Juice created an innovative fundraising model for Camp Trillium that turns the typical “sponsor me” model inside out, allowing for exponential growth by the simple act of “paying it forward”, in a campaign called Septembering.
Anyone can create a ring of support on Septembering.ca by donating $5 on behalf of four family members or friends. Each of these people get an email indicating that they have been added to a ring of support with an appeal to pay it forward at another four friends or relatives. The result is an exponential growth model that is not limited by any one person’s social network.
In developing the experience, the core value proposition for donors was the ability to see the effect their donation had, by visibly watching the network of their ring grow—along with its cumulative value—but also by relating the dollar value to a real-world use, such as canoe purchases for Camp Trillium.
The campaign was supported through school outreach, digital out of home advertising, magazine advertising, matte story placement in daily newspapers, a social media strategy and a targeted email marketing campaign—all designed to drive traffic back to the core experience of Septembering.ca.
Juice also wrote weekly news stories for the Septembering.ca site—and weekly email newsletters—that included photography and video. We also reached out to Camp Trillium campers, staff and alumni for stories we could share. These personal stories, along with social media activations across Twitter and Facebook, helped to foster a sense of community and keep people returning to the site.
