How to get results from a fundraising materials redesign

St. Jude Trike-A-Thon materials

Tactics

  • 1 poster
  • 1 brochure
  • 1 classroom storybook
  • 1 growth chart
  • 1 set of coloring pages

Results

  • 20% revenue growth for two consecutive years
  • $1.3 million increase YOY in year one
  • $1.5 million increase YOY in year two
  • 45.7% total revenue growth over two years
  • 18% increase in average revenue per event in two years
Situation

St. Jude Children’s Research Hospital is known the world over as the leader in defeating childhood cancer. And patients never receive a bill. How? Fundraising. St. Jude’s fundraising arm is ALSAC, and among its many programs is Trike-A-Thon. It’s a week-long curriculum with stories that teach children riding-toy safety. And it culminates in a ride event that’s sponsored by family and friends. By its 25th year, Trike-A-Thon had raised more than $76 million. But the characters and story had become outdated, and the program’s marketing materials suffered from an inconsistent look. It was time to rejuvenate a program that aims at the youngest target audience possible.

Counterpart provided:

  • Primary research
  • Positioning
  • Creative direction
  • Illustrator selection
  • Illustrator supervision
  • Project management
  • Print production supervision
St. Jude Research Hospital fundraising materials

Message strategy for a fundraising materials redesign

How can you see similar success? With techniques like these:

Complete visual transformation

Relatable childlike characters

Inclusive girl protagonist

Fresh new storylines

Helmet safety update

Dual-view flipbook format

An easy-to-do feel

Need fundraising promotion ideas? Want to redesign your materials?

Get yourself a counterpart for that.

This was the largest increase in the history of the program. We directly attribute it to the materials update, because that’s the only element that changed.
Ginny S. Manager, Program Development
I can’t tell you how happy I am! Thank you all for your hard work and strategic thinking. You have played an integral role in helping us grow our business. I truly love working with you all.
Chris C. Manager of Volunteer Event Marketing
Excellent work and job well done. We are all very pleased with the results. We appreciate you working within our budget and time constraints and still delivering a top-notch product!
Marshall K. Senior Director of Volunteer Event Marketing

Now get a quote from Counterpart

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