The goal was to enhance existing donor relationships and increase donation amount for SickKids Foundation. The strategy was to create an emotional connection with donors by sending donors children's handmade art. We believe that physical presence and emotional connection help strengthen donor relationships and therefore increase donation amount.

1. SICK KIDS FOUNDATION
Marketing Case Study
Created by Ramkumar Iyer, Evonne Chen, Kate Kim, Sabrina Lee, Andrea Dzialowski

2. Table Of Contents
 Background and analysis on Sick Kids
Foundation
 Competitive Analysis
 Business Objective
 Target Audience, Objections and Benefits
 Unique Selling Proposition
 Strategy, Communication and offer
 Results & Budget

3. Background - Industrial
 The Economic Crisis has influenced from
national industrial structure to personal living.
 The Globe and Mail reported decreased
charitable tax deduction over the last decade.

4. SickKids Foundation
(SKF)
 Founded in 1875, affiliated with the University of Toronto.
Supporting the Hospital for Sick Children (SickKids).
 One of the world’s foremost pediatric health-care
institutions and Canada’s leading center dedicated to
advancing children’s health through the integration of
patient care, research and education.
 Large organization, Worldwide reputation, Global partners
 In 2011, 52.5% of its general funding was generated by
only direct marketing.
 Donation is more likely declined in recession.

5. COMPETITIVE ANALYSIS

6. Competition

7. Plan Objectives & Opportunities
Objectives Opportunities
Explore new strategies
combination
Strengthen donor relationship
Establish buckle to overcome
incoming barriers
Corporate partnership collaboration
Increase average donation by 25% Let the donors to become influencer!
Convert 10% of current one-time
donors into regular donors
(Miracle Club)to achieve 75,000
active Club members
Technology:
• Online charity auctions
• Social media
• Mobile applications

8. TARGET AUDIENCE

9. Primary Audience
Profile
- Canadian Women
- In her 40s’
- Living in GTA
- Financially stable
- Well educated
- Have a family
- Personal connection with
SKF

10. Secondary Audience
Profile
- Wealthy Canadian
Professional
- Late 30's- early 50's
- $120,000 household
income
- Living in GTA
- Highly involved in
community development

11. Other Audiences
Senior Citizens
- In their early 60's to
70's
- Have grandchildren
- Enough saving
- Believe in services
of SKF
Generation Y
- Young professionals
- Tech savvy
- Wants to be included
and get involved in
community
development

12. AUDIENCE OBJECTIONS

13. Audience Objections
X
Irritation caused by
excessive communication
Lack of incentive and
personal connection to
SKF
Financial Objections
- Budget constraints
- Economic Recession
- Job loss

14. BENEFITS

15. Benefits
- Emotional Satisfaction
- Satisfying the desire to help children
- Customized ways to donate and opportunity to
connect with likeminded people
- Media exposure, publicity and brand awareness

16. UNIQUE SELLING PROPOSITION

17. Unique Selling Proposition

18. http://www.sickkidsfoundation.com/events/default.asp
Unique Selling Proposition

19. Unique Selling Proposition

20. MARKETING STRATEGY

21. Colorful stories
With a personalized communication,
SKF's objective involves delivering the
stories of its sick kids through paintings
and drawings, to create an emotional
connection to motivate one-time donors
and Miracle Club members to increase
their donation amounts.

22. COMMUNICATION OBJECTIVE

23. Future is in your hands
Our communication revolves around the idea of
talent and future of kids which lies in donor hands
while creating an emotional connection.
Demonstrating how a little extra can really make a
huge difference in lives of many kids.

24. CHANNEL STRATEGY & OFFER

25. CHANNELS
Direct Mail
e-Mail
Social Media
Events

26. The big idea
SKF will organize an annual painting event called the
“Art For All” for the sick kids in the hospital.

27. A gift of hope
All the paintings from the
competition will be put up for
sale on a big scale event held
at the end of the year.
We will recognize the
winning kids with donation
amount received from the
sale of their painting. And
rest of the kids will receive
certificate of participation.

28. What is in it for Miracle Club
Members?
Top 20 paintings will be digitally
enlarged (framed) and sent out to
Miracle Club Members when they agree
to pay a $5 i.e. 25% extra every
month/annually.
They shall also receive a free invite to
visit the painting display event held at
the end of the year. The first 500
registrations at the event will receive a
free giveaway.

29. They shall also receive a invite to visit the big scale painting
display event to be held at the end of the year. The first 500
registrations at the event will receive a free giveaway.
What is in it for One-time donors?
Another 60 paintings will
feature on our annual calendar
(5 variations) along with the
story of the sick kid who
painted it, and will be sent out
to one-time donors who agree
to pay a 25% incremental
donation amount.

30. EXPECTED RESULTS &
BUDGET

31. Donor Cultivation Success Metrics
• Response Rate: 3%-7%
• ROI: must be positive!
Our donors already have an established
relationship with SickKids. We expect more
from them.

32. Financial Impact @ Expected
Response Rate
Response
Rates:
• Direct Mail: 2-
7%
• E-mail: 2-5%
• Event: 5-10%
REVENUE:
$1,696,500
• Direct
Mail:$640,000
• E-Mail:
$702,500
• Event:
$354,500
COSTS:
$ 488,897
• Direct Mail:
$216,650
• E-Mail:$
70,315
• Event:$
201,967
NET PROFIT
$1,207,693

33. Return on Investment
Benchmarks:
Direct Mail: 80%
Event: 50%
E-mail: 40%

34. Budget Highlights @ Expected
Response Rates