Strike a Match

On top of that, there were some creative refreshes for the campaign to focus on the storytelling and the corporate match.

Scaled back but still on target
Despite the scaled-back effort last year, the 2012 campaign proved to be just as effective as years prior. To help make up for less direct messaging, KHP focused heavily on integrating social media to help drive supporters to the buyakidsometime.ca microsite. KHP’s social-media manager made sure to post messages across social media about the campaign at the same time the e-mails were being deployed. All through November and December, Buy a Kid Some Time messages were displayed to drive new and existing donors to the campaign. Facebook in particular was used as an acquisition tool, and e-mails were sent to KHP’s core, targeted list of e-mail subscribers and event participants.