Pledge the Pink isn’t your average breast cancer race. And by gosh, does their audience love a good story. Enter: the “flocks of love” donation campaign.
The goal was to generate the donations. The concept was fun, but…a tad complicated. Marketing materials had to explain the concept, stress the impact, and ultimately, generate action. Messaging had to stay on brand, stay on point, and address a lot of ‘huh’s?
Ultimately, I was tasked with convincing people to spend $50 on a plastic flamingo.
And with clever copy, and the power of cheap lawn decor—we leveraged over 450 donors, and met our $50,000 campaign goal—marking a 67% increase over last year’s fundraising efforts.
Read some of the emails above.