2014 Gold Awards for Fundraising Excellence Campaign of the Year: The Children's Center
The Children’s Center in Detroit went all out to create a campaign that truly embraced the notion of multichannel and gave some of our judges chills with its powerful messaging and far-reaching appeal.
- Pop-up restaurants: TCC created five impromptu dining experiences in places frequented by millennials. Promotions for the dining experience leveraged the influence of key millennials. Each event featured an informational video about TCC, conversation and food created by local, up-and-coming chefs.
- Yellow Coaster Hunt online contest: Several local bars and restaurants agreed to use special yellow coasters during a specific time period, and participants were asked to locate coasters, take photos and post them to their social networks.
- Social media: TCC live-tweeted during tours of its campus, then repurposed those tweets throughout its social-media calendar.
No doubt, this campaign is a multichannel masterpiece. But another thing that got the judges’ attention was the organization’s reason for submitting it:
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