The Challenge: The Livestrong Foundation was embarking on a new effort to gain repeat donors with a monthly membership program called Livestrong Loyals. Their lean team needed help concepting a campaign that would appeal to both new and existing donors and communicate the benefit of monthly giving. 

The Approach: We identified key value propositions of this type of charitable giving and mined consumer trends, finding the perfect message by tying the call to action into the consumer buzz around healthy habits and routines. Our creative team then riffed on Livestrong Foundation's branding to create meaningful campaign visuals, and we developed a full suite of messaging for social, ads and emails.

Results: Livestrong's Habit To Help campaign drove a record amount of site traffic and, most importantly, contributions from both new and old donors.