AMERICAN HEART ASSOCIATION
Fundraising Emails | Integrated Social Media Campaign | #MyReasonThisSeason
The American Heart Association asked us to come up with an integrated campaign for the fundraising season — which begins on Giving Tuesday and lasts up until December 31st. I created a theme "#MyReasonThisSeason" for AHA's constituents to rally around. We asked them to donate in the name of someone who has been affected by heart disease and share their stories on social media.
It was really gratifying to see these touching stories pop up in the newsfeed, day after day. Mothers, husbands and wives, and even teens shared stories of loved ones who have overcome this killer — oftentimes, pointing to specific things the American Heart Association has done to help save lives. We created a social media playbook with assets and strategic direction for affiliates to follow. You can see some of the shares below. This campaign earned a second Gold Communicator's Award — one of the most prestigious awards for in non-profit circles.