World Vision: Gift Catalog
World Vision, a leading global humanitarian organization, asked WCG to promote their holiday gift catalog to increase cause donations.
The Challenge:
World Vision tasked Wilks with engaging donors through media to tell their story during a period filled with distractions from COVID-19 and a contentious Presidential campaign.
Our Solution:
Our team created an earned media campaign that focused on top-tier broadcast and local media. The campaign focused on the importance of charitable giving during the holidays, encouraging people to support children and families in developing countries by purchasing items in World Vision’s gift catalog. We utilized storytelling to bring to life the unique handcrafted products and fair-trade gift sets in the catalog. We also identified local heroes who were passionate advocates of World Vision. These heroes had compelling personal stories to share about generosity and selflessness.
The Impact:
Through a detailed media relations campaign, we garnered over 2,124 media placements and several TV segments on notable local news outlets, reaching a total of 3.6 billion people across 17 media markets. The campaign resulted in a spike in year-end donations in an environment where nonprofits have struggled to grow their donor base.
