next year.
What We Provided
/ Website Design
/ Social campaign
/ Facebook management
/ Email Marketing
/ Video Production
The Bottom Line…
A Door of Hope was not targeted as the hero of the story in this campaign. If anything, they were just the ones guiding others to help. The story was developed to create a deep care for the need of more homes and a direct action on how to make it happen.
This campaign also strategized an organic sharing opportunity for all who got involved.Positioning the brand and story with a clear call-to-action is often the strongest marketing technique you can do these days.
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