Opération Enfant Soleil

Pre-telethon strategy

Will donors, new and old, come out for the cause?

Although the Opération Enfant Soleil Telethon is a well-established event, our client rightfully wonders every year about the impact of changes in Quebeckers’ media-consumption habits, especially television. Another variable is the weather: when it’s nice out on Telethon day, donations are systematically lower.

How Atypic has helped

We took the gamble that a series of four e-mails, sent out before, during and after the Telethon, would keep donors motivated to help sick children, despite these question marks. Our strategy revolved around three main points: the right timing, a simple mechanism, and an emphasis on the special role that donors play in children’s lives.

In the e-mails, the Telethon was presented as a prestigious event attended only by hand-picked guests. Personal accounts from children affected by illness were also provided to make the cause more concrete and lend the concept some emotional weight.

The individuals targeted by the campaign, who were given an exclusive opportunity to contribute online to the Telethon, included direct mail donors, donors from previous telethons, newsletter subscribers and people who had purchased tickets for the Maison Enfant Soleil draw.


The results

The campaign exceeded all our expectations in terms of visibility, donation volume and proceeds. Clearly, donors’ loyalty to Opération Enfant Soleil and their commitment to sick children are rock-solid! And the initiative proved something else too: in light of changes in the relationship marketing industry, a laser-focused Web campaign creates substantial added value, even for events that are already well established.

It’s our cause too!

Opération Enfant Soleil raises funds to support the development of high-quality pediatric services and social outreach projects for children across Québec. Atypic has been working with the organization for several years on acquisition, retention and growth measures, on the Web, by mail and by telephone.

Looking to bolster your event or make it more profitable with a Web strategy?

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