Strike a Match

The launch
At the beginning of November 2009, KHP rolled out its inaugural Buy a Kid Some Time campaign. It was both a way to engage its annual donors and to bring on KHP’s event donors as annual givers with another opportunity to donate.

The initial rollout included a number of components. As a digitally focused campaign — there is no direct-mail component specifically for Buy a Kid Some Time — it incorporated a series of six to seven e-mails, a video, a dedicated microsite and other media ads. And as part of the “buy a kid some time” theme, donors were taken to a mini-catalog for donations, where they could donate, for instance, X amount of dollars for 15 minutes, the equivalent of an average call. Different amounts of time — at different price points — meant different services KHP could provide to kids in need.