The Seattle Foundation’s “GiveBIG” Campaign Wins Big with Mobile During Annual Fundraising Campaign

Goal

Build philanthropic spirit and raise awareness for local giving and local non-profit organizations.

Summary

Location Based Targeting

The Seattle Foundation’s GiveBIG Campaign, and their agencies GIST Lab and Pyramid Communications worked with Millennial Media to target ads to King County residents, while they were spending time at key Seattle landmarks such to raise awareness of the one day fundraising event. Additionally, location based targeting was used to bring campaign awareness to affluent neighborhoods in the area.

Engaging Creative

The GiveBIG campaign featured banners and rich media ads containing a video of Steve Zakuani, the Seattle Sounders FC Forward, supporting the campaign.

Social Media

The campaign targeted Twitter app users in the local area. Creative included a “Join” and “Share” button allowing consumers to join the Facebook group and share the rich media link with friends.

Mobiblock

The day prior to the annual fundraising event a mobiblock was executed to give the campaign the extra push needed in the final hours.

Results

• A mobiblock for the final campaign push resulted in a significant increase in impressions from the previous days.
• The campaign generated $7.43 million in online contributions for nonprofits, more than twice the prior year results of $3.6 million.

“The team at Millennial Media understood our need to reach local customers to bring awareness to The Seattle Foundation’s GiveBIG campaign. The mobiblock the day prior to the event gave us the final push we needed to help make the campaign a success. This media campaign significantly contributed to the overall success of the event.”

Jared Watson, Senior Vice President of The Seattle Foundation