Little miracles don’t happen on their own


Because of childhood disease

Opération Enfant Soleil

Even a fundraising classic like the Telethon can be better with Atypic’s special touch, which includes strategy and conceptual work. The numbers tell the story.

It was already a classic. Almost an institution. A flawlessly well-oiled machine and an event familiar to everyone. How could we hope to improve on such a successful recipe? Because in the age of the Web, even though Quebecers may be just as generous and moved by the cause of sick children as they were back when Marie-Soleil Tougas was Opération Enfant Soleil’s spokesperson, their habits have changed. With its know-how in 360° relationship marketing, Atypic was happy to step up to the plate when the charity asked our experts to help them optimize their Telethon fundraising tactics in 2015.

The strategy: a pre-telethon Web campaign giving the public another way to take part in the movement, whenever it suited them best.

Tested, fine-tuned and enhanced step-by-step over the last three years, the strategy is bringing smiles and getting results. Not only from traditional donors, who now feel they can contribute without having to be glued to the screen on the big day, but also from other sympathizers, for whom the approach seems to be a good match. For the 2018 campaign, we sent out seven e-mails in total (two more than the year before) during telethon week. A thank-you e-mail indicating the grand total raised during the event, because the relationship marketing cycle is never complete without a heartfelt word of thanks.

Close-up on Opération Enfant Soleil’s little miracles: when a face is worth a thousand words.

There’s surely no better way to show how donations are used than to show real photos of children’s faces captured in Quebec’s pediatric hospitals. On the creative front, we chose to go with strong, compelling visuals and well-dosed storytelling, along with simple appeals for donations leading directly to the donation form, all presented in a format suitable for any platform. That was all it took to make good on the Opération Enfant Soleil slogan “Les petits miracles n’arrivent pas seuls” [Little miracles don’t happen on their own] and touch the hearts of our target donors.

All in all, our online activities added $172,482 to the telethon’s tally board.

Better yet, that amount topped our initial projections by a healthy $21,625. (Yes, our projections are that precise!) The average donation also exceeded our expectations—proof that people are just as generous when donating online—as did the effort’s final ROI. It also showed that a clear request, featuring a bright, sleek design and presented on the right platform at the right time, delivers results! And that working in co-creation mode with our clients can truly pull off some little miracles.

Photos : Ladislas Kadyszewski

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