Children’s Home & Aid Thriving Multi-Media Campaign

The Challenge

Founded in 1882, Children’s Home & Aid is a leading child and family service agency in Illinois.  The organization is well known by its many generous corporate supports, but does not have strong name recognition among individual donors.  To expand the donor base, it would be necessary to raise brand awareness.

The Strategy

Every spring, Children’s Home & Aid brings together nearly 600 of Chicago’s most influential business and community leaders and elected officials at its Champions for Children Luncheon. This event is held in the downtown “Loop” area of Chicago.

To help raise awareness, we developed a multi-media strategy utilizing 1. outdoor banner ads within the Loop, 2. A digital and email campaign targeted to 40,000 individual donor prospects, and 3. a radio Give-a-Thon promotion on legendary Chicago radio station, WLS 94.7 FM. All of this activity was planned for May, the same month as the popular Champions for Children Luncheon.