FUNDRAISING EVENT
DIGITAL MARKETING
PARTNERSHIPS
PEER-TO-PEER
DIRECT MAIL
VIDEO
The Muscular Dystrophy Association (MDA) was best known for the Jerry Lewis Labor Day telethon that ran for 45 years and raised over $2 billion for the organization. MDA came to my team to find a way to regain the momentum of giving around Labor Day. Rather than attempting to capture lightning in a bottle for a single day, we created a campaign that spanned the entire month of September.
We called it 30 Days of Strength, and it not only featured the will of people living with neuromuscular disease, but also challenged donors to use their own power of will to help raise money so MDA can continue to develop innovations in science and care.
30 Days of Strength was everywhere in September. It launched on jumbotrons at MLB games on Labor Day weekend and gained momentum as inspiring MDA families and doctors were featured every day on social media. We created a series of personalized direct mail packages that were sent to MDA’s active donors, as well as an acquisition audience of philanthropic givers.
The campaign brought a renewed attention to the organization and a sustained level of support. During the month of September, digital fundraising surpassed MDA’s goals by 171%, and a new annual campaign was born with the promise to grow the organization to new heights year after year.