With a focus on powerful storytelling, the strategy behind this campaign helped activate and grow a base of monthly donors who were moved to help sustain the work of this organization. The driving insight told us that converting one-time-donors to monthly required an unprecedented connection between donor and beneficiary — a particularly challenging task when the privacy of children is paramount. We turned to animation and a script written exclusively by the children who were there. This deeply humanizing approach connects potential donors to the lived experiences of those they stand to impact — all shared in their own words. Campaign includes: video, paid advertising, email, social media, organic content, landing and donation page.