Who is the happiest child here?

To motivate people to donate, we first needed to create an understanding of the specifics of the Fund's work. Otherwise, people would simply give money to other funds that are shorter in communication and more familiar. But how do you get a lot of people to read a few paragraphs of text? This task was a challenge. 1. To reach a mass audience, we invited «VKontakte» to be a partner. The social network willingly agreed to cooperate and provided us with its platform for free. 2. In order to involve the target audience in communication, we decided to use the mechanics relevant to this network. For example, a test. 3. We also could use photos of children. This is a typical communication tool for all charitable funds. What about the engaging idea? We started from the fact that people are interested in themselves. Even those who live for the sake of helping other people are interested in how good they are at helping others. How effective, kind, empathetic they are. From here we got the idea of an intuition test based on photos of orphaned children. People who are willing to donate money have increased empathy. And they know about it. They can intuitively determine whether everything is fine with a person, and especially with a child. But this is mostly possible when you see a person in reality. Can they do this by a photo? We developed a test where you had to guess which of the children presented in the photographs had already found an adoptive family and, therefore, became happy. We added information about the specifics of the fund’s work to the test results. We knew people would read them. Participants took the test with pleasure and checked the results with great interest. So they had real motivation to read those few paragraphs of crucial information. • Core target audience: women 25 - 44 years old. They are working / on maternity leave / raising children. Have average and higher prosperity. This audience is most willing to adopt children. • Adoptive parents. Can be ready to adopt one more child. • Women 45 - 55 years old working in the service sector (self-employed or sole proprietors). Tutors, confectioners, beauty specialists, creative workers, etc. Have the potential for adopting. • Volunteers and people who have faced illnesses of loved ones and difficult situations in the family. As a rule, they are more open to other people's troubles. • Men who are thinking about fatherhood.

Проблема

The Fund is well known among charitable companies and government grant-givers. But many companies that supported the Fund have currently left the country. In this situation, private donors have become an important fundraising factor. But the «Road of Life» is very little known among private people. The problem is compounded by the extremely narrow specialization of the Fund, which needs to be explained to people, but cannot be explained briefly. This is a serious problem for communication in a highly competitive environment. Most other funds deal with a wide range of charitable tasks. They always have something large-scale, emotional and easily understandable to briefly communicate to people. The «Road of Life» spends money on many expensive things: highly qualified doctors and nannies, rare medicines, transportation of children or entire teams of doctors across the country, their accommodation, etc. In total, the Fund spends a lot of money on one child. Without explanation, the scale of the results seems strange. Though the emotional photos are the same as everyone else's. To convey the importance of the Fund’s work to individuals, it is necessary that they read at least a few paragraphs of the text, as you read here. But it's hard to get people to do it. Because there are many other funds around, who explain their needs much clearer and shorter. Thus, the position of the Fund in the category is very specific and difficult. The Fund set the following goals for the project: 1. To attract the attention of the mass audience to the problems of orphans with health problems and to actualize the topic of their adoption into the family 2. To tell the mass audience about the activities of the Fund 3. To raise funds

Решение

To achieve these goals, we have done the following: • Developed a strategy of "several paragraphs" (see the item "Description of the idea") • Invited «VKontakte» and received free placement from this social network • Came up with the idea of an "intuition test based on photographs of orphans" • Developed the mechanics of the test and wrote all the materials for it • Developed the technical part. The test worked as a mini-application of «VKontakte» • Posted the announcement in 38 «VKontakte» communities and in 2 well-known bloggers accounts. All communities and bloggers supported the action free of charge. • Launched our project on World Orphans' Day • Provided coverage of the project in 14 online media User path: 1. A user saw a banner in the «VKontakte» feed, which encouraged to take the intuition test. After agreeing, the user was taken to VK Mini Apps, where he took the test. 2. After the test, the user could see the correct answer and read the stories of the children who were in the photo. These stories conveyed the specifics of the Fund’s work. 3. Then the user could subscribe to monthly donations to the Fund, visit the Funds «VKontakte» page and get acquainted with its work. 4. He could also share the results on his «VKontakte» page and take the test again. The project budget was, in million rubles: 0.259 512

Результаты

The chosen approach ensured a high level of participation and involvement of the target audience. • 43,411 people launched the mini-application; • 27,349 users (63%) completed the test; • 6000+ users have subscribed to the fund’s «VKontakte» community; • 52% of participants shared the results, thereby highlighting the project among their subscribers; • 14 online media published the announcement of the promotion. Among them are: Rambler, Sostav, ADPASS, News, Association of Managers, ArtMoskovia, Dobro Journal, Soulful Moscow, MEL, Open NKOs, Platform+1, Radio 1, Spark, Philanthropist, etc.; • 30+ communities and bloggers supported the action. The funds raised during the campaign were used to pay for the work of nannies who took care of children at the “Road of Life” social center in November and December 2022.