UN Foundation
Summary
When disaster strikes, the world turns to one organization for hope, help, leadership, and coordination: the United Nations. When there is peace to keep between warring factions, the world asks the UN to mobilize peacekeepers, oversee elections, and create stability. In the face of challenges such as climate change, disease or poverty, the United Nations provides the platform for international cooperation.
We partnered with UNF’s Nothing But Nets campaign which is a global grassroots campaign to raise awareness, funds, and voices to fight malaria. We created the central infographic for a large-scale digital campaign with the goal of raising $7,000,000 in $10 increments to send a net to an African Family. This multi-year campaign has raised over $85 million to help deliver 12 million bed nets to families in need.
Assess
The UNF’s new infographic relied on vast numbers of facts and statistics. It was our job to sift through, and then integrate the data into a digestible format for the mass market. The statistics had to be arranged in such a way that, as all the info came together, readers would see the story, understand how they could make a difference, and feel compelled to take action.
Our Fundraising & Marketing Assessment Report outlined various opportunities to capture with this new campaign given historical data points of previous campaigns as well as new partnerships we could make to promote this initiative.
Optimize
We rolled out a Brand-Donation Playbook to outline the pre-campaign, campaign, and post-campaign touchpoints across all initiatives- both internally and with strategic partners such as ESPN’s Rick Rielly. With the donation strategy in place, we set up KPIs across all channels to determine vital stats of open rate, click-through, infographic behavior heat mapping, and donations.
Buildout
Infographics translate complex information into a visual story, making it easier to understand and more likely to resonate with the audience. For Nothing But Nets, we synthesized our research and data into a story that told the dark reality of malaria’s impact, while showing readers what they could do to help.
Here is the new Nothing But Nets campaign infographic designed to Capture | Compel | Close a mass audience of donors and philanthropists.
Launch
After much pre-launch coordination and strategic alliance launch meetings, we finally launched the campaign to 4.2 million email subscribers across 14 organizations, partners and sponsors.
Monetize,
measure & refine
Each bed net saves a life from deadly malaria and 141,294 bed nets were successfully ordered to be sent to Africa.
- 141,294 Bed nets in Africa
